EasyJet Customer Satisfaction Survey

This assignment presents the results of a customer satisfaction survey conducted on EasyJet Airlines. The survey data provides insights into various aspects of customer experience, including travel frequency, budget airline usage, satisfaction with aviation services, reasons for choosing EasyJet, brand preference, and future travel plans. Analyzing this data allows for a comprehensive understanding of customer perceptions and preferences towards EasyJet.

RESEARCH PROJECT

TABLE OF CONTENTS
TASK 1: RESEARCH PROPOSAL................................................................................................1
1.1 Formulating and recording research project outline specification...................................1
1.2 Identifying factors contribution in research project selection..........................................2
1.3 Undertaking a critical review of key references...............................................................2
1.4 Producing research project specification..........................................................................4
1.5 Providing appropriate plans and procedures....................................................................5
TASK 2 RESEARCH REPORT......................................................................................................6
2.1 Matching research resources............................................................................................6
2.2 Research investigation in accordance with the agreed specification and procedures......7
2.3 Data collection and analysis.............................................................................................9
TASK 3 RESEACH OUTCOMES................................................................................................12
3.1 Use appropriate research evaluation techniques.............................................................12
3.2 Interpret and analyze the results in terms of the original research specification............12
3.3 Make recommendations and justify areas for further consideration..............................19
REFERENCES..............................................................................................................................21
APPENDIX....................................................................................................................................23

TASK 1: RESEARCH PROPOSAL
TOPIC: To analyse the level of customer satisfaction among students for low cost airline
services: A case study of Easy Jet Airlines
1.1 Formulating and recording research project outline specification
Aviation industry is one of the biggest sectors in the global economy. The industry
contributes highly in growing and developing the economies of the country in order to attain
high economic and business perspectives. International airline industry has aligned to every
corner of the globe in a convenient manner. Presently, 2000 airline companies are operating
23000 aircraft over 3700 airports in the global market (Young Travelers. 2015). The sector is
widely developing and creating high growth prospects. Innovation and development within the
market is the integral part of business operations. Consumer needs and economic perspectives (in
terms of requirement of high investment prospect) have forced companies in adopting innovative
and effective strategies to attain competitive edge within the market (Revealed: the worst airlines
for handling flight delay compensation. 2015).
High airfares and low customization options created high competition within the market
and made aviation sector, a dome of riches. Few decades back, travelling through airways was a
big challenge for low earning or middle class people. High fares and full services enhanced the
cost of flying for normal people (Klophaus, Conrady and Fichert, 2012). Flying was a privilege
which was enjoyed only by wealthiest category. However, analysing the market outlook and
evaluating demand within the market, Aviation industry stipulated competition by launching low
fare airlines. These low cost carriers brought revolutionary changes in the travel industry
(Survey: World's worst airlines for customer service. 2015). The services were altered and fancy
outlook of the segment was adjusted to cost saving measures in order to attain the needs of
higher segment of the population.
This strategy was effective to explode the market demand and enhance profitability
within the market. However, in the present era, the competition within the industry has been
increasing widely (Alderighi and et.al., 2012). This has adjusted consumer demands for
advanced services. Companies are presently focusing on developing service dimensions to
stimulate fierce market competition and attain consumer loyalty within the market.
1

Easy jet is a British low cost carrier who is operating its business for 21 years in the
European market. The company is globally established and has developed an effective brand
image for economic class flights (Koh and Wich, 2012). It is presently managing its scheduled
services for 700 routes in more than 32 countries of the world. It is the largest airline company of
UK in terms of passengers carrying ration. It has employed more that 11,000 people and has
been successful in developing its growth and development prospects. Service range of the
company is adjusted and developed to attain low cost advantage for the travellers within the
market (Straub and et.al., 2013). The present research topic will focus on evaluating the needs of
consumers for low cost carriers and analysing those to understand the operations of Easy jet. The
research report will develop an in-depth analysis to analyse level of customer satisfaction among
students for low cost airline services.
1.2 Identifying factors contribution in research project selection
Aviation industry is vast and is growing at a considerable high rate. The demand for low
cost carriage is consistently enhancing within the market which has caused a revolutionary
change in the economy. Different companies are designing various strategies to create an edge
within the market. The present study will help in creating an in-depth analysis of the topic. It will
help in understanding the mechanics of budget airlines and issues that the companies are facing
while adopting these strategies. Along with this, focus of the report will be on examining factors
and service range that young travellers demand from airlines. This will be helpful in
investigating aviation sector and developing effective emphasis on analysing its growth
prospects.
Researchers are analysing the factors which effect the industry and consumer expectation
within the market in order to attain high success measures for the business. The research study
will focus on covering the topic in order to develop a well managed academic base for any
further researches. In addition to this, the study will help in understanding the sensitive factors of
the industry and factors which help companies to survive through fierce market competition. The
interest of researcher for the topic related to low cost airlines helped in selection of the topic and
developed a keen interest to precede with it. Hence, the present research topic is of interest of the
researcher and will help in expanding his/her knowledge for the same.
1.3 Undertaking a critical review of key references
Low cost model of airlines
2

