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Customer Satisfaction in Easy Jet : Report

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Added on  2020-01-15

Customer Satisfaction in Easy Jet : Report

   Added on 2020-01-15

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RESEARCH PROJECT
Customer Satisfaction in Easy Jet : Report_1
TABLE OF CONTENTSTASK 1: RESEARCH PROPOSAL................................................................................................11.1 Formulating and recording research project outline specification...................................11.2 Identifying factors contribution in research project selection..........................................21.3 Undertaking a critical review of key references...............................................................21.4 Producing research project specification..........................................................................41.5 Providing appropriate plans and procedures....................................................................5TASK 2 RESEARCH REPORT......................................................................................................62.1 Matching research resources............................................................................................62.2Research investigation in accordance with the agreed specification and procedures......72.3 Data collection and analysis.............................................................................................9TASK 3 RESEACH OUTCOMES................................................................................................123.1 Use appropriate research evaluation techniques.............................................................123.2 Interpret and analyze the results in terms of the original research specification............123.3 Make recommendations and justify areas for further consideration..............................19REFERENCES..............................................................................................................................21APPENDIX....................................................................................................................................23
Customer Satisfaction in Easy Jet : Report_2
TASK 1: RESEARCH PROPOSALTOPIC: To analyse the level of customer satisfaction among students for low cost airlineservices: A case study of Easy Jet Airlines1.1 Formulating and recording research project outline specificationAviation industry is one of the biggest sectors in the global economy. The industrycontributes highly in growing and developing the economies of the country in order to attainhigh economic and business perspectives. International airline industry has aligned to everycorner of the globe in a convenient manner. Presently, 2000 airline companies are operating23000 aircraft over 3700 airports in the global market (Young Travelers. 2015). The sector iswidely developing and creating high growth prospects. Innovation and development within themarket is the integral part of business operations. Consumer needs and economic perspectives (interms of requirement of high investment prospect) have forced companies in adopting innovativeand effective strategies to attain competitive edge within the market (Revealed: the worst airlinesfor handling flight delay compensation. 2015). High airfares and low customization options created high competition within the marketand made aviation sector, a dome of riches. Few decades back, travelling through airways was abig challenge for low earning or middle class people. High fares and full services enhanced thecost of flying for normal people (Klophaus, Conrady and Fichert, 2012). Flying was a privilegewhich was enjoyed only by wealthiest category. However, analysing the market outlook andevaluating demand within the market, Aviation industry stipulated competition by launching lowfare 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 fancyoutlook of the segment was adjusted to cost saving measures in order to attain the needs ofhigher segment of the population. This strategy was effective to explode the market demand and enhance profitabilitywithin the market. However, in the present era, the competition within the industry has beenincreasing widely (Alderighi and et.al., 2012). This has adjusted consumer demands foradvanced services. Companies are presently focusing on developing service dimensions tostimulate fierce market competition and attain consumer loyalty within the market. 1
Customer Satisfaction in Easy Jet : Report_3
Easy jet is a British low cost carrier who is operating its business for 21 years in theEuropean market. The company is globally established and has developed an effective brandimage for economic class flights (Koh and Wich, 2012). It is presently managing its scheduledservices for 700 routes in more than 32 countries of the world. It is the largest airline company ofUK in terms of passengers carrying ration. It has employed more that 11,000 people and hasbeen successful in developing its growth and development prospects. Service range of thecompany is adjusted and developed to attain low cost advantage for the travellers within themarket (Straub and et.al., 2013). The present research topic will focus on evaluating the needs ofconsumers for low cost carriers and analysing those to understand the operations of Easy jet. Theresearch report will develop an in-depth analysis to analyse level of customer satisfaction amongstudents for low cost airline services. 