Research Project on Customer Satisfaction in Ryanair Airlines

This research project focuses on customer satisfaction in Ryanair Airlines. It includes a literature review, resource implications, and research specifications. The aim is to determine the factors that directly impact customer satisfaction and provide recommendations for improving customer satisfaction in the airline industry.

RESEARCH PROJECT

TABLE OF CONTENT
TASK 1............................................................................................................................................4
1.1 Formulating and recording possible research project outline specifications by including
possible aims and objectives, literature review and resource implications............................4
1.2 Identifying the factors contributed to the process of research project selection..............5
1.3 Undertaking critical review of key references about ‘customer satisfaction’ and ‘influential
factors on customer satisfaction’............................................................................................5
Factual insight of customer satisfaction.................................................................................5
Worth of upholding the fulfilment level of customers in the airlines industries of UK.........6
Such persuasive means that directly tends to impact upon the satisfaction level of customers in
the airlines industries of UK...................................................................................................6
1.4 Producing a research project specification.......................................................................6
1.5 Providing an appropriate plan and procedure for the agreed research specification........8
TASK 2............................................................................................................................................8
2.1 Matching resources efficiently to the research questions or hypothesis..........................8
2.2 Undertaking the proposed research investigation in accordance with the agreed specification
and procedures........................................................................................................................9
2.3 Recording and collating required data..............................................................................9
TASK 3..........................................................................................................................................11
3.1 Using appropriate techniques of research evaluation.....................................................11
3.2 Interpreting and analysing the results in terms of the original research specification by using
‘Frequency’ and/or ‘Percentage’ calculations......................................................................12
3.3 Making recommendations and justify areas for further consideration customer satisfaction in
Ryanair.................................................................................................................................17
TASK 4..........................................................................................................................................19
Covered in poster..................................................................................................................19
REFERENCES..............................................................................................................................20
APPENDIX....................................................................................................................................22

TASK 1
1.1 Formulating and recording possible research project outline specifications by including possible
aims and objectives, literature review and resource implications
Aim of the study-
"To determine those influential factors that directly impacts upon the satisfaction level of
customers- A survey on Ryanair Airlines".
Objectives of the research-
It is principally on the footing of above proposed intent of the study that has successively stated
certain impelling objectives to provide a directional basis of interrogation to the surveyor, as
mentioned below-
 To explore the factual insight of customer satisfaction in the airline industries of UK.
 To illustrate the worth of upholding the fulfilment level of customers in Ryanair Airlines.
 To discover such persuasive means that directly tends to impact upon the satisfaction level
of customers in Ryanair Airlines. To recommend certain extensive strategies to intensify the fulfilment level of the customers
aligned with Ryanair Airlines.
Literature review:
Resource implications: This section holds an introductory logic of description where it has
defined the implicated resources undertaken by the researcher to carry out the projected
investigation with a due consideration of achieving its affiliated goals and objectives. The surveyor
in the present research work has therefore referred to distinct set of resources to conduct a
progressive study (Flint, Blocker and Boutin, 2011). These means are the monetary sources, human
resources, time and sources of data collection, etc. With which, the researcher has pertinently
carried out the study with a different association of each of the resources. It is where the available
funds has assisted to abide by some prompt requisitions of contacting the respondents of the survey
by calling them via telephonic means within a stipulated period of time to accomplish the entire
study.
These responders have in turn depicted to be the manpower resources as another aided mean
to conduct a smooth evolution of this investigation. Apart from this, there together existed both
primary and secondary sources of data collection that has largely supported the researcher to attain
the projected targets of the study (Deng, Lu, Wei and Zhang, 2010). It is where the primary sources
are referred to the targeted set of responders with yet another implication of secondary sources in
which the surveyor has referred to certain genuine publications to interrogate the pre-established

