EasyJet Customer Satisfaction Survey Analysis

This assignment delves into an analysis of customer satisfaction for the airline EasyJet, utilizing data from a conducted survey. It presents key findings regarding consumer perceptions of EasyJet's services, including travel experience, responsiveness to queries, and consideration of customer opinions. The analysis aims to highlight areas where EasyJet excels and identifies opportunities for improvement based on customer feedback.

RESEARCH
DISSERTATION
(To analyse an impact of Customer Relationship Management
on gaining customer satisfaction as Repeat business.)”
(Describing Cross- Sectional Approach ) A case study on Easy
jet.)

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of Research......................................................................................................1
1.2 Background of the study...................................................................................................1
1.3 Rationale for the study......................................................................................................2
1.4 Research aims and objectives ..........................................................................................3
1.5 Research Questions..........................................................................................................3
1.6 Framework and analysis...................................................................................................4
1.7 Potential significance of the research...............................................................................5
1.8 Chapter structure..............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Impact of customer relationship management on retention or loyalty of consumers in Easy
Jet............................................................................................................................................7
2.2 Importance of Customer Relationship Management on Consumer satisfaction..............9
2.3 Relationship among CRM system usage, customer satisfaction, and gross revenue in
EasyJet..................................................................................................................................10
2.4 Impact of CRM on consumer satisfaction by using cross- sectional approach..............11
2.5 Theories or models of CRM and its impact on customer satisfaction............................12
2.6 Ways to improve the customer relationship management..............................................14
2.7 Impact of Customer Relationship Management on gaining customer satisfaction as Repeat
business.................................................................................................................................15
2.8 CRM system could be embedded within EasyJet company...........................................15
2.9 Literature gap..................................................................................................................16
2.10 Conclusion....................................................................................................................16
Chapter 3: Research Methodology.................................................................................................17
Type of investigation............................................................................................................17
3.2 Research design..............................................................................................................18
3.3 Research Approach.........................................................................................................18
3.4 Research philosophy.......................................................................................................19
3.5 Data collection method...................................................................................................19

3.6 Sampling method............................................................................................................20
3.7 Data analysis...................................................................................................................20
3.8 Accessibility issues.........................................................................................................21
3.9 Ethical issues..................................................................................................................21
3.10 Validity and reliability..................................................................................................21
Chapter 4: Data Analysis...............................................................................................................23
Chapter 5: Conclusion and Recommendations..............................................................................36
Conclusion............................................................................................................................36
Recommendation..................................................................................................................37
REFERENCES..............................................................................................................................39

