Perceived Customer Care and its Impact on Student Satisfaction

Research
Project

Table of Contents
Task 1...............................................................................................................................................3
1.1 Formulating and recording possible research outline specifications.....................................3
1.2 Identifying factors that contribute to the process of research project selection.....................3
1.3 Undertaking a critical review of key references....................................................................4
1.4 Produce a research project specification................................................................................5
1.5 Produce plan and procedure for subsequent research............................................................6
Task 2...............................................................................................................................................8
2.1 Matching resources effectively to frame the research questions...........................................8
2.2 Undertake the proposed research investigation.....................................................................8
2.3 Recording and collating the related data...............................................................................8
Task 3.............................................................................................................................................11
3.1 Effective use of appropriate research evaluation technique................................................11
3.2 Interpreting and analysing the results..................................................................................11
3.3 Making recommendations and justifying the areas for further considerations....................13
Refrences.......................................................................................................................................15
Appendix........................................................................................................................................16

TASK 1
1.1 Formulating and recording possible research outline specifications
Aim: Identifying the impact of social media marketing on customer satisfaction- A study on
Ryanair airline
Research objectives:
To identify the social media marketing tools used by Ryanair airline
To determine the link between social media marketing and customer satisfaction
To recommended effective strategies through which Ryanair airline can improve its social media
marketing
Research question:
What are the social media marketing tools used by Ryanair Airline?
What is the link between social media marketing and customer satisfaction?
What are the effective strategies through which Ryanair airline can improve its social media
marketing?
In order to carry out appropriate research there are wide range of topics which has been
developed by the scholar. The topics include impact on customer satisfaction on sales and profits
of a company, to identify effective strategies for enhancing the degree of customer satisfaction,
link between customer satisfaction and competitive advantage etc. Furthermore, from the various
topics available the researcher has opted for conducting investigation on identifying the impact
of social media marketing on customer satisfaction.
It can be stated that the main reason behind choosing this topic was to identify what kind
of impact does social media marketing is having on satisfaction level of customers. The topic is
important for both scholars and business operating in airline industry. The justification for this is
that to students the topic will provide insight into customer satisfaction and for businesses it is
important because it will help in understanding the key social media marketing strategies which
can be used to gain higher degree of customer satisfaction.
1.2 Identifying factors that contribute to the process of research project selection
For the purpose of carrying out the present investigation there is wide range of factors
which has motivated the researcher. For example the use of social media as a platform to market
products and services has increased in the airlines industry. Nowadays, the competition among
businesses in airline sector has become so intense that it is no longer easy for companies to gain

advantage over other market players. Along with this, issues are also faced in attracting new
customers and retaining the old ones. Brands such as Ryanair airline has adopted for a low price
strategy in order to stay competitive in the market and attract more and more customers. Along
with this the brand has also started to use social media as a tool to understand changing customer
demand and market its services. The three other factors which have contributed in selection of
this research are scholar’s interest, the marketing tactics adopted by Ryanaire and growing
importance of customer satisfaction among businesses. The scholar has a deep interest in topic
related to field on online, social media and digital marketing. Along with this, the scholar was
also looking forward to gain insight about the social media marketing tools adopted by Ryanaire.
The growing importance of acquiring higher degree of customer satisfaction is another major
factor which has encouraged the scholar to select this topic.
1.3 Undertaking a critical review of key references
The airline industry of UK has become highly competitive as there are many large and
small businesses operating in this industry. Furthermore, it is not easy for organizations to
sustain in market and attract customers. As per the view of Delcourt and et.al., (2013) businesses
such as Ryanair and Easyjet has adopted a low price strategy in order to attract customers and
competitive with market players such as British Airways. However, Gounaris and Boukis, (2013)
has argued that operating at low cost in present era is not an easy task for companies as they are
being required to take care of wide range of factors. It can be stated that over the last few years
internet has emerged as one of the biggest and most potential tool for selling products and
services. According to Fornell, Morgeson and Hult, (2016) the use of social media marketing has
supported many organizations to create awareness among customers about their respective
products and services.
In the modern era, attaining higher degree customer satisfaction has become very
important for long term success and growth of companies. It can be also expressed that
organizations cannot sustain in long run if customers are not satisfied. In order to gain higher
degree of customer satisfaction, it is required by companies to understand the changing demand
of people in the market and then offer products and services on the basis of the same. According
to Rego, Morgan and Fornell, (2013) nowadays customer satisfaction and social media
marketing posses direct relation with each other to a great extent. The rationale behind this is that
the use of social media marketing tools allows firms to interact with customers at regular basis