An Empirical Analysis of Service Quality and Customer Loyalty

The assignment requires an empirical analysis of the effects of service quality, value, and customer satisfaction on behavioral intentions in the motel industry, as well as a comprehensive investigation of service quality and customer loyalty in the airline industry. It involves synthesizing the results of various studies to identify patterns and relationships between these factors. The student is expected to demonstrate their understanding of research methodology and qualitative data analysis techniques.

RESEARCH PROJECT

Contents
TASK 1............................................................................................................................................1
1.1 Introduction......................................................................................................................1
1.2 Factors contribute in research project...............................................................................2
1.3 Literature review..............................................................................................................2
1.4 Research aims and objectives...........................................................................................4
1.5 Research questions...........................................................................................................4
1.6 Research methodology.....................................................................................................5
TASK 2............................................................................................................................................7
2.1 Resources..........................................................................................................................7
2.2 Research investigation......................................................................................................7
2.3 Record keeping data.........................................................................................................9
TASK 3..........................................................................................................................................10
3.1 Research evaluation technique.......................................................................................10
3.2 Data analysis...................................................................................................................10
3.3 Recommendations..........................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

TITLE: To identify the impact of best quality services of airlines on customers’ satisfaction: A
case study on EasyJet.
TASK 1
1.1 Introduction
Customer satisfaction has been considered as marketing term which can be analysed or
measures how goods and services supplied by company in order to meet basic needs and demand
of people. Customer satisfaction is the term which is best indicator of how likely a consumer will
make a purchase in the future (Ryu, Lee and Gon Kim, 2012). Every company is responsible to
provide best quality services to customers in order to attract them and maintain performance in
effective manner. Best quality at reasonable price usually attract consumers. With the help of this
entity can easily build better image in people and increase profit margin as well. Quality service
of airline firms is able to protect life of customer who are using services and secure their interest.
Also it can maintain relationship among airline industry and customers.
The present report is based on EasyJet which is British airline, operating under the low
cost carrier model. It provides airline services in both domestic and international level. Company
provide schedule services on over around 800 routs in approx. 30 countries. Easy Jet plc has
been listed on the London stock exchange. Members of firm are responsible to frame new plans
and strategies for the meet target within stipulated time period and maintain performance or work
quality in effective manner (Hussain, Al Nasser and Hussain, 2015). Easy Jet provide better
quality of airline services to large number of people at reasonable price which is easily
acceptable for all class group of people. The present research report is based on customer
satisfaction for which every company can perform business activities. Team management needs
to be maintain by members of Easy Jet for meet target within stipulated time period and try to
improve overall work quality. Therefore, it should be recommended that the management is
responsible to allocate available according to requirement of company. Members must ensure
that entire company follow rules, regulation and policies which are imposed on them as per the
policies of firm. During travelling staff members of airline industry must ensures about provide
safe and secure services to them. It can build trust among people and maintain best quality
services as well.
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1.2 Factors contribute in research project
Researcher use all his efforts in order to prepare present project through data or
information in effective manner. There are various types of factors are present which are helpful
to prepare present project. Factors are like money, available resources, time etc. are helpful for
investigator to collect relevant data or information. With the help of this process person can
easily achieve target and maintain performance. Mentioned factors needs to be properly utilize
for the purpose of prepare present report. This project is based on customer satisfaction on airline
industry called as Easy Jet. Company provide best quality of airline services to large number of
people in order to attract them and at reasonable price. Also it can protect health and safety of
people who are using services of airline industry (Ladhari, Ladhari and Morales, 2011).
1.3 Literature review
The concept of customer satisfaction
Customers are the kings of market and they need to be served in a best way so that they
are satisfied. It is essential to ensure that each and every consumer is happy with the offerings
that are made by company. if their contentment levels are not at par with the requirement then
they will not consumer same product again and again which is a loss for an organisation.
