Factors that Influence Satisfaction Level of Passengers
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Added on 2020-07-22
Factors that Influence Satisfaction Level of Passengers
Added on 2020-07-22
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RESEARCH PROJECT
Table of ContentsTASK 1............................................................................................................................................31.1 Research project outline specification..................................................................................31.2 Factors that contributed in selection of the topic..................................................................41.3 Critical review.......................................................................................................................41.4 Research project specifications.............................................................................................61.5 Research plan and procedure................................................................................................7TASK 2............................................................................................................................................82.1 & 2.2 Research questions and Research investigation according to specification andprocedures...................................................................................................................................82.3 Recording of data................................................................................................................12TASK 3..........................................................................................................................................153.1 Appropriate research evaluation technique.........................................................................153.2 Interpretation.......................................................................................................................153.3 Recommendations...............................................................................................................23TASK 4..........................................................................................................................................244.1 Presentation.........................................................................................................................24CONCLUSION .............................................................................................................................24REFERENCES..............................................................................................................................25
Title: Factors that influence satisfaction level of passengers; A study on Easy JetTASK 11.1 Research project outline specificationAirline industry is growing with the rapid speed and it contributes well in the economicdevelopment of nation. Satisfaction of passengers is the main concern of firms which areoperating in the aviation industry, these entities have to provide quality services and products topassengers so that they feel satisfied and be associated with the brand for longer duration.Customer satisfaction assist in increasing profitability of the corporations to great extent.Statistical records show that in the year 2017 this sector is expecting to earn $29.8 billion(Nikookar and et.al, 2015). It is essential for airport management that to identify particular needsof travellers and accordingly provide them products and services. Emergent and development of low-cost airlines has supported well in the growth ofaviation industry, this has given rapid development of to international tourism. These low costairlines provides air travels to consumers at affordable rates. That is why people are now able totravel through airlines (Han and Hyun, 2015). Present study is based on the Easy jet which iswell known British airline. The cited firm is operating its business under low-cost carrier model.Easy Jet has become leading brand and has gained competitive advantage because of itsattractive features. Present research project will explain factors that influence satisfaction level of passengersof airline firms. Furthermore, it will describe impact on budget on profitability of business unit. Aim“To identify factors that influence satisfaction level of passengers; A study on Easy Jet”. ObjectivesTo understand the perception of passengers towards low cost airline industry. To investigate the factors which influence satisfaction level of customers of Easy Jet.To identify impact of customer satisfaction on profit of Easy Jet.To suggest ways to make people satisfied towards the airline company. Research QuestionsWhat is the perception of passengers towards low cost airline industry? What are the main factors which influence satisfaction level of customers of Easy Jet?Explain impact of budget on profitability of Easy Jet?
1.2 Factors that contributed in selection of the topicThere are many factors which contribute well in the selection of topic of the researchproject. These are explained as below:Availability of data: It is quit interesting topic and many other authors have conductedstudy on the same topic (Wen and Geng-qing Chi, 2013). Thus, sufficient data isavailable on the satisfaction level of passengers on the low cost airline companies. This ismajor factors that force researcher to conduct the study on the particular topic. Due toavailability of information researcher would be able to develop understanding about thesubject matter and it will help the scholar in finding accurate results. Specific Area of interest:As scholar has good experience of airline industry and schoalrhas good interest in this sector. It is interesting topic for the researcher. Investigator hasworked in the airline industry so with the help of experience individual will be able toidentify factors which affect satisfaction level of passengers in the airline company(Cantallops and Salvi, 2014). Researcher has interest in this subject thus, individualwould be able to prepare quality research project on the subject matter. Satisfaction levelof passengers impact on the business profitability to great extent. Thus, individual has toresearch about factors which influence their satisfaction level. This would be interestingfor scholar because individual will read earlier literatures and will ask questions with therespondent (Ludin and Cheng, 2014). Feasible subject matter: It is quit feasible topic and on this topic individual can preparequality research project. Investigator will pay more attention on knowing perception ofcustomers and what they think about low cost airlines. This will support in developingunderstanding about the topic (So and et.al, 2016). 1.3 Critical reviewPerception of passengers towards low cost airline firmsAs per the view of Sun and Kim, (2013)customer satisfaction can be defined aseffectiveness of company to satisfy needs of consumers. If entity is able to meet withrequirements of consumers then it enhances satisfaction level of consumers. Satisfaction can bedefined as fulfilment of wish of the person by others. As per the view of Kuo and Jou, (2014) there are various types of airline such as LCC,FSC, Charter airline etc. LCC are budget airlines which offers services to passengers at lower
cost. This low cost business model has helped in the growth of airline companies in recessiontime. By this way lower income level customers are no\w able to travel to abroad by using theseairlines. Competition is very high and many other firms those which are operating in the aviationindustry are providing extremely well services to their customers. But still passengers are verypositive towards low cost airline entities. Sun and Kim, (2013) stated that people are not positive towards low cost airlines. Theythink that firms which charges high provide them extremely well air travelling services such asaccommodation etc. Apart from this, these entities are able to cover huge distance at short timeperiod. That is the main reason that people are not positive towards the low cost airlinecompanies. On other hand Osman and Sentosa, (2013) has argued that development of low costairlines has supported well in the development of international tourism. Many tourists are nowtaking interest in the travelling because they think that it is affordable for them. But facilities ofseats, accommodation services of these firms are not good that is international passengers do notprefer to take low cost airlines for long routes. Factors influence satisfaction level of customersAs per the view of Ludin and Cheng, (2014) satisfaction can be define as fulfilment ofone's need that make them feel happy. Customer satisfaction is the process in which firms try tomeet with the needs of consumers in order to make them satisfy towards the brand. They analysistheir needs and fulfil these expectations. Kano Model is the theoretical framework that support an entity in understanding needs ofconsumers. Model focuses on two main dimensions; achievement and satisfaction. Kano modeldescribed several needs of clients; expected, normal and exciting needs. Expected needs are suchas attributes relative to safety, unspoken expectations, assumption about products etc. Normalneeds are those demand of customers which they want from the organization. If company ail tomeet with these demand then it may make them negative or dissatisfy towards the brand.Exciting needs are such as additional quality, etc. that is beyond expectation of an individual.