CHAPTER 1: INTRODUCTION
Title: “To analyse an impact of Customer Relationship Management on gaining customer
satisfaction.” (Describing Cross- Sectional Approach ) A case study on Easy jet.
1.1 Overview of Research
Customer relationship management refers to an approach for managing the interaction of
an organisation with existing consumers. The main challenge for a business firm to serve better
to consumers and also maintain better relationship with them in an effective or better manner. It
is necessary that a business firm can provide the better services as well as products to consumers
so that they are attracted towards the business (Deng and et al., 2010). The main objective of this
project to define relationship among satisfaction of consumers and also the loyalty. Easy Jet is a
Airline organisation and its headquarter in London. This company operates its business in
domestic and also international schedule over 820 routes more than the 30 countries. The
Customer relationship management (CRM) is related with the strategies, practices and also
technologies that organisations use for analyse and manage consumer interaction and data with
the help of consumers life cycle. If relationship of company and consumers will be better then in
this case firm can achieve its objectives and targets in an effective or better manner.
The main rationale of this study to know about an analyse an impact of Customer
Relationship Management on gaining customer satisfaction. For increasing profit level, it is
necessary to satisfy needs of consumers in an effective manner. The reason behind selecting this
topic is that it helps in enacting with consumers and making the long term relationship with then
in a better manner. With the help of making strategies as well as polices, firm can communicate
with consumers by providing the better quality of goods and services to consumers.
1.2 Background of the study
Customer relationship management is concerned with the marketing, sales and also the
service related communications through which an organisation can maintain better and effective
relationship with the consumers. The positive relationship develops a positive impact on business
operations as well as activities in an effective or better manner. CRM is integrated approach for
managing the proper relationship through focus on consumer retention and also their relationship
development (Fornell, Rust and Dekimpe, 2010). The cross- sectional approach is helpful in
enhancing the consumers towards the services of firm and also determine better relationship with
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them. If the relationship will be better among the organisation and aloes consumers then from
this better relationship will made and existing users will be retain and new people will be
attracted towards an organisation. EasyJet is Airline organisation limited which is a British
minimum cost carriers airline in London. It operates its airline services by domestic as well as
international schedule over the 820 routes in more than the 30 countries. It provides the better
and reasonable services to people. The main aim of this airline company to make a better
relationship with the consumers with the help of providing better and effective quality of the
airline services. The reviews of consumers towards the services of EasyJet is good as they are
satisfied from the services of this airline organisation in United Kingdom.
1.3 Rationale for the study
This section of research is effective in explaining the importance of the research which
are conducted by researcher through providing valid arguments. A rational is considered to be a
kind of proposal, it helps in providing the reason for preceding to overcome the particular issue
with an appropriate solution. This part of research helps in defining the issue of research on
which researcher decided to conduct an effective project as to addressing the problem. The major
issue of this particular research is to analyse the impact of customers relationship management
and its effectiveness on attaining consumer satisfaction. In the recent era organisations are very
much concern on providing variety of goods and services to their significant buyers in order to
attaining growth and success at market area. It is necessary for small as well as large business
enterprises to establish an effective relationship with the customers in order to sustain them for
long run of business activities. In respect to reaching higher customers satisfaction organisations
are concern on providing more beneficial products and services as per the chjnageing demand of
customers. Research is considered to identify research purpose which provides the value to the
relevant parties. In this modern era, needs as well as expectations of consumers enhancing day
by day as comparison to past time period (Van Doorn and et. al., 2010). Moreover, they need the
better quality of airline services from EasyJet during travelling internationally and also
domestically. In context to attract the large number of people, it is necessary for EasyJet to
satisfy their needs and demands in an effective or better manner with the helps of using various
strategies or policies and it is known as Customer Relationship Management. The rationale
behind conducting thus research study is to analyse an impact of CRM on the satisfaction level
of users. If they management of company uses this particular concept then from this it can
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increase customer satisfaction level. With the help of this they will be the loyal consumers of
company and retain for long period of time.
1.4 Research aims and objectives
This part of research is taken in to an consideration and its Aim is “To analyse an impact
of Customer Relationship Management on gaining customer satisfaction.” A case study on Easy
jet.
There are some research Objectives are given below:
 To evaluate an impact of customer relationship management on the retention or loyalty of
consumers in Easy Jet.
 To analyse an importance of Customer Relationship Management on Consumer
satisfaction (Kumar, 2010).
 To analyse the relationship between CRM system usage, customer satisfaction, and gross
revenue in EasyJet.
 To evaluate the impact of CRM on consumer satisfaction by using cross- sectional
approach.
 To identify theories or models of CRM and its impact on customer satisfaction.
 To recommend some ways to improve the customer relationship management of EasyJet.
1.5 Research Questions
An investigator is responsible for defining a proper research list of questions to give an
exact guidance for the purpose of completion to the research work. There are some research
questions are given below:
 How Consumer satisfaction could be influence by the CRM?
 How CRM could influence the benefits in EasyJet organisation?
 How the CRM system could be embedded within EasyJet company to support business
relationships?
 What is impact of customer relationship management on retention or loyalty of
consumers in Easy Jet?
 Which theories or models could be used by CRM and what will be their impact on
customer satisfaction in EasyJet?
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 What is an impact of Customer Relationship Management on Customer Satisfaction as
Repeat Business'?
1.6 Framework and analysis
Analysis and framework is an important research part which includes detailed data and
also information concerned to an investigation which help in making the valid conclusion (Flint,
Blocker and Boutin Jr, 2011). This current study is on analyse an impact of Customer
Relationship Management on gaining customer satisfaction by following the effective techniques
which are given below:
Research design- This present study is conducted through the descriptive research
application which is helpful in gathering of relevant and accurate data or information on the
Customer Relationship Management on satisfaction level of consumers. It will proven very
effective to gather data by description of the population.
Research philosophy- This present study is according to the theoretical aspect and it deals
with an analysis of impact of CRM on consumer satisfaction. In addition to this, researcher uses
an interpretivism philosophy for the purpose of collect data and information from the social
environment.
Research type- This research in an investigation is of qualitative kind as it is helpful in
analyse gathered data or information. It will be helpful in draw a valid result from collected
information and also helps in attaining study aims.
Research approach- This dissertation is based on the deductive approach because with a
generalization of Customer Relationship Management which can develop impact on
development of an organisation. It will be helpful in gathering data in an effective or better
manner.
Data collection- In order to collect the accurate and relevant data, research uses the
primary and secondary both sources to collect information which will be helpful in address
developed objectives and aims in a proper or systematic manner (Mohsan and et. al., 2011).
Under primary sources, data is first time collected and with the help of surveys, questionnaire,
interviews etc. On the other hand, the information which is collected in secondary data through
books, journals, library, internet and many others.
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Data analysis- Under this given dissertation, researcher collect data through qualitative
tools where scholar will use the thematic analysis. The graphical representation and also themes
are the effective way of analysis the collected data or information.
1.7 Potential significance of the research
This present research emphasis on impact of Customer Relationship Management of the
satisfaction of consumers. As EasyJest provide the better travelling services to people at the
reasonable cost in a proper manner and also facilitate the other facilities to people inside the
flights. The main importance of research is to know about an impact of the CRM on satisfaction
level of consumers in a proper manner. In order to satisfy the needs and demands of consumers
in an effective manner, it is necessary for EasyJet to construct the research about the preferences
and needs of customers (Chen and Hu, 2010). The main focus of this airline company to
attractive more consumers towards the firm. Customer Relationship Management is helpful in
making the positive and healthy relationship with consumers in an effective or better manner.
1.8 Chapter structure
The work of research which is conducted should be shown in an effective or appropriate
manner. It is necessary that the proper structure for investigation presentation required to more
designed. Under this present case, researcher should follow the proper structure of dissertation.
Chapter 1: Introduction
Under this, research is started from the introduction part which helps in providing the
brief overview of study field. In this section identify objectives and also aims which need to be
accomplish through research work. It is a initial stage by which an investigator is able to
identify.
Chapter 2: Literature review
In dissertation, it is a second chapter which gives a core data or information concerned
with the customer satisfaction. It has an inclusion of the data from various sources like for an
instance journals, books and also some of the other articles. It serves strong base for dissertation
through which in developing objectives or aims can be attained with particular time period.
Chapter 3: Research Methodology
After the literature review, it is a next step and it included various tools and also
techniques which will be helpful in gathering as well as analysing data in context to determine
valid conclusion.
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Chapter 4: Data Analysis
It is a most necessary part on the dissertation which helps in analyse gathered data in light
of the research objectives and also questions. It gives a detailed information or data concerned to
the findings. This chapter of dissertation is helpful in present appropriate and effective results.
Chapter 5: Conclusion and Recommendations
Under this last chapter of this research dissertation, there is a need of provide the
recommendation and also conclusion on the basis of objectives and also aims of dissertation.
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CHAPTER 2: LITERATURE REVIEW
Under this, there is a need to an investigator to carried out the accurate or relevant data or
information which is published through the various sources which is taken through the primary
sources in a proper or effective manner. It is necessary for a researcher to analysis of past
information or literature which is extracted by the secondary sources. The past literature review
will be helpful in conducting a research analysis from all essential or accurate aspects. Under
this, researcher conduct the in- depth study about the topic of dissertation. The data or
information which is gathered through an investigator in past studied can take in to a
consideration for the purpose of analysis. In order to make the recommendations in a proper
manner, it is necessary for the research to collect data from the previous investigation in a proper
manner. The topic of research is related to the Customer Relation Management for satisfying
needs and wants of consumers. The literature review is helpful in generating the reliable and also
the valuable outcomes. It is an important part of the research and in this scholars gives a proper
or detailed overview concerned to the study area. Under this session, many different models as
well as theories which are used by the researcher in an effective or better manner. From this
section of dissertation, researcher is able to be generate the valuable and also reliable outcomes
which are essential for business in context to accomplish the aims and objectives of EasyJet
airline company in a proper manner. This present research is based on analyse impact of the
CRM to satisfy the demands of consumers in an effective manner. With the help of providing
many beneficial travelling services to the people, this firm can attract the large number of
consumers towards it in a systematic or better manner.
2.1 Impact of customer relationship management on retention or loyalty of consumers in Easy Jet
Customer Relationship Management (CRM) is a beneficial activity which gives many
advantages to the business of airline industry. It will be helpful in maintaining positive
relationship with consumers in an effective manner. As per the view pint of Eisingerich, Auh and
Merlo, 2014 it has been concluded that Easy Jet is an airline organisation which provides their
services on 820 routes in more than 30 countries. As per the view point of Fornell, Rust and
Dekimpe, 2010, A better programme related to Customer Relationship Management in fulfilling
consumers needs with the helps of many tools and techniques. The consumer retention is related
to enhancing sales for fulfilling the needs and demands of consumers. In context to assure
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retention to consumers to successful, there is a need to airline company to provide the better
quality of services. On the basis of view point of Kumar, 2010 it has been stated that for aware
the people about the services of firm, it is necessary to conduct the promotional activities on the
large scale. As EasyJet provides its services internationally and also domestically so in order to
this it is necessary to deal with consumers in a better or effective manner. In context to this, for
attracting the large number of consumers, this company needs to give the discounts or special
offers on the international travel. The people of this present time period are very conscious
towards the better quality of services. With the help of this they will retain towards this airline
business firm for long period of time.
In order to serve better services or deal in a fair manner with the consumers, manager of
Easy Jet organisation provides the training to its staff members for the purpose of enhancing
their skills, knowledge and also the core competencies. From this they can solve the query of
consumers in a proper manner and also provide the satisfactory answers to them. It will be
helpful in providing the long term benefits to an organisation and firm will sustain for long time
period in the competitive time period. According to Van Doorn and et. al., 2010, it has been
concluded that firms need to have the more amount or costs in order to gain the attention of new
consumers and also retain the existing. It is essential that the retain consumers plays a necessary
role in making the business successful of EasyJet business firm. If the services will be good or
better of EasyJet company, then in this case consumers will be loyal towards firm in a proper
manner. If consumers will be sustain towards company, then it will be helpfu in enhancing sales
as well as profit level of this airline company in a systematic or effective way.
On the view point of Mohsan and et. al., 2011, it has been stated that this airline company
makes the Customer Relationship Management as reliable and from this the relationship with
consumers will make strong and from this they will use the services for long period of time. In
order to enhancing the market share of EasyJet, Customer Relationship Management plays a
necessary role as it increase morales or staff members and also productivity of an organisation. It
will develop positive impact on the business.
There are some impact of CRM on customer loyalty given below as above:
High customer relation: Easy Jet is an airline company which main aim is to satisfy the
different needs of their customers. Implementation of CRM system provides the opportunity to
complete all functions like servicing, marketing, selling of offers in very organised and
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systematic manner. One of the prime benefit which is achieved in future is better customer
satisfaction. It also contributes in improvement of their existing services by understanding the
issues which are faced by customers. It helps to gain customer loyalty and trust which improve
their sales.
Better internal communication: Adoption of CRM system in Easy Jet provides
opportunity to improve internal communication among the different departments. This system
provides information regarding customers to different departments in timely manner which
enable them to perform their functions as a team.
Optimize marketing: The major advantage of CRM is helps in collection of the needs
and wants of customers which provides opportunity to use effective marketing strategy on
correct time. This will also helps in identification of the most profitable group of customers and
approach them effectively with various offers regarding maximisation of profits.
2.2 Importance of Customer Relationship Management on Consumer satisfaction
Customer Relationship Management is a necessary concept in running the business in a
successful or better manner. With the help of maintaining better relationship, firm can generate
the better revenue. As per the view point of Chen and Hu, 2010, it is a most effective approach
and also strongest in context to developing or maintaining better relationship with the consumers.
It will be helpful in making strongest bond or connection between the customers as well as a
business firm. In context to satisfy the needs and demands of consumers, it is essential for
EasyJet to understand consumers in a better manner. The first and foremost priority of EasyJet
company to provide effective travelling or airline services to the people and also satisfy their
needs and wants in a better manner. In order to communicate with the consumers, it is essential
for EasyJet business firm to choose better methods of communication. It is necessary that
organisation should maintain the better and harmonious relationship with the consumers so that
they will loyal towards business firm.
Customer relationship management is comprehensive system which can integrates a
technology to create the long term advantageous relationship with consumers. It is a strongest
and also most effective approach in order to maintaining and also developing relationship with
consumers. It is helpful in making the bonding with the people more stronger. If the relationship
among business firm as well as consumers will be good then in this case organisation can
achieve the competitive advantages and also be success in attracting more consumers in an
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effective or better manner. On the basis of view point of Chu, Lee and Chao, 2012, it has been
stated that Customer Relationship Management plays a necessary role in satisfy the needs and
wants of consumers in an effective manner. If they will be satisfied then it provides profit to
organisation. As Easy Jet is a Airline company and it provides the effective and beneficial
travelling services so that people can easily travel from one place to another. There are some
importance of CSR on consumer satisfaction are given below as above:
 Customer Relationship Management includes the each bit of information of consumers,
hence it is effective and useful in track purchaser and also can used to identify which type
of consumer can provide profit to business or which not.
 Firm does not used the CRM to deal with present consumers but also be useful for
attracting the new consumers in an effective manner. It is helpful in providing the better
opportunities to EasJet organisation.
 It is essential for running business in a successful manner. It will be easier to conduct
business and also generate the more revenue. In context to this, technology is helpful in
improving the CRM in a systematic manner.
 Better CRM is helpful in sustaining consumers towards the company for long period of
time. It helps in minimizing the churn of consumers and enhance their lifetime value.
From this they will be loyal towards the organisation.
Other than all these, main importance of CRM is to obtain n better and effective
consumer satisfaction, with the help of using this kind of strategy, firm can maintain better
relationship with the consumers and also can carried out the all organisational activities in a
systematic or better manner. On the basis of view point of Dagger, David and Ng, 2011, it has
determined that CRM is helpful in proving the share of EasyJet company through bringing the
more number of consumers.
2.3 Relationship among CRM system usage, customer satisfaction, and gross revenue in EasyJet
Customer relationship management is technology which permits small and large
organisations in order to synchronize, synchronize, organise and also automate each facet of the
consumer interaction. CRM is an effective approach which helps to effectively manage the
interaction of organisation with their current and potential customers. It provides the opportunity
regarding maintenance of good relation with their customers for the purpose of retaining them
long period of time. CRM system consists consumer service, sales, support and marketing. Its
10

