Analyzing Customer Satisfaction Factors for EasyJet

The assignment is about analyzing the factors that affect customer satisfaction for EasyJet. The researcher will use a deductive approach to develop a new theoretical framework based on observations. Data will be collected from primary and secondary sources, including surveys of 30 EasyJet customers and analysis of books, journals, and scholarly articles. The study aims to identify influential factors that impact customer satisfaction and provide recommendations for EasyJet to improve its productivity and profitability.

Research Project

TABLE OF CONTENTS
TASK 1............................................................................................................................................1
1.1 Outline specifications of research project..............................................................................1
1.2 Identifying factors that contribute in the selection of research project.................................2
1.3 Critical review.......................................................................................................................2
1.4 Brief research proposal..........................................................................................................3
1.5 Preparing an activity plan through using Gantt chart or graph..............................................5
REFERENCES................................................................................................................................7

Topic: Analyzing those influential factors that impacts upon customer satisfaction and
firm’s profitability: A study on Easy Jet
TASK 1
1.1 Outline specifications of research project
Overview
In the recent time, customer satisfaction is a key for organizational growth and success.
Moreover, due to a deficit base of sound customer base, the firms are unable to gain a
competitive edge or a strong position over others. Thus, it becomes vital for the business unit to
enhance the satisfaction level of their customers by offering quality products that comprises
innovative services in it (Haumann and et.al., 2014). The present report is based on Easy Jet
which is one of the leading companies operating in airlines. This report will shed light on the
major factors that greatly influences the satisfaction level of customers.
Aim: The main aim behind the present study is to assess the factors that closely influence
the satisfaction level of Easy Jet customers.
Objectives:
 To evaluate theories and model of customer satisfaction.
 To identify the factors that directly impacts upon the choices made by the customers
while choosing an airline service.
 To ascertain the relationship between customer’s satisfaction level and firm’s profitability
in context of Easy Jet.
 To recommend suitable ways to Easy Jet for enhancing the satisfaction level of its
customers for a rising level of profitability.

1.2 Identifying factors that contribute in the selection of research project
There are several factors that have been considered by the researcher while selecting this
particular topic for the research project. Growth, success and profitability aspects of the firms
including Easy Jet is highly influenced from the satisfaction level of their customers. Along with
this, it has also been assessed that customers of Easy Jet are nowadays reflecting a very
disappointed consent from the services offered by the cited firm. Thus, with the motive of
evaluating the mindset of customers and taking appropriate decisions to raise the satisfaction
level of the customers, this particular study has been undertaken by the researcher. Along with
this, self-interest is referred to be yet another contributory factor in the selection of this specific
topic. This is mainly in relation to assess the customer satisfaction level pertaining a leading firm
named Easy Jet has been recognized as main factor that significantly contributed in the selection
of this research project.
1.3 Critical review
Factors that have high level influence on customer satisfaction
According to the views of Blut and et.al., (2015) customer satisfaction is highly
dependent on the extent to which their needs and expectations are met. Theories of customer
satisfaction present that price are one of the main factors that have high and significant impact on
customer satisfaction. Now, customers are seeking for the firm which offers services to the
customers at affordable prices. However, on the critical note, Agnihotri and et.al., (2016) stated
that some customers compare price with the quality of products or services. Customers perceive
that firm which charges higher prices deliver exceptional services to the customers.

Further, considering disconfirmation theory, Zablah and et.al., (2016) said that
satisfaction level of the customer is highly related to the size and direction of disconfirmation
experience. On the basis of such as aspect, customers feel dissatisfaction when service
performance is in against to the expectation. Thus, perception of the customers regarding
services offered is one of the main aspects that have an impact on customer satisfaction.
However, on the critical note, Pizamand et.al., (2016) presented that perception and expectations
highly differ from one individual to another. Thus, sometimes business organization faces issue
in relation to developing suitable policies that evolve satisfaction among all the customers. In
this regard, Delcourt and et.al., (2013) found and depicted that by taking feedbacks from the
customer’s business unit can get information about customer’s mindset and would become able
to deliver suitable services.