Illustration 1: Kano modelSource: (KANO MODEL TUTORIAL, 2017)As per the view of Tsaur and et.al, (2014) budget is considered as one of the main factorwhich influence the mind of passengers. If people have to pay high cost for air travel and if it isnot affordable for them then they become negative towards the brand and do not prefer to travelthrough airlines. Low cost airlines are growing well and it is providing satisfactory services tointernational passengers that is why they have become positive towards these firms and nowtaking flights to go to abroad. On other hand Kim and Cho, (2016) has argued that brand name of airline firm impact onthe mind ODF consumers and they make their mind of travelling after looking upon the brandimage of the organization. For example British airways has strong brand image in the airlineindustry, people take flights because of its brand image. On other hand easy Jet has also becomefamous because of its low cost airline services. It helps the consumers in planning for holidaysbecause they think that this cost is affordable by them.
Lawton, (2017) stated that safety is the main factor which influence mind of passengers,if companies are unable to provide customers safer travel then they will not prefer to go throughthese flights. That is the reason that people do not fly through low cost flights because they thinkthat facilities provided by them are not good enough. Previous safety records show that numberof accidents occurred in high cost airlines are low as compare to these low cost airlines. Thus,safety is the major concern of passengers and they make their mind on behalf of that. If airline isunable to provide them good travel then they become negative and dissatisfied towards thebrands. According to Thai, (2016) variety of products is the main demand of travellers. Eachperson has different needs and requirements and if company is unable to fulfil their requirementsthen it can affect overall profitability of the organization to great extent. Airline firms have tooffer different products as per the financial capabilities of passengers. If company is providingproducts for each class then it would be beneficial for entity in satisfying needs of the passengersand will be able to retain them in the organization for longer duration. WANG’ONDUR.WAMUCII, (2009) stated that services are intangible products which influence satisfactionlevel of customers. Most of the airline companies provide accommodation facilities, onlinereservation benefits to the passengers. It helps in attracting more people towards the brand andhelp in sustaining them in the organization for longer duration. Impact of budget on profitabilityAs per the view of Thai, (2016) budget is the major element which impact on profitabilityof business unit to great extent. If airline firm is providing products and services at affordablerates then it will support attracting more customers towards the brand. These low cost airtravelling is affordable by low or medium income class passengers as well (A study on thefactors affecting customer satisfaction in online airline services, 2010). Thus, they can maketheir mind to go to abroad for holiday because it is affordable by them. These customers takeservices of these firms which directly increases sales volume of airline firms. That is why budgetis the main factor which help in improving profitability of the business unit.On other hand Sun and Kim, (2013) argued that budget does not impact on theprofitability of the organization. Passengers generally like to travel in these airlines whichprovides them quality services and safer travel. For getting these luxurious travelling facilitiesthey are ready to pay more amount. If any entity is unable to meet with the expectation of
consumers then they will not buy tickets of these airlines. Thus, it reduces profitability of theorganization to great extent. It is essential for the companies those which are operating in theaviation industry have to identify specific needs of customers and according provide themproducts and services. This can help in attracting more people towards the brand and can help inincreasing profitability of the corporations. 1.4 Research project specificationsResearch methodology can be defined as effective tool that supports scholar in addressingresearch problems and preparing the project in effective manner. With the help of tools antechniques researcher can identify root cause of the issues and can find solution of theseproblems. Research philosophyIt is belief of researcher about the way in which data can be gathered on the topic. In thepresent study scholar will take support of interpretivism philosophy. With the help of this toolscholar will be able to collect realistic information about the subject matter. This method cansupport in gathering first hand information about airline and address the research problems.Research designIt refers with the strategy of the scholar of conducting investigation about the topic.Scholar will take support of descriptive research design. This is great technique which assist indescribing each element well, with the help of this tool scholar can develop understanding levelabout the factors which influence satisfaction level of passengers. Type of researchPresent research is qualitative type, scholar will use theories and models in order todevelop understanding about subject matter. With the help of qualitative type of investigationresearcher will be able to reach to the final conclusionSampling:Researcher will use random sampling technique, this is suitable strategy because by thisway scholar will be able to minimize biasness in the investigation. Researcher will involve 10managers of Easyjet as sample in this investigation. Data analysisIn addition, thematic analysis tool will be used by the researcher for analysis of data.Through charts and graphs individual will be able to present the data in effective manner.
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