main goal is to analyse and manage the consumer data and interaction through buyer life cycle
with the aim of make improvement in consumer service relationship in order to retaining them.
With the help of CRM system, firm can keep the details of customer up- to- date and also
manage their accounts. With the help of CRM system, firm can manage its relationship with its
consumers in an effective manner. On the other hand, consumer satisfaction is a essential
concept which is used in the marketing. EasyJet organisation provides the better quality services
to consumers in order to satisfy needs and demands of consumers in an effective manner. On the
basis of view point of Ryu, Lee and Gon Kim, 2012, it has been stated that Customer
satisfaction plays a necessary role for enhancing development and profitability level. Gross
revenue is amount of the sales which is recognised for reporting period and any kind of
deductions. Revenue is that amount which an organisation receives at particular period involving
deductions and discounts for the returned merchandise. Customer satisfaction, CRM system and
gross revenue all are related to each other. If customer will be satisfied from the services of firm
then they will be loyal consumers of company and it is the responsibility of an organisation to
keep up to date contact of consumers and manage their necessary accounts in an effective or
better manner. With the help of this revenue will be enhanced and company can earn more profit
level. The gross revenue of EasyJet organisation is better. The consumers pay the amount to
seller in exchange of goods and services. So, it is essential that firm should produce goods and
services on the basis of demands or customers and from this customers will be satisfied from
EasyJet and its profit level will also be enhanced in an effective or systematic manner.
2.4 Impact of CRM on consumer satisfaction by using cross- sectional approach
On the basis of view point of Keller, Parameswaran and Jacob, 2011, it has been stated
that CRM is helpful in maintaining better relationship between the consumers and also
organisation. A better programme of Customer Relationship Management helps to business firm
in satisfying wants of consumers in an effective manner. It is used in bring off interaction of an
organisation with a prospective consumers as well as existing. It is a kind of strategy which Easy
Jet company design to helps its business in enhancing development, productivity as well as
improving the consumer satisfaction. To improve organisation relation with their customers,
management of Easy Jet compile the data from various communication channels like website,
telephone, email, live chat, social media etc. On the basis of view point of Grissemann and
Stokburger-Sauer, 2012, it has been summarized that Customer Relationship Management
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contributes regarding effectively understand about their target audiences and the ways which
fulfil their diversified needs. In addition to this, cross- sectional approach is helpful in analysing
data and information from population and the representative subset at particular point of time.
Under this, EasyJet company analyse the data regarding the people which will travel in a specific
period of time. It is a kind of tool which EasyJet airline organisation uses for capturing to
collected information as well as data for particular point. The company gather data on the basis
of income level, age, gender, geographical locations and many others. The main objective of
EasyJet organisation to earn the more profit through providing better quality of services to
people. In order to tracking the individual, this organisation uses the software of CRM for the
tracking purpose. As per the view point of Kim, 2011, it has been stated that EasyJet conducts
many activities to engage consumers and also motivate them to take participation.
Cross sectional approach is is known as a type of observational study which analyses data
through an original population and it also considered as a representative subset at a specific point
in time. In the modern market the major purpose of each business organisation is to expand their
business and its activities at large scale through offering variety of goods and services to their
significant customers and buyers. Customer relationship management plays effective role in
sustaining a higher and competitive position at market place. A good customer relationship helps
in gaining attention of people towards the firm or its offered goods and services. It create value
in attaining high growth and success at market place. With the helps of cross sectional approach
organisations are concern on analysing the needs and wants of people in respect to producing
more satisfactory goods and services to their buyers. Cross sectional approach helps in
developing organisational productivity and performance through analysing the needs and wants
of people at market place.
2.5 Theories or models of CRM and its impact on customer satisfaction
Customer Relationship Management (CRM) refers to strategy for managing of
relationship of an organisation as well as communication with existing and new consumers. It is
helpful in rising profit level. Under this, company interact with its customers and then know
about the needs and demands of consumers for producing goods accordingly. It will be helpful in
attracting the large number of consumers towards firm. In this strategies, technologies and also
practices are included which EasyJet company use in order to analyse and manage interaction as
well as data of customer by consumer life cycle for the purpose of make improvement
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relationship of consumers. An important aspect of Customer Relationship Management is that
the systems related to CRM which compile the data from range of various communication
channels in which telephone, marketing materials, website of an organisation, social media nd
many others. Which the help of better consumer interaction, productive and profit level of
company will be enhanced in an effective or better manner. There are some of the Customer
Relationship Model (CRM) given below as above:
IDIC Model- It was formulated through Peppers and Rogers. It suggests that business firms
should need to take some actions in context to keeping, building and also retaining long term
relationship with the consumers in an effective manner. In this, there are some steps are given
below as above:
(Source: IDIC Model, 2018)
Identify- In this step, there is a need to EasyJet business firm to determine about the real
consumers and also should have proper knowledge regarding consumers. From this, company
can know about the needs and demands and also determine the ways to serve better them.
Differentiate- On the basis of need and value firm can differentiate consumers. In
addition to value, firm differentiate consumers to determine which consumers is generating value
and also provide for future. On the other hand, company can differentiate the buyers on the basis
of needs. The needs and demands of consumers are different from each other.
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Illustration 1: IDIC Model