According to Ahmad, Wasay and Jhandir, (2012), Customer satisfaction is something which is a
priority for each and every individuals working within an organisation. If the end user is not
satisfied with the services given by company, then they won’t be able to achieve company
objectives and goals in a set period of time. it is the marketing department that has to ensure that
they are able to develop right set of approach to the market environment.
As stated by Clemes, Gan and Ren, (2011), customer satisfaction is a well-known
marketing term which is used to measure the level of contention of people after they have used
organisation products and services. it is very important for organisation as it allows managers in
ensuring that company will be earning a set amount of returns on investment. Maintaining
customer satisfaction is very important for a company as it will allow individual in making sure
that they are able to retain consumers and make them to go for repetitive purchases. Also, there
are certain impact on company profits, if they are able to satisfy consumers as per their needs and
demands. It is very important to ensure that each and every customer is served with a higher
level of qualitative services or else they will be dis-satisfied and might choose product of another
company.
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The importance of best quality services with in airline industries.
Today, it is very important for an organisation to make sure that they are providing
qualitative services to consumers in order to retain them by satisfying their needs. basically, if
companies will not provide best quality services to users then they will opt for services from
another company or industry which is a substitute. In airline industry, it is very important for
companies to ensure that they are able to provide their consumers with higher quality services, so
that they stick with them/industry. According to Nam, Ekinci and Whyatt, (2011), Airline sector
faces a higher level of threat or competition from other form of transportation. This is why they
need to serve people with enhanced level of quality. This will ensure that individuals are satisfied
and retained. There are different issues that are there in serving customers, which needs to be
resolved by using strategic and interactive approached.
As per the view point of Namukasa, (2013), customers need a fair treatment for the price
they are paying for a product. If they do not get right treatment, then they will feel betrayed and
might even shift to another mode of transportation. Every single individual who is employed
within the sector has to make sure that they treat consumers in a required manner so that they
feel good and are satisfied in the end. At present, there are different companies which are
operating in this field and are focused on improving the quality of services that are given to
people.
The impact of best quality services of EasyJet on customers’ satisfaction
If an organisation is serving people with a higher quality of products and services, then
they will enjoy a competitive edge over its rivals. As people will make repetitive purchases and
ensure that they do not miss any offers given by company. According to Lee and Wu, (2011),
organisations like EasyJet need to make sure that they are able to develop better level of skills
and capabilities in order to gain competitive edge in market. Basically, EasyJet is a famous
company which has to maintain its own image of being a discount traveller that provides higher
quality of services to the consumers. If the company fails to do so, then they will suffer from loss
of customers. Moreover, it is essential for an organisation to make sure that each customer is
given treatment as per their requirements.
With the viewpoint of Kim and Lee, (2011), if an organisation like Easy Jet is failing to
provide good quality of services to consumers then they will shift to another airline. This is not
good for company nor industry. As this might lead organisation into loss because there are
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various companies which are offering same services to consumers. It is the quality of services
that matter after prices. It is a basis which keeps consumers attached to company and make them
to buy its services again and again.
Recommending the way to meet customer satisfaction
There are different ways which can be used by organisations for meeting customer
satisfaction level. Various strategies of marketing can be used by company for making sure that
each demand and need is understood and served accordingly. As stated by Chen and Hu, (2013),
there are in the market that impacts consumers and their behaviour. They can even shift from one
product to another if they are not satisfied with company offering’s as well as quality of services.
at present, Easy Jet is providing lower pricing tickets for travelling while same comfort as well
as services are being floated in addition to actual product. There are certain ways which can be
used by airline companies to satisfy the needs and wants of their customers in a more effective
manner. they are stated below:
 Quality first and speed second: This is the first method that will ensure that quality of
goods and services is maintained by company. basically, they need to focus on providing
qualitative products first and then worry about speed. If client, ask for speedy transitions
then only that approach has to be adapted.
Connecting with consumers: It is important for company to connect with customers so that it can
understand their needs, desires and grievances. This will allow company in attaining a higher
level of effectiveness.