Different authors have identified different aspects or model associated with the low cost
carrier. In this context, as per the view point of Lu and et.al. (2012) the firm applies low cost
model upon airlines by using an effective pricing policies. In this context, it is assessed that low
cost airline does not segregate its buyers on the basis of prices. Thus, it offers same type of fare
to all the customers. Moreover, low cost airline (LCA) offers necessary discounts to the buyers if
they will purchase their tickets in advance. In addition to this, some firms generate revenue by
offering different type of services from their websites such as credit card payment and check in
baggage etc. However, firm like EasyJet do not use such type of method of saving as it complies
with computer reservation system. In addition to this Patel, (2013) have asserted that low cost
airline have point to point network or short haul routes. This enables airline firms with regard to
make connection with such routes or point where customers visited very frequently. Thus, by
opting short haul routes cost and sales maximization benefits is gained by the LCA. However,
Ashford, Coutu and Beasley, (2013) have examined that LCA are expanding their services to the
medium haul markets due to the presence of intense competition in the existing routes. For
example, airlines such as EasyJet and Rynair are practicing the same. Morrell, (2013) have stated
that LCA maintain their low cost by eliminating all the additional services such as catering,
magazines and entertainment etc.
Services given to attract students towards the low cost airline
As per the view point of Creaton, (2014) LCA offers discounts to the students in the
circumstance when they book their ticket in advance. It is being regarded as one of the most
effective tactic for attracting the students. This is because, it has been seen that different sales
promotional techniques helps in attracting the large number of buyers towards the enterprises in
an effective way. This same thing is also applied by EasyJet. In addition to this, according to the
view point of Wensveen, (2015) some LCA brands attracts buyers by using customization related
offer. In this regard, firm molds its services as per the needs and demands of its respective
buyers. Through this way, it attracts large number of buyers. However, Patel (2013) have
depicted that LCA attracts customers by showcasing its presence among large number of
destination. EasyJet cover many destinations from the low cost carrier. The given thing provide
opportunity to the students with respect to perform their travel and tourism activity in different
places.
3

Assessing the satisfaction level of students for the low cost services offered by EasyJet
It has been reviewed by the many authors that students who uses the services of EasyJet
are highly satisfied. In this regard, it is assessed that young customers give priority to the two
different aspects while making the selection of services. It consists of availing services at low
prices and getting all type of benefits and amenities during journey (Oum and Yu, 2012). Among
both EasyJet is satisfying the basic need of young customers which is of to get the services at
low prices. Thus, at present the young customer of firm seems highly satisfied.
1.4 Producing research project specification
Project specification is one of the most significant parts of the research study. The
researcher creates an in-depth analysis of the topic and develops a well structured report in order
to attain research objectives. The present study focuses on understanding and analysing a vast
and interesting research topic. Project specification of the same will develop a clear insight about
the structure of the research study and process which the researcher will adopt in order to carry
on with the selected topic. The research aims and objectives of the research are mentioned hence
forth.
Research aim
To analyse the level of customer satisfaction among students for low cost airline services:
A case study of Easy Jet Airlines
Research objectives
 To examine low cost model for airlines
 To identify the services which attract students towards low cost airlines
 To ascertain the level of satisfaction of students for low cost services offered by Easy Jet To recommend the effective measures to enhance customer satisfaction for budget
airlines
Research questions
1. What is the low cost model for Easy Jet?
2. What are the range of services and practices which attract students towards Easy Jet?
3. What is the current level of satisfaction of students for low cost services offered by Easy
Jet?
4. Recommend the effective measures to enhance the customer satisfaction for Easy Jet.
4