Interaction- Firm should emphasis on communication with consumer to assure that firm
should understand expectation of purchaser and relationship with brand. EasyJet company makes
the efforts to maker consumers loyal for long time period.
Customize- When EasyJet company differentiate consumers on the basis of requirements
and values then it is necessary to customize goods on the basis of values and needs. Customize
communication and offers to assure that expectations of consumers are met.
Impact of IDIC model on customer satisfaction- On the basis of this theory firm provides goods
and services to customers through knowing about their needs and demands in a better manner.
EasyJet organisation interact with the consumers and also know about their preferences. It is
helpful in attracting large number of consumers towards organisation and enhancing the sales of
business in a better or effective manner.
Customer Relationship Management Value Chain Model- This model is followed through
EasyJet business organisation at the time of developing Customer Relationship Management
strategies. Generally, it has been framed through small business firm like for an instance
software, financial services, telecom, construction and many others. Its main objective to build
strong or long term relationship with consumers. It is an effective tool in context to manage the
relationship with consumers through people, data of consumers, customers and process of an
organisation ans information technologies.
Impact of Customer Relationship Management Value Chain Model on customer satisfaction-
Under this, firm try to maintain better relationship with consumers through providing better
quality of goods as well as services to consumers. Its impact will be good of consumers and
increase profit level of business firm in a better manner.
The above mentioned models are widely applied by Easy Jet in order to establishing an
effective relationship with their significant customers. An effective relationship helps in attaining
high growth and success in long term basis.
2.6 Ways to improve the customer relationship management
Business firm invest more money on consumer relationship management software. It is
the responsibility of EasyJet company to maker better relationship with the consumers and
generate more sales. According to view point of Stentoft Arlbjørn, Vagn Freytag and de Haas,
2011, it has been concluded that If relationship among customers and organisations will be better
then from this they will be loyal towards the firm and retain at marketplace for long period of
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time. Firm can improve its CRM by using Customer relation software. There are different ways
in order to improve Customer relationship management given below as above:
Solve consumer's query quickly- It is necessary that firm should make more focus
towards consumers. If there is any issue regarding the products as well as services to customers
then it is essential to solve their issues or any kind of query in a quick manner by giving them
better solution. It will be helpful in improving consumer relation with organisation.
Gather and Store Personal information- The primary thing which EasyJet company
should use CRM for gather, store and also keep the personal information of consumers. In
personal information involves their interests, birthday, social accounts etc. With the help of this,
firm can understand its consumers in an easy manner.
2.7 Impact of Customer Relationship Management on gaining customer satisfaction as Repeat
business
Customer Relationship Management is core business related strategy which integrates
functions, processes and develop or deliver better external network in order to target consumers
at profit. It develops impact on the behaviour of consumers in a positive or negative manner.
CRM is helpful in improving better relationship with consumers. The first and foremost priority
of Easy Jet company to satisfy needs of consumers by giving products on the basis of their needs.
In context to the report business, at market place there are large number of loyal consumers of
Easy Jet and they use the travelling services of EasyJet organisation again and again. When the
customers are satisfy from services of this firm and then again use its services, it is known as
repeat busies. It develops profit level of firm as well as sales. It is the responsibility of manger
of EasyJet company to prepare an effective pricing strategies on the basis of middle income level
or high income level. From this they will travel in a proper manner and it will be helpful in
developing the positive relationship among the organisation as well as customers. From this the
firm will be loyal towards company and also use the airline services of this organisation in a
proper way.
2.8 CRM system could be embedded within EasyJet company
Customer Relationship Management (CRM) is an effective strategy for managing as well
as controlling relationship of firm with new as well as existing consumers. It is helpful in
improving profit level of firm in an effective manner and satisfy needs of consumers. Its main
motive to improve business relationship. It allows businesses to build long term relationship with
15

the potential and new consumers while assessing corporate performance. CRM system is helpful
in making relationship of firm with purchasers. CRM system permits business firm to manage
the relationship of business and information and data which are associated with customers. It is
helpful for firm to keep contact details of consumers up to date and also track communication
with business and then manage accounts. CRM system is a software applications which assess
company to identify preferences and requirements of consumers through organising, managing,
storing and tracking purchaser interactions. It is helpful in improving costumers as well as
business relationship to keep consumers for life time period. If consumers will be satisfied from
services of EasyJet business firm then its business relationship will be strong.
2.9 Literature gap
In this, an in- depth investigation is to be carried out in context to Customer Relationship
Management on satisfaction level of consumers. It has been see that satisfying the needs and
demands of consumers are very beneficial for business firm. An analysis of the past literature
shoes that CRM is more necessary for making the business firm more successful. The past
literature review provides the many valuable insights in addition to importance of CRM in an
organisation. It is helpful in establish the better confectioner among the CRM and consumer
satisfaction or retention. With the help of conducting research, a business firm can determine
about the needs and preferences of consumers and then try to satisfied them in an effective or
better manner. It is helpful in throws light on particular research aspects which emphasised on
determining the Customer Relationship Management in order to satisfying the consumers.
2.10 Conclusion
It has been concluded from the above evaluation that Customer Relationship
Management is helpful in making the better relationship as well as attracting large number of
costumers towards the travelling or airlines services of EasyJet. CRM is a necessary part of
business. In the airline sector, customer satisfaction is very important in generating the more
revenue. Under this literature review studied about the importance and benefits of CRM in order
to sustain the consumers towards company and provides competitive advantage to them. EasyJet
company take care about the needs and wants of consumers in an effective manner and also
provides the beneficial travelling services to them.
16