1.4 Research aims and objectives
Aim: To identify the impact of best quality services of EasyJet on customers’ satisfaction.
Objectives:
 To critically evaluate the concept of customer satisfaction.
 To investigate the importance of best quality services with in airline industries.
 To evaluate the impact of best quality services of EasyJet on customers’ satisfaction.
 Recommend the ways to meet customer satisfaction.
1.5 Research questions
 What is the concept of customer satisfaction?
 What are factors which having impact on the customer satisfaction?
 What is the importance of best quality services with organization?
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1.6 Research methodology
This is one of the most important aspect which underlines the tools and techniques that will
be utilised for carrying out the whole result and getting outcomes from it. Investigators utilises
several ways gaining results that they desired for. In this part of the research categorisation of
different segments have been done in an appropriate manner. The subdivision of this part is
illustrated below:
Type of investigation
It’s the role of researcher to find out ways in which research will be conducted. On the quality of
data gathered nature of the investigation is also found out. It can have two natures either
qualitative or quantitative (Mackey and Gass, 2015). This research relies on qualitative method
as intangible aspects are matter of real concern. Various facts and figures will be taken as
ingredients for reaching to final results.
Research design
In this researcher creates a blue print relating to the task that is to be done. It is full
process of collecting, measuring and accumulating information in a presentable way.
Descriptive, explanatory, experimental are such kind of research design. In this research the
research design which has been adopted is descriptive. It assists in analysing the data in efficient
way. It helps researcher to understand impact of best quality services of airlines on consumers’
satisfaction (Taylor, Bogdan and DeVault, 2015).
Research philosophy
It is the research part that has crucial role in accumulation of data from diverse sources. It
has been subdivided into types namely positivism and interpretivism. Basically research
philosophy will play as a basis for researchers to carry on his work. In this research
interpretivism has been selected for dealing with qualitative data in a more organised manner. It
is a better method for tackling intangible issues (Brinkmann, 2014).
Research approach
Choosing a better approach gives additional support to carry out research work. It helps
in finding more desired result. Inductive and deductive are the two approaches which is utilised
by researcher (Silverman, 2016). Inductive is dynamic method of getting research work to be
done. On the other hand, deductive introduces theory according to the study topic. Inductive
approach is utilised in this project as more focus is given while data is being gathered.
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Data collection technique
In any research one of the most crucial part is collection of data which helps firms to
draw out conclusions. Data is collected through various respondents taking use of various tools
and techniques. More the interest of people better is the chances of making appropriate decisions.
In data collection process numerous methods have been utilised like quota sampling method as
well as random sampling method (Vaioleti, 2016). The quality of the project is based on the
appropriateness of the data that has been collected and hence researchers has to maintain keen
focus on this regard. Since in this primary data is utilised and hence questionnaires can be
utilised. This kind of Questionnaires is circulated on various platforms like social media. This
helped in getting the data from as much people as possible and hence the quality of outcomes
and its appropriateness in regards to case study can be ensured. The data that is collected from
secondary sources may have question mark on their authentications in real time and hence must
only be used as support to primary data.
Data sampling:
It is a process in which most significant emphasis is given to selecting respondents for the
research work. Probability and Non probability is the two approaches which he can utilise for
selecting respondents (Vaioleti, 2016). In the probability approach individuals are chosen on a
random basis according to researcher's choice. On the other hand, researcher set criteria using
which individuals are chosen. Here random sampling has been utilised were sample size has
been kept to around 20.
Data Analysis
It is a part where the gathered information is organised in away and data is being
processed to find out results that is understood by the laymen. Entire result is evaluated and
analysed in a better way (Vaioleti, 2016). This helps in ensuring that the result which is obtained
is in the best interest of investigators hence its role in the whole research becomes more crucial.