information. It is however with a prime assistance of authentic books, journals, magazines,
governmental reports and online periodicals, etc.
1.2 Identifying the factors contributed to the process of research project selection
This unit has specifically defined such imperative factors that have chiefly backed up the
researcher to conduct the investigation in a guiding manner. With an analogous reference to which,
there existed varied such constituents that have greatly contributed the surveyor to elect a specific
research topic. In context to which, a leading cause behind carrying out this research work with a
particular subject matter for determining the influential factors that directly impact upon the
satisfaction level of the customers associated with the airline industries of UK has depicted a
principle interest of the investigator (Kriz, Gummesson and Quazi, 2013). It is mainly with a prime
consent of resolving the pertinent issue of dissatisfaction in today’s modern set of customers where
most of the organisations are not enough competent to fulfil their contemporary preferences. For
which, interrogating in this concerned arena is evident to bring some liable consequences in the
customer service department of airline industries in UK. Wherein, the present study is especially
based on the Ryanair Airline of UK where it has been chosen with yet another factual intent of
outlining the realistic status of customer service measures adopted by them. It in turn is proven to
enlighten some significant facts and findings to make definite strategies in order to justify the
changing needs and demands of the consumers.
1.3 Undertaking critical review of key references about ‘customer satisfaction’ and ‘influential
factors on customer satisfaction’
This section has referred to critically analyse distinct set of views conferred by different
authors on an analogous theme of customer satisfaction in the airline industries of UK. Wherein, it
has argued upon divergent elements of this term customer satisfaction as outlined below-
Factual insight of customer satisfaction
It is in accordance to the conferred statement of Schiff (2015), in context to which the
realistic concept of customer satisfaction lies under the undertaken measures of the establishments
as a mean of fulfilling the liable needs and demands of their consumers. This requires them to make
an intensive research of their pertinent set of market in order to acknowledge its on-going trends
and employ accordant measures to serve their clients and users. Flint, Blocker and Boutin, (2011)
has hereby argued with yet another proposal of using advanced measures as a mean of servicing
their clients where today’s contemporary set of users are evident to content with new technical
measures occupied by the companies. This in turn is also proven to give a contending advantage to

the ventures with a special consent of serving their customers with a modernised outlook of
gratifying them.
Worth of upholding the fulfilment level of customers in the airlines industries of UK
Deng, Lu, Wei and Zhang, (2010) has hereby enlightened a need base concern of the airline
industries in UK to increase their profitability scale. In context to which, fulfilling the prevalent
preferences of their customers is the most commendable measure that will also benefit them to
combat the intensive state of competition in the market. Flint, Blocker and Boutin, (2011) has
hereby defined yet another considerable outlook of the entities where they should hereby adopt
dome prominent methods to continually observe the satisfaction level of their consumers by taking
feedbacks from them. Into which, the service users can also propose certain advices to them by
together bestowing their acquired experiences.
Such persuasive means that directly tends to impact upon the satisfaction level of customers in the
airlines industries of UK
It is in accordance to the presented standpoint of Yoshida and James (2010), where there
exists discrete influential means that tends to impact upon the fulfilment level of the customers.
These are certain dependable measures that can be identified after carrying out a prompt
investigation to address the distinct viewpoint of different type of consumers. Yoshida and James
(2010) has hereby depicted budget to be the most important concern of most of the customers where
the adopted pricing strategy of the firms largely affects their buying decisions. Schiff (2015) has
hereby claimed yet another influential tact of quality to directly impact upon the purchase decision
of more number of customers where quality commodities are proven to have a superior level of
price that is afforded by a large number of service users.
1.4 Producing a research project specification
This section has referred to yet another most essential requirement of this study where it has
outlined the likely measures of investigation that has been undertaken by the surveyor. Wherein,
these implicated specifications have provided a guiding context of research work to the investigator
with some adopted means as described below-
Research philosophy- It is referred as the most efficient way to interpret the realistic nature of the
subject matter that has been chosen by the investigator to carry out the present research work. With
reference to which, there exists two philosophical approaches that can be undertaken by the
surveyor and are entitled as interpretivism and positivism philosophy (Tracy, 2012). Herein, the
researcher in the current investigation has referred to undertake a study based on the theory

interpretivism. This will hereby assist the surveyor to explore the subjective nature of the elected
research topic.
Research approach- It is yet another significant tact in which the researcher is hereby required to
opt from the two leading approaches for conducting the investigation in a directional manner. These
two methods are inductive and deductive approaches that in turn decide the overall range of the
study (Panneerselvam, 2014). Wherein, an inductive study is evident to extend the scope of the
current survey by transacting it from narrow to broader approach. It is where this survey footing
upon acknowledging the customer satisfaction level of Ryanair Airlines will initiate with a specific
context and can be later applied to wider context of other similar industrial sector.
Research technique- This is to discourse upon the undertaken technique of research that has been
undertaken by the investigator over here. In context to which, there exists two elementary tactics for
carrying out the study that are vitally known as qualitative and quantitative techniques of
investigation (Choosing appropriate research methodologies, 2015). A qualitative study is hereby
evident to conduct a thematic form of survey that in turn assists to interpret the subjective nature of
the research topic. It is however with a specific context of the elected subject matter where as per
the recent selection, another procedure of quantitative research is not evident to support the study.
Data collections- It is the most considerate determination of the surveyor while carrying out a study
in which they are hereby required to collect a liable set of data from the targeted respondents. There
exist two pivotal methods known as primary and secondary data collection with their distinct set of
resources (Mackey and Gass, 2015). It is where the primary collection of data necessitates the
researcher to directly approach the responders and interrogate them with the help of some defined
measures like a framed set of questionnaire and focus group interview, etc. However, the secondary
techniques of data collection postulate the investigator to refer to some pre-established set of
information gathered from online and offline publications, etc. Although, these sources are together
required to depict certain attested periodicals like some verified books, magazines, journals and
government reports, etc.
Sampling- This is to make a proportionate distribution of the targeted respondents that has been
selected by the surveyor. In context to which, the current study has designated a group of 20
scholars from UKCBC University in UK where they are referred to be the regular consumers of
Ryanair airline (Smith, 2015). There are two elementary techniques of sampling known as random
and purposive distribution. As a result to which, the undertaken tact of the researcher has hereby
represented a non-probable method of sampling where the students are purposively designated from
the stated University of UK.