(Source: Theories of customer satisfaction. 2017)
1.4 Brief research proposal
Background of the study:
For achieving success in today’s strategic business environment, firms are required to
develop a competent strategic framework that evolve high level of satisfaction among their
customers. Now, along with the competition and expectation level of customers, the airline
industry is also increasing at a very high pace. Given case scenario presents that customers of
Easy Jet are highly dissatisfied from its existing services. This report will describe such factors
that have a direct impact on customer satisfaction.
Aims and objectives

Rationale of the study
The rationale behind carrying out present investigation is that now airline industry is
facing the issue of high customer dissatisfaction. This in turn has a direct impact on the survival
of the firms operating in this particular sector in both financial as well as non-financial terms.
Thus, to improve or maximize productivity as well as profitability of the organizations working
in this industrial sector, strategic actions are required to be undertaken for avoiding the sense of
dissatisfaction in the customers. Thus, the present report will highlight such influential factors
that directly impact on the satisfaction level of the customers as a way of assisting Easy Jet in
taking strategic measures.
Methodology
 Research type: In this, scholar will undertake quantitative research to determine the
factors that have an impact on customer satisfaction.
 Research approach: Deductive approach will be followed by the researcher to develop
new theoretical framework pertaining to customer satisfaction on the basis of
observation.
 Research philosophy: By employing positivism philosophy and analyzing qualitative
data set, solution of the issue will be presented by the researcher.
 Data collection: For resolving issue regarding high customer dissatisfaction, data will be
gathered by the researcher from both primary and secondary sources. Survey will be

conducted on the 30 customers of Easy Jet to gather primary data. Further, books,
journals and scholarly articles will be evaluated by the researcher to collect secondary
data set.
 Sampling: Researcher will select 30 customers of Easy Jet by using purposive sampling
technique for conducting survey in the best possible way.
 Data analysis: Statistical analysis or SPSS will be conducted by the scholar to draw
suitable results or conclusion from the data set.
 Reliability and validity: To ensure the aspect of reliability and validity, latest articles and
data sources will be considered by the researcher.
 Research limitations: The current study has a limited period of time with a set budget to
interview the chosen participants who will be willingly contributing in the study. Time
and cost are mostly referred to be the 2 most limited aspects. Both of these will be
managed with assistance of a Gantt chart, dividing activities with allocated time that are
required to be carried and activity based method of budgeting to set a specific budget.
1.5 Preparing an activity plan through using Gantt chart or graph
Timeline is prepared by the researcher with the motive to accomplish study on time.
Moreover, study and its outcome loose significance when they are not presented on time. Thus,
by following specific time plan scholar would become able to complete in the best possible way.

REFERENCES
Books and Journals
Agnihotri, R. and et.al., 2016. Social media: Influencing customer satisfaction in B2B sales.
Industrial Marketing Management, 53, pp.172-180.
Blut, M. and et.al., 2015. How procedural, financial and relational switching costs affect
customer satisfaction, repurchase intentions, and repurchase behavior: A meta-analysis.
International Journal of Research in Marketing. 32(2). pp.226-229.
Delcourt, C. and et.al., 2013. Effects of perceived employee emotional competence on customer
satisfaction and loyalty: The mediating role of rapport. Journal of Service Management.
24(1). pp.5-24.
Haumann, T. and et.al., 2014. Footprints in the sands of time: A comparative analysis of the
effectiveness of customer satisfaction and customer–company identification over time.
Journal of Marketing. 78(6). pp.78-102.
Pizam, A. and et.al., 2016. Customer satisfaction and its measurement in hospitality enterprises:
a revisit and update. International Journal of Contemporary Hospitality Management. 28(1).
pp.2-35.
Zablah, A. R. and et.al., 2016. A cross-lagged test of the association between customer
satisfaction and employee job satisfaction in a relational context. Journal of Applied
Psychology. 101(5). p.743.
Online
Theories of customer satisfaction. 2017. [Online]. Available through:
<http://shodhganga.inflibnet.ac.in/bitstream/10603/4835/13/13_chapter%204.pdf>.