A Study of Ryanair: Customer Satisfaction and Dissatisfaction Factors
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Added on 2020-06-05
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“To analyse the factors affecting customer satisfaction and dissatisfaction in airline industry- A study of Ryanair” TASK 11 1.1 Research project outline specification1 RESEARCH AIM AND OBJECTIVE1 Research question1 1.3 Undertake critical review 2 1.4 Research methodology 4 1.5 Gantt chart 5 TASK 26 2.1 Match the resources efficiently to the research questions 6 2.2 Undertaking the proposed research investigation6 2.3 Record and collected data 6 Task 310 3.1 Research evaluation techniques10 3.2 Interpret and analyses result10 3.3 Recommendation 17 Task 418
A Study of Ryanair: Customer Satisfaction and Dissatisfaction Factors
Added on 2020-06-05
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“To analyse the factors affecting customersatisfaction and dissatisfaction in airlineindustry- A study of Ryanair”
Table of ContentsTASK 1............................................................................................................................................11.1 Research project outline specification..............................................................................1RESEARCH AIM AND OBJECTIVE .................................................................................1Research question ..................................................................................................................11.3 Undertake critical review ................................................................................................21.4 Research methodology.....................................................................................................41.5 Gantt chart........................................................................................................................5TASK 2............................................................................................................................................62.1 Match the resources efficiently to the research questions................................................62.2 Undertaking the proposed research investigation ............................................................62.3 Record and collected data.................................................................................................6Task 3.............................................................................................................................................103.1 Research evaluation techniques......................................................................................103.2 Interpret and analyses result .........................................................................................103.3 Recommendation ..........................................................................................................17Task 4.............................................................................................................................................184.1 Presenting outcome in a poster format...........................................................................184.1 Presenting outcome in a poster format...........................................................................19References .....................................................................................................................................23Appendix........................................................................................................................................25
TASK 11.1 Research project outline specificationTitle: To analyse the factors affecting customer satisfaction and dissatisfaction in airlineindustryThe airline industry is highly competitive in the market and customers are the mostimportant factor in order to increase sales and profit of the airline companies. Customersatisfaction is one of the essential factors which plays significant role in order to gaincompetitive advantages. In the modern era, it is important to deliver services to customersaccording to their needs and wants in order to survive in this cut throat competitive environment.The present research is done to analyse the factors affecting customer satisfaction anddissatisfaction of Ryanair Company. Due to increase in customer complaints regarding the priceand other services, is has become of the major issues for the Ryanair. The company is unable tosolve these issues because of which customers are getting dissatisfied and switching to otherairline companies (Eisingerich, Auh and Merlo, 2014.). These types of problem mainly faced byUKCBC students who travel more than once in a month from this particular airline. The presentinvestigation will assist in analysing those factors and methods to overcome customerdissatisfaction level. RESEARCH AIM AND OBJECTIVEAim“To analyse the factors affecting customer satisfaction and dissatisfaction in airline industry- Astudy of Ryanair” Research objectivesTo understand the importance of customer satisfaction of Ryanair To evaluate the factors influencing customer satisfaction and dissatisfaction level ofRyanair.To suggest strategies to overcome the factors which impact customers satisfaction levelof Ryanair. 1