The present study is an exploratory research which focuses on effective achievement of
the research objectives. In order to fulfil the aim of the study, the researcher will undertake an
extensive research study by using primary and secondary data. Secondary data will be collected
through sources such as books, journals, news articles and company websites while the primary
research will conduct through survey method in order to collect reliable and authentic data for
the research. To collect primary data, a well structured questionnaire will be developed. A
sample size of 50 students from UKCBC will be selected and surveyed. Quantitative research
tools will be applied in order to analyse findings and attain reliable results for the same. The
descriptive statistics and graphical presentation will help in presenting research findings
efficiently.
1.5 Providing appropriate plans and procedures
Planning is one of the crucial tools to attain success of a project. Research project is an
extensive and in-depth analysis of the research topic. It helps in attaining high success measures
within the market. In order to develop and design the project in a well structured manner, the
researcher will develop an effective plan. The study will focus on efficient understanding of
research aims and achieve the objectives successfully.
5

TASK 2 RESEARCH REPORT
2.1 Matching research resources
The current study will analyse the business operations of Easyjet and evaluate the impact
on the same on level of young customer satisfaction. The research aim of the study is to analyse
level of customer satisfaction among students for low cost airline services: A case study of Easy
Jet Airlines. In order to attain the mentioned research aim the researcher will collect the data by
adopting both primary and secondary resources. The primary method of data collection will be
adopted in order to collect authentic and fresh data regarding perceptions of students regarding
low cost airlines. However secondary data will be collected through various sources such as
books, journals, news articles, past company data etc. This will develop effective base for the
research in order to attain the research aim. Research resources will be used and structured in
order to identify the research objectives and resolve research questions discussed henceforth.
 To examine low cost model for airlines
 To identify the services which attract students towards low cost airlines
 To ascertain the level of satisfaction of students for low cost services offered by easy jet
 To recommend the effective measures to enhance customer satisfaction for budget
airlines
The research questions to achieve the above stated objectives are:
1. What is the low cost model for Easyjet?
2. What are the range of services and practices which attract students towards Easyjet?
3. What is the current level of satisfaction of students for low cost services offered by easy
jet?
4. Recommend the effective measures to enhance customer satisfaction for EasyJet.
6

2.2 Research investigation in accordance with the agreed specification and procedures
Figure 1: Research Onion
(Source: Creswell, 2013)
Research philosophy
This methodology also refers as a blueprint of the study which helps in collection of
appropriate information in effectual manner. By selecting the most suitable research philosophy
researcher is able to determine the actual pattern of the study (Creswell, 2013). Here, mainly two
types of research technique takes place i.e. Positivism and Interpretivism. As per the given
scenario, Interpretivism philosophy has been taken into consideration no hypothesis is being
developed. Moreover, this philosophy makes sure that in depth accurate assessment of human
behaviour will obtained. Here, students can give their viewpoints about the low cost airlines and
it can be easily assessed by this methodology.
Research approach
With the help of appropriate selection of research approach technique researcher can
easily reach out the most appropriate and required information. Inductive and deductive are two
major research approaches (Forzano, 2011). The present paper makes use of inductive approach
as there is no hypothesis development. It begins with the accumulation of the relevant
information and leads to provide better results to the researcher about the given subject matter.
7

