Customer Satisfaction Assignment: UK Airline Industry

RESEARCH PROJECT

TABLE OF CONTENTS
ABSTRACT..........................................................................................................................1
INTRODUCTION................................................................................................................2
TASK 1............................................................................................................................................2
1.1 Design project outline specification.................................................................................2
Research Aim........................................................................................................................2
1.2 Components affect selection of research topic.................................................................3
1.3 Literature review..............................................................................................................3
Concept of customer’s satisfaction.......................................................................................3
Meaning of services quality...................................................................................................4
Component of customer satisfaction.....................................................................................4
1.4 Research methodology.....................................................................................................6
1.5 Gantt chart........................................................................................................................8
TASK 2............................................................................................................................................9
2.1 Matching resources to the research question and hypothesis...........................................9
2.2 Undertaking proposed research investigation................................................................10
2.3 Recording and collecting information from respondents from the questionnaire..........19
3.3 Conclusion, Recommendation and further research areas.............................................21
TASK 4..........................................................................................................................................22
4.1 Presentation of the research............................................................................................22
REFERENCES..............................................................................................................................24

ABSTRACT
The purpose of this research work is to investigate the impact of services quality on the
satisfaction level of customers with a special context of UK’s airline industry. For which,
EasyJet being one of the renowned airline firm has been taken into consideration. Customer
satisfaction is a prime consideration of all sort of entities that is required to be enhanced by
provisioning effective services to their respective set of clients and users. The current study has
depicted a direct link of service quality with that to the satisfaction level of the consumers. With
help of this investigation, the researcher has effectively analysed the impact of service quality on
the satisfaction level of EasyJet’s customers. A descriptive research design has been used by the
investigator to carry out a survey of 30 participants, as UKCBC students using the services
offered by EasyJet on regular basis. The gathered set of information has concluded a significant
impact of service quality on the satisfaction level of EasyJet’s customers where the quality of the
services provisioned by them is evident to influence the satisfaction level of the respondents. The
satisfaction level of the participants contributed in the study are found to be at a moderate level.
Key words- Customer satisfaction, service quality, price
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INTRODUCTION
In the competitive market, every organisation desires to gain high level of profitability
and market share. For attaining this objective, firms design several strategies of business.
However, customer is one of the major king of the market who can provide effective profitability
and growth to any firm (Agbor, 2011). It is very important for the organisation to keep satisfy its
customer by delivering high quality of services and product according to their demand and
requirement. Customer satisfaction is very important for the company growth and profitability. It
is a marketing term that measures how product and services supplied by the organisation meet a
customer expectation. In the present research, investigator have major aim is to investigate the
impact of services quality on the customer sanctification with respect of Easy Jet Airline, UK.
TASK 1
1.1 Design project outline specification
Research Aim
To analyse the impact of service quality in raising the satisfaction level of customers in
Airline Industry: A case study on EasyJet, UK.
Research Objectives
1. To explore the concept of customer satisfaction in airline industry.
2. To analyse the significance of service quality in enhancing the satisfaction level of the
customers.
3. To assess the way in which service quality impacts upon the satisfaction level of
customer’s in airline industry.
4. To recommend some effective strategies to EasyJet for improving the service quality for
enhancing the satisfaction level of customers.
Resource Implication
In order to carry out a successful investigation, the set aim and objectives, the researcher
is required to focus upon several resources such as time, funds, human resources and technology,
etc. In the absence of these resources, the researcher may deviate from a timely attainment of the
undertaken study (Yuksel, Yuksel and Bilim, 2010). As the researcher has a defined budget, it
may lead to certain difficulties in conducting activities like transportation, acquiring stationery
items, printing questionnaires, cost to access internet, etc. This requires abundant source of funds
with an activity based method of budgeting. On the other hand, another significant resource is
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time where a limited time period can negatively influence the study. In order to overcome the
impact of time, researcher will consider designing a Gantt Chart to organise the activities in a
scheduled manner.
1.2 Components affect selection of research topic
In the present study, at the time of selecting the topic for this research project, there
existed various such components that have directly impacted the scholar.
 Semi structured topic, provided by college - A prime factor was the instruction given by
the college to choose from a topic that can lead to a semi structured interview of the
participants, with this, as an example (Yoshida and James, 2010).
 Self-interest- Another major reason behind selecting this topic was researcher’s own
interest. It is due to the fact where receiving good or bad service from any sort of
purchasing is a very common experience for everyone. Also, it directly influences the
satisfaction level of the buyers. This is apparent to make this task easy for the researcher
to link the chosen subject matter with one’s own set of experiences in terms of customer
satisfaction.
 Easy access to primary data- Lastly, an easy access to primary data on this particular
topic is referred to be yet another prime reason behind its selection. This is on
considering the fact where EasyJet is operating at a global level and thus has a huge
customer base. Thus, it will be easy for the researcher to interview them.
1.3 Literature review
Concept of customer’s satisfaction
According to the view of Silverman (2016) customer satisfaction is that degree of
satisfaction among customer which provided by the effective good and services of an
organisation. It is very important strategy by which marker and business owner can enhance its
profitability and market share. In the opinion of Smith (2015) With assistance of high level of
customer satisfaction, company can gain effective profitability because if customers are
effectively satisfied then they will purchase the product and service from same brand and
company. Customer satisfaction of any organisation's product and services assist to the firm in
developing its impressive brand image in the market. It is very important for corporation to
efficiently manage and maintain effective customer satisfaction in the market so as it can gain
high market value and market share. According to the view of Taylor, Bogdan and DeVault
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(2015) customer satisfaction can only enhance if company efficiency and efficiency fulfil the
needs of customer and manage their expectation by delivering excellent product and services. If
company delivers effective product and services to customer accordingly to their demand and
requirement, then customer satisfaction level can enhance and maintain in the company.
Meaning of services quality
According to the view of Panneerselvam (2014) In a simple word it can be said that
service quality is an action and activity which can be offered by one person or organisation to
another one. Service quality can be based on the intangibility and cannot affect ownership. In the
opinion of Ryu, Lee and Gon Kim (2012) stated that service quality is a measurement that use in
effectiveness of the supplied services in the market in order to meet customer expectation and
choice.
Component of customer satisfaction
According to the view of Neuman and Robson (2012) customer satisfaction among the
buyers in the market can influence by the several kinds of components. Service quality is one of
the most important factor which can affect customer satisfaction level in large manner. If
company delivers product and services in the high quality, then it will positively affect
satisfaction level of customer because buyers always wants to purchase high quality of services
in the market. In the contradicting view Özerdem and Bowd (2016) stated that prices are another
major factor which can influence customer satisfaction level. Every customer requires an
effective quality of product and services in the reasonable prices and cost. If company deliver
product and services in the high process, then customer satisfaction cannot positively influence.
If company delivers services and commodities in the reasonable and fair prices, then customer
will defiantly satisfy. Most of the customer desires to get high level of satisfaction in the lower
prices so that it can be said that customer satisfaction can also influence by the price and cost of
the commodity. In the opinion of Miller, Birch, Mauthner and Jessop (2012) customer
satisfaction also can influence by the behaviour and services of sales representative at the
physical store. While any customer purchases the services at the physical store then behaviours
of sales representative can influence the satisfaction level of customer. It is very important for
the sales representative to behave with customer in excellent manner and solve their all queries
and issue related to their product, services, shopping process and payment method.
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