Research question The below presented research questions are essential way for the researcher in order tocollect the information accordingly. What is the importance of customer satisfaction of Ryanair airline companyWhat are the factors influencing customer satisfaction and dissatisfaction level of Ryanairairline company.1.2 Factors that contribute to the process of research project Rational of the studyThe present research is conducted in order to develop the understanding regarding thefactors which are influencing the customer's satisfaction and dissatisfaction level of Ryanair.There is continuous increase in the its fares which has created a problem for those customerswho mostly travels through airways (Ennew, Binks and Chiplin, 2015). Along with this, thereare many customer complaints which are not handled by management effectively and efficiently.Apart from this delay in flight also impact the customer satisfaction level adversely. Therefore,the present study will help in developing deep understanding related to the essential factor thatcontributes toward increasing the customer satisfaction level. Interest: This topic is selected because it helps in understand the way airline company canincrease the satisfaction level of its customers. Along with this it helps in developingunderstanding related to the factors related to customers satisfaction and dissatisfaction. Scope and importance: The scope of this research is that it helps company in understanding thefactors that can directly or indirectly impact the satisfaction level of customer. Further, with thehelp of this it becomes easy for the company to focus on increasing the satisfaction level ofcustomers.1.3 Undertake critical review Literature reviewThe importance of customer satisfaction for airline industry2
According to the Taylor, Bogdan and DeVault, (2015), customer satisfaction can varyfrom person to person and service to service. But it can be stated that if the product at least metminimum needs of the customer then it can be said customer satisfaction. However, if productand services fail to meet the minimum needs of the consumer then it makes customerdissatisfied. Customer needs and wants changes with the change in time. It is important for thecompany to modify its product and services as per the expectation of the customers. However, ifthe firm gets failed to do so, the customer switches to another brand for fulfilling their needs andwants. The state of satisfaction depends on the physical variables and psychological. In theairline industry, there are various factors on which customer satisfaction depends such as in-flight services, check-in procedure, handling customer issues, reservation etc. If company focuson delivering quality services to its customer then it leads to retaining them for the longer period.Along with this, the consumer also recommends the same to their friends and family if they aresatisfied with it. According Jahanshani, Nawaser and Khaksar, (2014) opinion due to the influence of thecustomer satisfaction on repeat purchase and word of mouth recommendation, customersatisfaction has become one of the critical factors for the airline industry. There are differentauthors who described customer satisfaction differently. Reynolds, Creemers and Teddlie,(2014) state that customer satisfaction is an indicator that consumer will return back to itsproduct and services or not. There are many consumers’ who buy product and services with theexpectation which are based on their previous purchase experience. Korschun, Bhattacharyaand Swain, (2014) that customer satisfaction plays significant role for the firm in order toincrease sales and profit. For example. If the consumer gets satisfied from the product andservices then it will definitely become loyal to that brand and also recommend its product toother which help the company in making the good position in the market. The factors influencing customer satisfaction and dissatisfaction level airline company.According to the Eisingerich, Auh and Merlo, (2014), there are numerous factors thatinfluence customer satisfaction and dissatisfaction level. There is a great link between qualityservices and customer satisfaction. According to the opinion of Wu, (2013), service quality is theimportant factor which makes customer loyalty and customer satisfaction. Further price of theproduct and services lead to influence customer satisfaction and dissatisfaction. If the customer3
gets quality services at the reasonable price then it leads to keep them satisfied for the specificperiod of time. Customers are of different types as because for few customer, prices is importantwhile for other quality services. For example, there are many customers who are ready to payhigh prices for quality services, but if they do not get for that then it leads to dissatisfied them.This can negatively impact the sales and profit of them firm.According to the view of Kärnä, 2014 there are many factors which lead to dissatisfyfrom such as delay in security check point and inappropriate flight schedule which lead to affectcustomer. If customer pay high price then it is important for the firm to deliver them qualityservices so that they do not get disappoint with the company product and services. Customerexpectation should be meet on time so that they do not switch to other brand products andservices. If customers queries not resolved on time then they do not like to prefer to take theirproducts. With the changes of time needs and wants of customer also get changes so it isimportant for the firm to make sure that they first conduct market research and modify theirproduct and services accordingly. 1.4 Research methodologyResearch methodology is essential part in research because it provides different tools andmethods which scholar in carrying out the research in a systematic manner. The followingmethods are considered in this section:Research approach- Research approach can be stated as research strategy which assistsscholar in carrying out the study in an effective manner. There are two kinds of approachthat is inductive and deductive. As per the nature of research, an inductive approach willbe applied to the present research ((Taylor, Bogdan and DeVault 2015). The reasonbehind selecting this method is that it helps in gathering general information first thefocus on specific issues. Research design – Research design help in identifying the key problem which isassociated with the study. There are different types of research design such asexplanatory, descriptive, case study etc. The present investigation is based on analysingthe factors affecting customer satisfaction and dissatisfaction of Ryanair, thus descriptiveresearch design will be applied. The reason behind selecting this design is that it helps indescribing the characteristic of the population which are considered in this study,4
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