Data collection
This is considered as a most important technique in any research as it helps the researcher
in finding out most accurate and précised information about the given topic. There are mainly
two sources i.e. primary and secondary sources from where appropriate information can be
gathered. Here, in this present study data is being gathered by both the primary as well as
secondary sources (Gatewood, Feild and Barrick, 2010). Primary information is collected
through the students from UKCBC with the help of questionnaire survey. In this regard,
questionnaire is developed by considering the past literature so that actual idea can be attained
with respect to customer satisfaction among students. In this, only open ended question have
been involved in order to gain specific information from the sample. By filling this survey form
they can present their viewpoints and satisfaction level towards the low cost airline. On the other
hand, secondary data has been gathered from books as well as online articles as well.
Sampling
At the time of going through the appropriate data collection researcher requires to narrow
down the whole population so that better sample can be selected. For the same, there are two
techniques by which sampling can be made i.e. probabilistic and non-probabilistic (Goddard and
Melville, 2004). In the present scenario, simple random sampling technique has been taken into
consideration by which sample size of 50 students has been selected. They can share their ideas
and viewpoints as per their concern.
Data Analysis
This is the last and most important section of research methodology as the whole findings
and conclusion is based on the appropriate selection of analysis tool. Qualitative and quantitative
are two techniques of data analysis. On the basis of this research, quantitative technique is the
most suitable as it provides through which appropriate findings can be made. It also helps in
drawing better conclusion. For the same, descriptive statistics as well as graphical representation
takes place on the basis of which better findings can be frame. Under graphical representation,
different themes has been framed which describes different perception of selected population
about the level of customer satisfaction among students for low cost airline services.
8

2.3 Data collection and analysis
The present study will adopt the primary research methods to attain the research aim and
fulfil research objectives. For this purpose the survey method will be adopted. The Structured
questionnaire for survey is as follows:
Questionnaire
Personal Information
Name:
Gender:
Specific information
Age
Below 15 years
15-19 years
20-24 years
25 years and above
What is your educational level
Undergraduate
Graduate
Postgraduate
Other
How often do you travel to places away from home?
Never
Rarely
Often
Frequently
Very Frequently
What mode of transportation do you prefer for travelling?
Roadways
9

Railways
Airways
Others
Have you ever travelled through budget airlines?
Yes
No
EasyJet Airlines is a favourable low cost travelling option.
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
How many times have you travelled through EasyJet airways?
Less than 2
2-5
5-8
9 and above
How did you book your tickets?
Airline company
Travel agency
Online booking
Other
Are you satisfied with Easyjet aviation services
Yes
No
10

Why did you choose Easyjet for your transportation?
Range of customer services
Low cost
Strong brand image
Multi-base networks
Value for money
I prefer Easyjet over other airline services.
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Will you use the services of Easy jet for future travelling as well?
Definitely
Probably
Not sure
No
Recorded data on the basis of above questionnaire are at Appendix 1
TASK 3 RESEACH OUTCOMES
3.1 Use appropriate research evaluation techniques
The Present study is an exploratory research analysis which focuses on developing an in-
depth analysis on the low cost strategy adopted by aviation industry. In order to evaluate the
research the summative approach has been applied and following tools will be adopted to attain
the effective research results.
Questionnaire: The study has adopted the survey method to collect the primary data for the
research. To attain the research aim a well structured questionnaire has been developed by the
researcher.
11

Quantitative analysis: The researcher adopted quantitative tools to interpret the data and analyse
the same. This is an effective tool to attain reliable and authentic research results.
Probabilistic sampling: The sampling method adopted in the research was probabilistic
sampling. Here each individual had equal chance of getting selected which helped in enhancing
the research authenticity.
3.2 Interpret and analyze the results in terms of the original research specification
Age Frequency Percentage
Below 15 years 5 10
15-19 years 15 30
20-24 years 20 40
25 years and above 10 20
10%
30%
40%
20%
Age range of consumers
Below 15 years
15-19 years
20-24 years
25 years and above
Findings: The above data represents that the respondents of the survey belonged to different age
groups which was effective to collect reliable response from the students. 40% of the
respondents belonged to age group 20-24 while 20% belonged to the age group of 25 and above.
30% of the students represented the age group of 15-19 years. Hence, it can be said that the data
selected for analysis was effective and representative.
How often do you travel to places away from home? Frequency Percentage
Never 4 8
12

Rarely 8 16
Often 25 50
Frequently 9 18
Very Frequently 4 8
Findings: The given data helps in analysing that out of 50 students 25 students said that they
often travelled to places away from home while 9 said that they were frequent travellers and 4
said that they travelled frequently. This consists of 76% of the respondents. Hence, it can be
clearly interpreted that the young travellers are increasing within the market.
Have you ever travelled through budget airlines Frequency Percentage
Yes 38 76
No 12 24
13
Never Rarely Often Frequently Very Frequently
0
10
20
30
40
50
60
How often do you travel to places away from home?
Column B