Chapter 3: Research Methodology
This section of research methodology includes about the different methods of research
which provide direction to researcher in completion of research work. The main aim behind such
guidance is to achieve desired results in an effective and efficient manner. This provides an
opportunity to the researcher regarding selection of best research method. Such research method
which is used include many tools and techniques which help in interpretation of better results. It
is observed that large number of research techniques are developed by scholars time to time. It is
an excellence of researcher to choose best method from alternative choices to ascertain better
results. It is necessary to select research methodologies on the basis of nature of research.
(TeLemke, Clark and Wilson, 2011). It helps in attainment of better results within stipulated
period of time. The research methods which are highly suitable for conducting research
described through the section presented herewith. This section provides information regarding
research method which is further enhances the knowledge of researcher. It is provided that this
section of research is highly important in nature. Research methodology also provides the
information regarding the best research method and their benefits which are attain by researcher.
This will provide the standards to researcher to complete their work in more suitable manner.
The methodologies which are used in this present case are described below in detail.
Type of investigation
It is an obligation upon the researcher to determine nature of research work before
selection of research techniques and methods. It is identified that research is mainly of two types
which are considered as qualitative and quantitative in nature. The main aim behind qualitative
research is to ascertain the information and data which is more relevant and qualitative in nature.
Therefore, qualitative technique of research is adopted for such kind of analysis. If the matter of
study deals in determination of human feelings and perceptions, then it is called the research of
qualitative nature (Long and et. al., 2013). On the other hand, Quantitative research includes use
of statistical techniques and methods to carry out their work. If matter of study deals with
numerical facts and figures, then the research work is said to be quantitative in nature. In present
scenario, main aim of study is to understand about the effectiveness of customer relationship
management for Easy Jet. Under this study, research needs to be conducted research regarding
importance of having good relation with their customers and determination of their wants and
17

preferences. This will provide that the nature of study is qualitative. So, researcher is need to
implement qualitative methods and techniques to carry out their research work.
3.2 Research design
It is an essential part of this dissertation and it emphasis on determining the methods by
which research can conduct an investigation in an effective or better manner. It is a kind of
blueprint through which the various activities of research are carried out in an effective or better
manner. There are various kinds of research designs on which research work is based and these
are exploratory, meta- analytic, descriptive and also experimental (Low and Anshari, 2013). The
main focus of descriptive research on doing the study in a detailed manner regarding the data or
information which are available already. On the other hand, major focus of exploratory design on
examining the new figures as well as facts which are effective for operations of an investigation.
The experimental design is depending on measuring the scientific along with mathematical
calculations in context to proving models and theories. But under this, an investigator used
descriptive research design because it provides all the data in a detailed or proper manner
regarding an impact of Customer Relationship Management on satisfying needs of consumers in
an effective manner.
3.3 Research Approach
It is a kind of technique by which an outline of whole research study can be identified
through an investigator. Perception of an investigator at the time of conducting work of research
shows approach for adopting this research study. In this, there are generally two different
approaches of research are include and these are deductive and also inductive. An inductive
approach is concerned with the qualitative research and it is an accent on current facts and also
figures. According to the observation, there is a particular pattern developed. It is helpful in
providing particular present theory by develop of tentative analysis (Mohsan and et. al., 2011).
With the help of this approach, firm can identify advantages of Customer Relationship
Management. On the other hand, deductive approach provides the more specific data or
information. It is related with creating a hypothesis which is based on the current theory and also
design effective research related strategy. Under this, outcomes or results are confirmed by an
observation of the given figures and facts. In this, an impact of CRM on satisfaction level of
consumers can judge by an extraction of the data or information concerned to the profit level.
18

For conducting the research, an investigator uses inductive approach from making the outcomes
better and effective.
3.4 Research philosophy
It is an important or essential tool which helps to researcher in determining the better way
of gathering data or information and deliver beneficial conclusion. It helps in identified better
pattern which is followed through an investigator at the time of conducting a research in an
effective or better manner. It is necessary for an investigator to choose a suitable and efficient
philosophy to support study in to a consideration. In addition to this, research work is based on
the positivism and interpretivism philosophy (Rahimi and Kozak, 2017). Positivism philosophy
is beneficial as well as suitable for investigation where the mathematical along with scientific
tools are adopted for the purpose of gathering and measuring data or information. On the other
hand, in an interpretivism philosophy, researcher adopts and uses the qualitative method for
accumulation of data and also conduct an analysis. Here, study of research is emphasized on the
qualitative evaluation under which Customer Relationship Management helpful in satisfying or
retention consumers in a business firm. Therefore, it can be said that there is a need to take
research in to a consideration which depends on an interpretive philosophy. Under this, for
conducting research, an investigator uses interpretivism philosophy in a systematic or proper
manner. This kind of research approach is very suitable for the conducting research or better
outcomes.
3.5 Data collection method
Data collection is regarded as a most necessary component of research. In this, it is a duty
of researcher to collect relevant data and also information related to the research topic. There are
two main sources to research collection and these are primary or secondary. Under the primary
sources, information and also data are collected with the help of questionnaire, surveys,
interviews, personal observation and many others (Roberts-Lombard and Du Plessis, 2012). In
this, data is collected for the first time use. On the other hand, secondary source data is gathered
with the help of journals, books, library etc. Research which is taken in to a consideration
extracts the exact information and also data from the secondary and primary both the sources.
The research which is take in to a consideration exception the relevant and accurate data from the
secondary along with the primary sources. It is by in- depth assessment of the secondary as well
as primary information and data which an investigator able to be generate the reliable and also
19

valid outcomes in an effective or better manner. Under this, secondary information and also data
for current case is to be accumulated by the referring articles, journals and also published
materials. In context to accumulate the primary data, there is a sample size of 30 people taken.
Under this, there is a questionnaire prepared through an investigator and through this, researcher
takes the feedback from the chosen people (Ryu, Lee and Gon Kim, 2012). Researcher uses the
primary method of data collection through questionnaire and in this many different questions
will be mentioned related to literature review and through this an investigator can collect
different opinions and information from people. In order to collect the data, research uses
random sampling method to select consumers because to attract them and will be consumers of
that firm.
3.6 Sampling method
The method of sampling emphasizes on choosing sample which replicates from the whole
population. In context to this, an investigator can adopt or use either the non- probabilistic and
also probabilistic technique of sampling. Under the probabilistic technique consists simple
sampling technique under which the equal probability is to be assigned to each observation. The
second technique is non- probabilistic and it consist the purposive and convenience technique of
sampling. On the basis of convenience sampling technique, an investigator tends to be chose the
sample of the population on the basis of researcher convenience. Along with this, purposive
technique of sampling is emphasizing on chosen of the sample which serves reason of research
study in to a consideration (Stentoft Arlbjørn, Vagn Freytag and de Haas, 2011). Among all the
given techniques, a researcher uses purposive technique in order to choose appropriate and also
effective population sample. Under this current research, there is sample size of 30 consumers
are selected from whole population of UK. All these consumers are regular using the products of
the company so that researcher can easily take reviews and feedback towards the products and
services.
3.7 Data analysis
An evaluation and also in- depth analysis is regarded to very essential component in order
to make the work of research is very successful. In context to conducting research analysis, there
is a need to an investigator to adopt the quantitative and also qualitative techniques. With the
help of both research analysis techniques, researcher can find the valid results or also outcomes.
Research which take in to a consideration is in the qualitative nature that turns a qualitative
20