1.2 Identifying factors contribution in research project selectionAviation industry is vast and is growing at a considerable high rate. The demand for lowcost carriage is consistently enhancing within the market which has caused a revolutionarychange in the economy. Different companies are designing various strategies to create an edgewithin the market. The present study will help in creating an in-depth analysis of the topic. It willhelp in understanding the mechanics of budget airlines and issues that the companies are facingwhile adopting these strategies. Along with this, focus of the report will be on examining factorsand service range that young travellers demand from airlines. This will be helpful ininvestigating aviation sector and developing effective emphasis on analysing its growthprospects.Researchers are analysing the factors which effect the industry and consumer expectationwithin the market in order to attain high success measures for the business. The research studywill focus on covering the topic in order to develop a well managed academic base for anyfurther researches. In addition to this, the study will help in understanding the sensitive factors ofthe industry and factors which help companies to survive through fierce market competition. Theinterest of researcher for the topic related to low cost airlines helped in selection of the topic anddeveloped a keen interest to precede with it. Hence, the present research topic is of interest of theresearcher and will help in expanding his/her knowledge for the same. 1.3 Undertaking a critical review of key referencesLow cost model of airlines 2
Customer Satisfaction in Easy Jet : Report_4
Different authors have identified different aspects or model associated with the low costcarrier. In this context, as per the view point of Lu and et.al. (2012) the firm applies low costmodel upon airlines by using an effective pricing policies. In this context, it is assessed that lowcost airline does not segregate its buyers on the basis of prices. Thus, it offers same type of fareto all the customers. Moreover, low cost airline (LCA) offers necessary discounts to the buyers ifthey will purchase their tickets in advance. In addition to this, some firms generate revenue byoffering different type of services from their websites such as credit card payment and check inbaggage etc. However, firm like EasyJet do not use such type of method of saving as it complieswith computer reservation system. In addition to this Patel, (2013) have asserted that low costairline have point to point network or short haul routes. This enables airline firms with regard tomake connection with such routes or point where customers visited very frequently. Thus, byopting 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 themedium haul markets due to the presence of intense competition in the existing routes. Forexample, airlines such as EasyJet and Rynair are practicing the same. Morrell, (2013) have statedthat 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 thecircumstance when they book their ticket in advance. It is being regarded as one of the mosteffective tactic for attracting the students. This is because, it has been seen that different salespromotional techniques helps in attracting the large number of buyers towards the enterprises inan effective way. This same thing is also applied by EasyJet. In addition to this, according to theview point of Wensveen, (2015) some LCA brands attracts buyers by using customization relatedoffer. In this regard, firm molds its services as per the needs and demands of its respectivebuyers. Through this way, it attracts large number of buyers. However, Patel (2013) havedepicted that LCA attracts customers by showcasing its presence among large number ofdestination. EasyJet cover many destinations from the low cost carrier. The given thing provideopportunity to the students with respect to perform their travel and tourism activity in differentplaces. 3
Customer Satisfaction in Easy Jet : Report_5
Assessing the satisfaction level of students for the low cost services offered by EasyJetIt has been reviewed by the many authors that students who uses the services of EasyJetare highly satisfied. In this regard, it is assessed that young customers give priority to the twodifferent aspects while making the selection of services. It consists of availing services at lowprices and getting all type of benefits and amenities during journey (Oum and Yu, 2012). Amongboth EasyJet is satisfying the basic need of young customers which is of to get the services atlow prices. Thus, at present the young customer of firm seems highly satisfied. 1.4 Producing research project specificationProject specification is one of the most significant parts of the research study. Theresearcher creates an in-depth analysis of the topic and develops a well structured report in orderto attain research objectives. The present study focuses on understanding and analysing a vastand interesting research topic. Project specification of the same will develop a clear insight aboutthe structure of the research study and process which the researcher will adopt in order to carryon with the selected topic. The research aims and objectives of the research are mentioned henceforth. Research aimTo analyse the level of customer satisfaction among students for low cost airline services:A case study of Easy Jet AirlinesResearch objectivesTo examine low cost model for airlinesTo identify the services which attract students towards low cost airlinesTo ascertain the level of satisfaction of students for low cost services offered by Easy JetTo recommend the effective measures to enhance customer satisfaction for budgetairlinesResearch questions1.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 EasyJet?4.Recommend the effective measures to enhance the customer satisfaction for Easy Jet. 4
Customer Satisfaction in Easy Jet : Report_6

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