Ethical consideration
It is understood as one of the most important aspect while conducting research more
appropriately. There various kinds of situations that is faced by investigator at the time of their
investigation. There are many kinds of ethical considerations that is taken care off at the time of
conducting the research (Vaioleti, 2016). One of the major things that needs to be taken care of is
that the information related with the respondents will not be published in public domain since
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data can be used for ill practices by wrong individuals. Their main aim is to focus on achieving
goals and objectives which would assist organisation in conducting research efficiently. All code
of ethics has to be followed in such a manner that no one gets hurt or impacted by the results of
study. Restricted access must be given to the employees so that team members have access to
only that part of data which is necessary for their task. All the work that taken from other
research scholars has to be carefully acknowledged.
TASK 2
2.1 Resources
Researcher has use some of the resources in order to conduct the research in more efficient
manner. Available resources need to be effectively used by investigator for meet target. Person
who is responsible to use his efforts in order to collect data or information on related topic is
known as researchers. While conducting research, they are responsible to use all their efforts to
target. During prepare project, use all their skills, knowledge and work experience for gather
relevant data or information.
2.2 Research investigation
The questionnaire is the process is prepared by researcher in order to collect related
information or data. It plays significant role in data collection method and helpful for prepare
present research. It should be based on customer satisfaction. In this process investigator ask
questions with targeted customers for analyse their views and ideas. In order to conduct research
person, select 20 people as sample and ask questions with them only. Identify their views and
maintain process as well.
Questionnaire
Name:
Age:
Address:
Q1. Are you satisfied with the airline services of Easy Jet?
 Highly satisfied
 Satisfied
 Neither satisfied nor dissatisfied
 Dissatisfied
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 Highly dissatisfied
Q2. Do you agree that Easy Jet can meet customer needs and expectation?
 Yes
 No
Q3. As per your views, Easy Jet provide best quality services to targeted customers?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q4. On the basis of your views, what factors having impact on the customer satisfaction?
 Best quality
 Team building
 Employee motivation
 Services available at reasonable price
Q5. How long have you been using the airline services of Easy Jet?
 Less than 1 month
 6 months to 1 year
 1 to 2 years
 More than 2 years
Q6. As per your experience, can company is able to attract large number of customer through
quality of services and price?
 Yes
 No
 Can’t say
Q7. Do you think that Easy Jet is responsible to use advertisement for promotion of its
services?
 Yes
 No
 Can’t say
Q8. Recommend the ways to meet customer needs or demand and provide customer
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satisfaction.
2.3 Record keeping data.
Are you satisfied with the airline services of Easy Jet? Frequency
Highly satisfied 8
Satisfied 6
Neither satisfied nor dissatisfied 3
Dissatisfied 2
Highly dissatisfied 1
Do you agree that Easy Jet can meet customer needs and expectation? Frequency
Yes 15
No 5
As per your views, Easy Jet provide best quality services to targeted
customers?
Frequency
Strongly agree 6
Agree 5
Neutral 4
Disagree 3
Strongly disagree 2
On the basis of your views, what factors having impact on the customer
satisfaction?
Frequency
Best quality 12
Team building 4
Employee motivation 2
Services available at reasonable price 2
How long have you been using the airline services of Easy Jet? Frequency
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Less than 1 month 10
6 months to 1 year 5
1 to 2 years 3
More than 2 years 2
As per your experience, can company is able to attract large number of
customer through quality of services and price?
Frequency
Yes 12
No 5
Can’t say 3
Do you think that Easy Jet is responsible to use advertisement for
promotion of its services?
Frequency
Yes 15
No 3
Can’t say 2
TASK 3
3.1 Research evaluation technique
There are many various types of evaluation techniques has been used to analyse the
activities which has been performed by the investigator for complete the current project. Target
can be performing through fulfil initial stage and maintain performance as well.
In the present research project, summative evaluation technique is used by the person
who is responsible to conduct research so that overall impact of better quality on customer
satisfaction.
3.2 Data analysis
Overview
In this chapter, researcher use information which person collects from people through ask
related question with them. In this report investigator prepare thematic analysis. In which person
use all his efforts and prepare different themes on several questions. With the help of this process
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authenticate data can be collect which is helpful for them in order to prepare research project. It
can be with proper planning and strategies.