application. Under this, collection of data and information will have analysed (Valmohammadi
and Beladpas, 2014).
3.8 Accessibility issues
It can be accent on accessibility of accurate resources along with information which are
necessary for conducting an investigation in a systematic or better way. But at the time of
conducting research, there are some problems faced through a researcher with a limited
availability of accurate or specific information. Restriction on chosen respondents parts to give
information which can raise problem for researcher (Wu and Lu, 2012). Time and money, these
all are main issues which firm faces during the research. In conducting research, there is a need
for researcher to invest the proper amount of funds as well as time so that all problems which can
be arise in conducting the research programme can be handled properly. With the help of this
outcomes will be better and proper. Under this research work, it is essential for an investigator to
assure about investment along with the resources for extracting accurate and also relevant
information.
3.9 Ethical issues
Under this, ethical consideration is regarded as most important feature in conducting
research programme in a systematic manner. Investigator is to be obliged for assuring the care of
those parties which are involves in the research work. In addition to this, researcher is
responsible to keep the information as well as data of respondents confidential. It is necessary
that an investigator should be assure that sentiments of people should not be harm through
questionnaire and also not any kind of personal information taken from them (Wu and Lu, 2012).
In addition to conduct research, investigator should assure that research should be based on the
objectives. With the help of this, company will be successful in doing the research and outcomes
will be better. It is necessary researcher should include the ethical considerations in its research
by following all the rules and ethical in a proper way. It can have said that investigator is
responsible for conducting the work of research on the basis of set principles or also guidelines.
3.10 Validity and reliability
It is important for an investigator to produce the reliable and also valid outcomes by
doing the research work. Under this, reliability and also validity both are regarded as a most
necessary aspect for conducting a research in an effective manner. In regards to validity creation,
21

there is a requirement for researcher to collect the relevant information from authenticated
resources in an effective manner. It is necessary that investigation should be valid as well as
reliable so that outcomes will be drawn better (Ryu, Lee and Gon Kim, 2012). Reliability is a
degree under which assessment tools and techniques which produces the consistent and stable
results. It can only apply in the case of individual measures. On the other hand, validity is a
believability as well as credibility of research. It is necessary that findings should be genuine and
relevant. Under this, researcher collects the data or information on the basis of reliability and
validity in a systematic and better manner.
22

Chapter 4: Data Analysis
Data analysis is considered as most necessary part of the research work. It is by an in-
depth examination of the appropriate information and data that an investigator is able to conclude
the valid results in a better manner. Under this, an investigator is able to accomplish the
objectives of research with the help of effective analysis through adopting appropriate and
efficient techniques of research. With the help of this research analysis, investigator has collect
the relevant is required information for better conclusion. Under this researcher conducted an
analysis of accurate information with the help of this section. In addition to this, there is a
thematic analysis which has been adopted on research part so the research will be conducted in
an effective or better manner. Themes which are developed is helpful in segregating all
information related to finance will be accumulated. It will be helpful in organising more
information to be accumulated. Under this, analysis of the accurate information and also data
conducted in a systematic or better manner with in a given period of time. This data analysis
section generated a method to draw valid and reliable results and also decided proper courses of
action for the future context. It is by an in- depth examination of accurate or proper information
that an investigator is able to accomplish pre- defined aims in an effective manner. Data analysis
is helpful in developing proper platform in order to generating of better outcomes for this
research study.
This present research is based on affect of Customer Relationship Management on
customer satisfaction in an organisation. Particularly, this study is conducted for EasyJet
organisation and it is one of the leading airline company in United Kingdom. In addition to this,
there is a primary information collected with the help of questionnaire. Under this, there is
sample size of 30 people taken through researcher. An information was accumulated through
distribution method of questionnaire which was analysed by a thematic analysis. Under this,
overall information as well as data segregated in to various parts on the basis of research related
objectives. In context to summarized data, graphical presentation assistance is taken in to a
consideration. There is a thematic analysis which helps in conducting an examination of accurate
or better information in a systematic or better manner.
THEME 1 : Gender
23

Q1) Gender Frequency
Male 18
Female 12
Male Female
0
2
4
6
8
10
12
14
16
18
20
Column B
Interpretation- There are large number of consumers of EasyJet at the market place. On the
basis of given graph, there are 18 people said that males uses the services of EasyJet
organisation but 12 respondents said that females also uses EasyJet services.
THEME 2: Age
Q2) Age Frequency
18-29 13
30-45 10
46-60 7
24

18-29 30-45 46-60
0
2
4
6
8
10
12
14
Column B
Interpretation- According to give graph, 13 respondents said that age group of 18 to 29 years
people uses the services of EasyJet most because this age group of people like to travel most but
according to 10 respondents, 30 to 45 age group people travel a lot for business and other
purposes.
THEME 3: Services provided by EasyJet were to your expectations.
Q3) Services provided by EasyJet were to
your expectations
Frequency
Highly agree 14
Agree 9
Disagree 7
25

Highly agree
Agree
Disagree
Interpretation- According to 14 people, company gives services to its consumers according to
their expectations and provides goods and give services on the basis of their demands and needs
in an effective manner means they are highly agree from services of firm but 9 persons are only
agree. 7 respondents which are not agree with this statement.
THEME 4: EasyJet provides enough importance
Q4) EasyJet provides enough importance to
the needs and wants of consumers
Frequency
Agree 22
Disagree 8
26

Agree
Disagree
Interpretation- From the above graph it has been stated that it is necessary that firm should
provide the first priority to needs and demands of consumers in a better manner. From the
survey, it has been seen that from the total 30 respondents only 22 said that EasyJet business firm
provides importance to the wants and needs of customers in a better manner. But as per the view
point of 8 people that its main motive is to earn profit and does not take care about the
consumers needs and it impacts on them in a better manner. In addition to this, it is necessary for
this organisation to take care about the demands of consumer and also feel them they and their
needs are more important for business in a better way.
THEME 5: Employees are helpful and professional.
Q5) Staff members are helpful and
professional
Frequency
Highly agree 15
Agree 6
Disagree 5
Can't say 4
27

Highly agree
Agree
Disagree
Can't say
Interpretation- It is essential that staff members of any firm should be very professional as
helpful. From given graph, it has been stated that 15 respondents are highly agreed from this
statement but there are 6 respondents which are only agree from this statement. 5 respondents are
disagree and they need more helpful and professional but there is 4 respondents which can not
say about this.
THEME 6: EasyJet gives good travelling services to its consumers
Q6) Company provides good travelling
services to its consumers comparing with
similar airline providers?
Frequency
Yes 17
No 13
28

Yes No
0
2
4
6
8
10
12
14
16
18
Column B
Interpretation- From the survey it has been identified that EasyJet company gives better service
as comparison to other firms. There are 17 respondents which said that this organisation provides
betters services as comparison to others. But according to 13 people, it needs to more
improvement.
THEME 7: Employee's response to queries was on time?
Q7) Staff member’s response to the queries
was on time?
Frequency
Highly agree 11
Agree 8
Neutral 7
Highly disagree 5
29