Findings:The above table represents that out of total respondents selected 76% said they have
travelled using budget airlines while 24% said that have not. Thus using the above data it can be
interpreted that students are increasingly using low cost airline services within the market.
Easyjet airlines is a favourable low cost travelling option. Frequency Percentage
Strongly disagree 2 4
Disagree 7 14
Neutral 12 24
Agree 20 40
Strongly agree 9 18
14
76%
24%
Have you ever traveled through budget airlines
Yes
No

Findings:From the above data it can be analysed that 40% of the respondents agreed that Easyjet
airlines is an favourable low cost airline. 24% of the respondents gave a neutral answer for the
question which represents that they are neither in favour nor against the option. However, 18%
strongly agreed with the question. Thus, it can be clearly interpreted that Easyjet is a favourable
and highly preferred options for travellers.
Are you satisfied with Easyjet aviation services Frequency Percentage
Yes 37 74
No 13 26
15
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
0 5 10 15 20 25 30 35 40 45
Easyjet airlines is a favourable low cost travelling option.
Column B
74%
26%
Are you satisfied with Easyjet aviation services
Yes
No

Findings: From the given data it can be clearly seen that 74% of the respondents said that they
are satisfied by the services of Easyjet while 26% said they are not satisfied. Thus, on the basis
of the given data it can be said that the young people are satisfied using Easyjet services however
there is subsequent option for development.
Why did you choose Easyjet for your transportation? Frequency Percentage
Range of customer services 12 24
Low cost 30 60
Strong brand image 5 10
Multi-base networks 2 4
Value for money 1 2
Findings: The above table helps in analysing that 60% of the respondents chose Easyjet due to
its low cost factors rather that other factors such as service range, multi base networks, value for
money etc. Range of customer services is another effective options chosen by respondents to in
favour of the company. Thus, it can be clearly interpreted that low cost is the major factor which
has helped the company in generating high market demand and customer satisfaction as well.
Will you use the services of Easy jet for future travelling as well? Frequency Percentage
Definitely 28 56
16
24%
60%
10%
4%2%
Why did you choose Easyjet for your transportation?
Range of customer
services
Low cost
Strong brand image
Multi-base networks
Value for money

Probably 10 20
Not sure 8 16
No 6 12
Findings: The above data represents that Easyjet has developed an effective brand image within
the market. 54% of the respondents said they will definitely choose Easy jet for future travelling
while 19% said that they probably may choose the company. 15 responded as not sure for the
question while 12 % said no for the same. This shows that though company has high market
demand now but high market competition may result in subsiding the same.
3.3 Make recommendations and justify areas for further consideration
The above study helps in analysing that Easyjet is one of the most successful and highly
demanded aviation company in the world. The organization has developed an effective base in
the European market. The young age consumers highly prefer he services of the company and
are satisfied using the same. On the basis of primary and secondary research analysis cost
leadership is one of the most crucial factor for creating high market demand within the market.
The students prefer low cost over range of services and comfort because their travelling needs
are focused on enjoyment rather that other mentioned factors. Easyjet has developed a well
established base within the market however it has high and effective scope for growth and
development within the market.
17
54%
19%
15%
12%
Will you use the services of Easy jet for future travelling as
well?
Definitely
Probably
Not sure
No

Current market scenario is changing on a fast pace. Thus demands the company to
enhance develop its services towards higher range of services as cost leadership is a time bound
factor. The primary research showed that the company attained favourable response from its
consumers however there is effective and high scope for growth within the market. The
organization may resolve the issues that the travellers are facing in the current market in order to
develop a sustainable growth prospects for the future as well. Moreover, the research study
depicts that the customer satisfaction for Easyjet is among students as low cost services is one of
the major demand for them.
18