Thematic analysis
Theme 1: Numerous people are satisfied with the quality services of Easy Jet.
Findings- From the above finding it is depicted that in this modern era, large number of use
airline services of Easy Jet. Company provide best quality services to people in international
market at reasonable price. Furthermore, firm charge less money as comparison with other
airline industries. From the above mentioned statement it is clear that 8 respondents are highly
satisfied with the services of company. Out of 20 6 people are just satisfied which means this
also good sign for firm. 3 persons neither satisfied nor dissatisfied means they are neutral.
Another 2 persons dissatisfied and remaining 1 is not happy with quality service of firm.
Theme 2: Easy Jet can meet customer needs and expectation.
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Findings- On the basis of above findings it is clear that large number of respondents thinks that
Easy Jet is able to meet customer needs and demand through provide best quality services to
them. Out of 20 people 15 persons are satisfied with statement and remaining 5 are not.
Theme 3: Easy Jet provide quality services to targeted customers?
Findings- As per above mentioned graph it is clear that numerous person is using services of
Easy Jet. Out of 20, 6 respondents are agreeing with the statement company offer best quality
services to its targeted customers. 5 people are just agreeing; 4 persons are neutral as they do not
want to say anything. But 3 are disagree and remaining 2 are strongly disagree.
Theme 4: Several factors having impact on the customer satisfaction.
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Findings- According to above mentioned graph it is clear that, there are various factors having
impact on the customers’ satisfaction. 12 says that best is factor which having major impact as
well as another 4 agree on that team building has been considered as significant factor. 2
respondents think that employee motivation and 2 says that services are available at reasonable
price is having impact on the customer satisfaction.
Theme 5: Numerous customer use services of Easy Jet from long time.
Findings- From above finding. It is affirmed that, numerous people use services from long time.
After asking question with targeted customers it is clear that 10 persons are use services from
less than 1 months, 5 agree on that they are connected with company from 6 months to one year,
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3 persons are agreeing with statement and says that they are using services from 1 to 2 years.
And remaining 2 use the same from more than 2 years.
Theme 6: Easy Jet able to attract large number of customers.
Findings- On the basis of mentioned graph it is clear that, 12 respondents are agreeing with the
statement that Easy Jet is responsible to attract large number of customers in effective manner. 5
person says no to this and remaining 2 do not want to say anything.
Theme 7: Easy Jet is responsible to use advertisement for promotion of its services.
Findings- From mentioned finding it is clear that 15 respondents agree on the statement that
members of Easy Jet have to use advertisement to promote its goods and in across the national
boundaries. 3 says no to this and 2 are not able to say anything.
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3.3 Recommendations
It was recommended that the management of Easy Jet should allot additional resources to
make significant improvements or changes within the areas of checking-in service, performance,
in-flight entertainment, work quality, price as well as convenience. Members of Easy Jet are
responsible to use their collective efforts in order to attain target and meet criteria of firm. Also
company have to recruit persons according to their requirement of company and who is capable
to easily understand responsibilities or able to objective as well. Try to team building through
which members can easily interact with targeted customers and identify their needs.
TASK 4
CONCLUSION
From the above based research report it can be concluded that when high quality service is
being provided by the Airlines company then it is easier for them to achieve higher level of
consumer satisfaction. By adding the number of services in the price range always helps in
gaining consumer satisfaction. In the present competitive business environment, it has become
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more essential for the firms to achieve higher levels of consumer satisfaction. It helps firms in
making sure that consumers will return to their services and a better relationship will be
maintained with them. This project also tells about the ways in which data has been collected for
any research and the ways and tools that will be utilised for manipulating data and finding
outcomes that are desirable for the firm. This project report also helped me to learn the ethics
that is associated with any project. There are various kinds of recommendation has also been
made which can be utilised by the cited company for achieving better levels of Consumer
satisfaction.
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