Highly agree
Agree
Neutral
Highly disagree
Interpretation- At marketplace, EasyJet company has many consumers and they are loyal
towards it. According to 11 respondents, employees of EasyJet firm solve the queries of
consumers on proper time period and they are highly agree with this. But 7 respondents said that
they are not sure about this because they do not use this firm services more.
THEME 8: Services fares are acceptable?
8)Services fares are acceptable? Frequency
Yes 21
No 9
30

Yes No
0
5
10
15
20
25
Column B
Interpretation- On the basis of view point of 21 respondents that the cost of Easy jet business
firm is not more it is normal and every one can use its services. This organisation segments its
services cost on the basis of income level of consumers but there are 9 people which are agree
which this statement.
THEME 9: Which tools should be use by EasyJet to better satisfy the needs of its
consumers?
Q9) Which tools should be use by EasyJet to
better satisfy the needs of its consumers?
Frequency
Discount 12
Economic Cost 8
Corporate Social Responsibilities 10
31

Discount
Economic Cost
Corporate Social
Responsibilities
Interpretation- It has been stated from the above graph that there are many different tools and
techniques which organisation used to attract the large number of people as well as generating
more profit in a better or effective manner. There are three main tools which Easy Jet
organisation uses to develop positive affect in the mind of consumers are Corporate Social
Responsibilities, Discount and also Economic cost. On the basis of 12 people point of view that
this airline form should use the discount tool to attract people as well as satisfy their demands
and needs in a better manner.
In this present time period, people are more focused towards discounts as well as offers
because it will be economic to them and also provide them benefits in a effective way. But under
this 12 people said that economic cost is a beneficial tool to maintain better relationship with
them and also satisfy their needs. It is necessary that firm should provide its travelling services at
economic cost so from this the middle class people will be travel and develop positive affect on
them. It will be helpful in enhancing their sales in a better manner. On the other hand, there are
10 people which are agreed from the CSR related tool because it provides the more advantage to
society. Under this, firm conducts some of the social activities for benefit to society in a better
manner. In this company give some profit from its total profit in welfare of society as well as
people.
THEME 10: Overall how satisfied are you with services
32

Q10) Overall how satisfied are you with the
services provided by EasyJet airline?
Frequency
Very satisfied 12
Satisfied 8
Unsatisfied 5
Highly unsatisfied 3
Very satisfied
Satisfied
Unsatisfied
Highly unsatisfied
Interpretation- On the basis of above graph, it has been concluded that about from the services
of EasyJet airline organisation among 30 respondents only 12 persons are very satisfied from it
services in a better manner. The main motive of this organisation is to provide better quality of
travelling services to people so that their needs will be satisfied in a better of effective manner. In
addition to this, there are only 8 respondents which are satisfied from its services and they want
some kind of improvements from its travelling related services. There are 5 other person which
are not satisfied from services of Easy Jet and respondents which are not interested to use its
services any more.
THEME 11: First time using our services?
Q11) Is this your first time using our Frequency
33

services?
Yes 14
No 16
Yes No
13
13.5
14
14.5
15
15.5
16
Column B
Interpretation: Among the 30 respondents, there are 14 people which said that they are using
services of EasyJet airline for first time but there are also 16 respondents which are regular
customers of this firm and also be loyal to firm.
THEME 12: Using our services
Q12) How often have you been using our
services?
Frequency
Once a month 5
Once at 6 month 7
Once a year 10
Occasionally 8
34

Once a month
Once at 6 month
Once a year
Occasionally
Interpretation: From the 30 respondents, there are only 5 people which said that they started to
use services of Easy Jet once in a month but according to 10 respondents which are use its
service once in a year. According to 8 respondents they use the services of Easy Jet on occasion
basis. There are also 7 respondents which use services of EasyJet in every 6 months.
THEME 13: CRM practices efficient for gaining consumer needs
Q13) Are CRM practices efficient for
gaining consumer needs?
Frequency
Agree 18
Disagree 12
35

Agree Disagree
0
2
4
6
8
10
12
14
16
18
Frequency
Interpretation: CRM practices are helpful in managing as well as analysing data or interactions
of consumers. so, under this according to 18 people that CRM practices provide benefits to
employees. On the other hand on the basis of 12 people point of view that these are not effective
as well as beneficial for gaining needs of consumers.
THEME 14: Opinions of consumers taking in to an consideration to increase purchase of
business
Q14) Are opinions of consumers taking in to
an consideration to increase purchase of
business?
Frequency
Yes 20
No 10
36

Yes No
0
5
10
15
20
25
Column B
Interpretation: It is necessary that firm should take or consider opinions of customers and then
work on them. According to 20 persons, EasyJet company taking valuable opinions of
consumers in order to enhance purchase but 10 people said that firm did not give more
importance to their opinions.
THEME 15: Impact of customer relationship management on retention or loyalty of
consumers?
Q15) What will be impact of customer
relationship management on retention or
loyalty of consumers?
Frequency
Optimize marketing 8
Better consumer relation 12
Effective internal communications 10
37

Optimize marketing
Better consumer relation
Effective internal com-
munications
Interpretation: Among 30 respondents, there are 8 people which said that affect of CRM on
retention of consumers will be optimize marketing but on the basis of 12 people that from this
consumer and organisation relation will be goods. In addition to this, there are 10 which are
agree which the effective internal communication.
THEME 16: Importance of CRM on consumer satisfaction
Q16) What are the importance of CRM on
consumer satisfaction?
Frequency
Consumers will be loyal 12
Increase sales 10
Enhance market share 8
38

Consumers will be loyal Increase sales Enhance market share
0
2
4
6
8
10
12
14
Column B
Interpretation: According to 12 people, the main importance of CRM on satisfaction of
consumers will enhance their loyalty but 10 respondents said that from this sales will be
enhanced more. In addition to this, there are 12 respondents which said that if consumers will be
satisfied that they will purchase more products and from this market share will be increased. On
the basis of 8 respondents that if consumers will be satisfied then in this case market share of
EasyJet will be enhanced.
THEME 17: Any suggestion for EasyJet
Q17) Do you have any suggestion for
EasyJet?
Frequency
Take continuous feedback of consumers 14
Offers given to loyal consumers 16
39

Take continuous
feedback of con-
sumersOffers given to loyal
consumers
Interpretation- According to 14 respondents it has been suggested that EasyJet should take
feedback from its consumers so know about the viewpoints and opinions and make changes
accordingly. On the other hand 16 people said that firm should provide effective offers to its
loyal consumer which use its services on continuous basis.
40