REFERENCES
Books and journals
Klophaus, R., Conrady, R. and Fichert, F., 2012. Low cost carriers going hybrid: Evidence from
Europe. Journal of Air Transport Management. 23. pp.54-58.
de Wit, J.G. and Zuidberg, J., 2012. The growth limits of the low cost carrier model. Journal of
air transport management. 21. pp.17-23.
Alderighi, M. and et.al., 2012. Competition in the European aviation market: the entry of low-
cost airlines. Journal of Transport Geography. 24. pp.223-233.
Koh, L. P. and Wich, S. A., 2012. Dawn of drone ecology: low-cost autonomous aerial vehicles
for conservation. Tropical Conservation Science. 5(2). pp.121-132.
Straub, J. and et.al., 2013. OpenOrbiter: A low-cost, educational prototype CubeSat mission
architecture. Machines. 1(1). pp.1-32.
Lu, W. M. and et.al., 2012. The effects of corporate governance on airline performance:
Production and marketing efficiency perspectives. Transportation Research Part E:
Logistics and Transportation Review. 48(2). pp.529-544.
Patel, R., 2013. Matrix-assisted laser desorption ionization–time of flight mass spectrometry in
clinical microbiology. Clinical infectious diseases. 57(4). pp.564-572.
Ashford, N., Coutu, P. and Beasley, J., 2013. Airport operations.
Morrell, P. S., 2013. Airline finance. Ashgate Publishing, Ltd..
Creaton, S., 2014. Ryanair: How a small Irish airline conquered Europe. Aurum Press.
Wensveen, J. G., 2015. Air transportation: A management perspective. Ashgate Publishing, Ltd..
Oum, T. H. and Yu, C., 2012. Winning airlines: Productivity and cost competitiveness of the
world’s major airlines. Springer Science & Business Media.
Creswell, J. W., 2013. Qualitative, Quantitative, and Mixed Methods Approaches. 4th ed. SAGE
Publications, Inc.
Forzano, L.B., 2011. Research Methods for the Behavioral Sciences. Cengage Learning. pp. 158.
Gatewood, R., Feild, H. and Barrick, M., 2010. Human resource selection. Cengage Learning.
Goddard, W. and Melville, S., 2004. Research Methodology: An Introduction. Juta and Company
Ltd.
Online
Revealed: the worst airlines for handling flight delay compensation. 2015 [Online]. Available
through: <http://www.telegraph.co.uk/travel/travelnews/11945038/Revealed-worst-
airlines-for-handling-flight-delay-compensation.html> [Accessed on 18th January 2016].
19

Survey: World's worst airlines for customer service. 2015 [Online]. Available through:
<http://www.wtsp.com/story/travel/2015/12/09/survey-worlds-worst-airlines-customer-
service/77036096/> [Accessed on 18th January 2016].
Young Travelers. 2015 [Online]. Available through:
<https://www.southwest.com/html/customer-service/family/young-travelers.html>
[Accessed on 18th January 2016].
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APPENDIX
Collected responses from Questionnaire
Gender Frequency Percentage
Male 32 64
Female 18 36
Education Frequency Percentage
Undergraduate 9 18
Graduate 17 34
Postgraduate 21 42
Other 3 6
Age Frequency Percentage
Below 15 years 5 10
15-19 years 15 30
20-24 years 20 40
25 years and above 10 20
How often do you travel to places away
from home? Frequency Percentage
Never 4 8
Rarely 8 16
Often 25 50
Frequently 9 18
Very Frequently 4 8
Have you ever travelled through budget
airlines Frequency Percentage
Yes 38 76
No 12 24
EasyJet Airlines is a favourable low cost
travelling option. Frequency Percentage
Strongly disagree 2 4
Disagree 7 14
Neutral 12 24
Agree 20 40
Strongly agree 9 18
21

How did you book your tickets? Frequency Percentage
Airline company 13 26
Travel agency 12 24
Online booking 23 46
Other 2 4
Are you satisfied with EasyJet aviation
services Frequency Percentage
Yes 37 74
No 13 26
Why did you choose EasyJet for your
transportation? Frequency Percentage
Range of customer services 12 24
Low cost 30 60
Strong brand image 5 10
Multi-base networks 2 4
Value for money 1 2
I prefer EasyJet over other airline
services. Frequency Percentage
Strongly disagree 2 4
Disagree 5 10
Neutral 10 20
Agree 19 38
Strongly agree 14 28
Will you use the services of Easy jet for
future travelling as well? Frequency Percentage
Definitely 28 56
Probably 10 20
Not sure 8 16
No 6 12
22