Chapter 5: Conclusion and Recommendations
It is a final section of dissertation work which is emphasizes on drawing reliable and also
valid conclusion. Under this an investigator is enable to summarize better results which are
drawn through analysis method with the help of this chapter. Through this section, an
investigator is able to determine the reliable course of action for the future context. This section
of research is regarded as a most necessary in nature since it gives an overview of whole work of
research to people. In context to it, this section emphasizes on giving recommendation and also
conclusion to company in to a consideration. The main focus of this chapter on conclusion as
well as recommendation which are given below:
Conclusion
This research study emphasized on the studying of analysing an impact of Customer
Relationship Management on satisfying needs and wants of people in a better manner. This
research report is based on the particular case of EasyJet airline organisation. Under this,
researcher has determined to many methods for satisfying the consumers needs and maintain
their loyalty. Customer Relationship Management is an effective approach or tool in order to
developing and maintaining better relationships with consumers. EasyJet company understand
about execution of Customer Relationship management systems in business and it is a better tool
to prepare better strategies or policies for maintaining the consumers loyalty in a better manner.
Under this research, studied regarding satisfaction level of consumer which can be impacted
through CRM. The CRM system can embedded with EasyJet firm in order to support
relationship of busienss in an easy manner. This airline company see towards needs as well as
preferences of consumers and then and then on the basis of their needs and demands. As the
main motive of this organisation to satisfy needs of customers and earn more profit. All promises
as well as efforts of EasyJet business firm to enhance the satisfaction level of consumers and also
their trust will depends on investments which will make in execution of the Customer
Relationship Management system. Under this research report studied about the importance of
Customer Relationship Management on sustaining consumers towards firm for long period of
time. It developed positive impact on business and maintaining better relationship among the
consumers and also organisation. The statements of various authors has been taken regarding
this specific research topic given in a better way. Under this reliability or validity of better results
41

derived are judged through method of determining experience level. In this report discussed
about theories or models of CRM and its impact on customer satisfaction. Analytical CRM
activities are used for analysis the behaviour of consumers as well as inquiries to support the
decision making. Under this, for collect data researcher made a questionnaire and prepare those
questions which can not harm their beliefs. With the help of that questionnaire, firm can know
about its services in an effective or better manner. It has been also summarized that Customer
Relationship Management is helpful in maintaining the better and effective relationship with
consumers. The manager of this organisation motivate its staff members to work in a team
together and also create an effective way to doing activities as well as operations in a easy
manner. The CRM is an effective way of maintaining effective relationship with people and also
generating more profit in a better manner.
Recommendation
It has been recommended from the above given report that customer satisfaction is first
and foremost priority of an organisation. An analysis conducted by study shows that customer
satisfaction provides the long term advantages to an organisation to provides the more benefits to
them. EasyJet airline organisation provides the better travelling facilities to people so that they
can travel freely from one place to another. It has been recommend from the above report that
along with the needs or consumers, EasyJet company should take about the needs and demands
of staff members in an effective or better manner. Managers should provide them proper training
about the consumer service and also treat with them in a fair manner. With the help of this they
will feel motivated and work on provide better quality of services in an effective or satisfactory
manner. Under this, EasyJet airline company should conducts some CSR activities for the
purpose of developing positive impact on people of society. It is an easy method of attracting
people and enhancing sales in a better manner. This organisation should make the better changes
in its pricing strategies because the people of today's time period wants economic cost services.
If firm will make changes in its pricing policies then it will be beneficial for an organisation. It is
necessary that firm should identify the many opportunities which are beneficial for expanding
business in the other countries in an effective manner. On the other hand, Easy Jet should
provide some playing facilities to children so that can enjoy. In addition to this, EasyJet airline
company provides many offers and also discounts to attracting people and increasing profit level
of business. From this, development and growth of business firm will be enhanced in a better and
42

effective manner. In order to enhancing effectiveness of business, it is necessary for top
management of EasyJet airline company to make better strategies to deal with the other strong
competitors at market place. This firm can provide the special discounts as well as better
travelling packages to its loyal consumers or those which uses its services on continuous basis.
43

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Appendix:
Questionnaire:
1) Gender
 Male
 Female
2) Age
 18-29
 30-45
 46-60
3) Services provided by EasyJet were to your expectations.
 Highly agree
 Agree
 Disagree
4) EasyJet provides enough importance to the needs and wants of consumers.
 Agree
 Disagree
5) Staff members are helpful and professional.
 Highly agree
 Filter Type
 Agree
 Disagree
 Can't say
6) Company provides good travelling services to its consumers comparing with similar
airline providers?
 Agree
 Disagree
 Can't say
46

7) Staff member’s response to the queries was on time?
 Highly agree
 Agree
 Neutral
 Highly disagree
8) Services fares are acceptable?
 Highly agree
 Agree
 Highly disagree
9) Which tools should be use by EasyJet to better satisfy the needs of its consumers?
 Discount
 Economic cost
 Corporate Social Responsibilities
10) Overall how satisfied are you with the services provided by EasyJet airline?
 Very satisfied
 Satisfied
 Unsatisfied
 Highly unsatisfied
11) Is this your first time using our services?
 Yes
 No
12) How often have you been using our services?
 Once a month
 Once at 6 month
 Once a year
 Occasionally
13) Are CRM practices efficient for gaining consumer needs?
 Agree
47

 Disagree
14) Are opinions of consumers taking in to an consideration to increase purchase of
business?
 Yes
 No
15) What will be impact of customer relationship management on retention or loyalty of
consumers?
 Better consumer relation
 Effective internal communications
 Optimize marketing
What are the importance of CRM on consumer satisfaction?
 Increase sales
 Consumers will be loyal
 Enhance market share
17) Do you have any suggestion for EasyJet?
 Take continuous feedback of consumers
 Offers given to loyal consumers
Summary Sheet
A B C
Research Questions Answers Action items
(Agree
respondents
from 30
respondents)
1) Services provided by
EasyJet were to your
expectations.
According to 14 people, company gives
services to its consumers according to their
expectations and provides goods and give
services on the basis of their demands and
needs in an effective manner. But there are
9
48

12 respondents which are not agree with this
statement.
2) EasyJet provides enough
importance to the needs and
wants of consumers.
From the above graph it has been stated that
it is necessary that firm should provide the
first priority to needs and demands of
consumers in a better manner. From the
survey, it has been seen that from the total
30 respondents only 22 said that EasyJet
business firm provides importance to the
wants and needs of customers in a better
manner. But as per the view point of 8
people that its main motive is to earn profit
and does not take care about the consumers
needs and it impacts on them in a better
manner. In addition to this, it is necessary for
this organisation to take care about the
demands of consumer and also feel them
they and their needs are more important for
business in a better way.
22
3) Company provides good
travelling services to its
consumers comparing with
similar airline providers?
From the survey it has been identified that
EasyJet company gives better service as
comparison to other firms. There are 17
respondents which said that this organisation
provides betters services as comparison to
others. But according to 13 people, it needs
to more improvement.
17
4) Is this your first time
using our services?
Among the 30 respondents, there are 14
people which said that they are using
services of EasyJet airline for first time but
there are also 16 respondents which are
14
49

regular customers of this firm and also be
loyal to firm.
5) Are opinions of consumers
taking in to an consideration
to increase purchase of
business?
It is necessary that firm should take or
consider opinions of customers and then
work on them. According to 20 persons,
EasyJet company taking valuable opinions of
consumers in order to enhance purchase but
10 people said that firm did not give more
importance to their opinions.
20
6) Staff member’s response
to the queries was on time?
At marketplace, EasyJet company has many
consumers and they are loyal towards it.
According to 11 respondents, employees of
EasyJet firm solve the queries of consumers
on proper time period and they are highly
agree with this. But 7 respondents said that
they are not sure about this because they do
not use this firm services more.
8
D
Primary Findings
1)
Highly agree
Agree
Disagree
50

2)
Agree
Disagree
3)
Yes No
0
2
4
6
8
10
12
14
16
18
Column B
51

4)
Yes No
13
13.5
14
14.5
15
15.5
16
Column B
5)
Yes No
0
5
10
15
20
25
Column B
52

6)
Highly agree
Agree
Neutral
Highly disagree
53

54