1.5 Providing an appropriate plan and procedure for the agreed research specification
It is referred to be yet another optimum utilisation of resources by the surveyor over here to
duly accomplish the projected aim of the study on time. Below represented is a supportive tool
called Gantt chart to help the investigator for a timely attainment of the research objectives
(Yoshida and James, 2010). It has depicted the undertaken time period of 16 weeks to carry out the
set study in a regulatory manner. Herein, the researcher has together segregated the requisite
activities within the stipulated time duration of 16 weeks under which the entire study is anticipated
to achieve its targeted set of goals.
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Preparing research proposal
Developing aim and objectives
Investigate background research study
Selection of appropriate research
methodologies
Data collection from primary and
secondary sources
Analysis of the collected data
Develop interpretation and analysis of
the results
Conclusion and recommendations
Submission of draft report
Modifications as per the feedback
comments
Final Submission
TASK 2
2.1 Matching resources efficiently to the research questions or hypothesis
This unit is basically to resemble the undertaken resources of the study that has been
determined by the researcher over here. It is however with a fundamental concern of efficiently
matching it to the established set of queries formulated by the surveyor to carry out the investigation
in a guiding manner. With reference to which, the researcher has hereby referred to a foremost
source of manpower resources to gather a feasible set of information from them (Gay, Mills and
Airasian, 2011). It has depicted a primary collection of data by directly interrogating them with

another resource of time to accomplish the postulated aims and objectives on time. Herein, a prior
tool of Gantt chart has been used by the researcher to attain the intended goal of the study within a
periodic span of 16 weeks. Lastly, financial resources have together accepted by the investigator to
timely achieve the configured targets of the study as a mean of contacting the respondents of the
survey with an adopted tact of activity based costing to determine a prompt budget for the same.
2.2 Undertaking the proposed research investigation in accordance with the agreed specification and
procedures
This unit has depicted the configured proposal of this research work in order to meet its
agreed procedural specifications. With a similar reference to it, the investigator has hereby enforced
the planned context of the research in accordance to its set conditions. Due to which, the researcher
has hereby referred to interact with the scholars of UKCBC University of UK to explicate the
realistic purpose behind carrying out this survey (Fiegen, 2010). Consequently after which, the
surveyor has then referred to obtain the email ID of those students as a mean of sending the framed
set of questionnaire to them. By which, the researcher can generate a liable set of information from
their given answers that has fundamentally represented a primary method of data collection. It is
where the applied source of questionnaire that has been formulated and proposed by the surveyor to
the respondents with their due consent is evident to contribute in drawing a valid base of
supposition to aptly conclude the study.
2.3 Recording and collating required data
Theme 1- Most of the students in UKCBC University are at a middle age range.
Age: Frequency Percentage
· 18 to 20 years 7 35
· 21 to 25 years 10 50
· Above 25 years 3 15
Theme 2- A majority of scholars in UKCBC University are pursuing diploma course in travel and
tourism.
Which educational course you are pursuing
from UKCBC University of UK? Frequency Percentage
· Diploma in Human Resources 3 15
· Diploma course in Travel and Tourism 8 40
· Diploma in Marketing 7 35
· Diploma in Computers 2 10

Theme 3- Yearly travellers from the UKCBC University of UK are maximum in number.
How frequently you travel by using the
services of Ryanair Airlines? Frequency Percentage
· Once a week 1 5
· Twice a week 3 15
· Once a month 4 20
· Once in six months 5 25
· Once a year 7 35
Theme 4- Low cost products are the most preferential service of Ryanair as specified by a large
number of students in UKCBC University.
What is the most preferred service of
Ryanair as per your own experience? Frequency Percentage
· Low cost products 8 40
· High brand recognition 5 25
· Wide range of commodities 4 20
· Varied promotional schemes 3 15
Theme 5- Most of the responders has showcased a satisfied consent from the acquired services of
Ryanair.
How would you rate your own satisfaction
level after procuring the services of
Ryanair? Frequency Percentage
· Highly Satisfied 8 40
· Satisfied 5 25
· Neutral 6 30
· Dissatisfied 1 5
· Highly Dissatisfied 0 0
Theme 6- The most persuasive mean that is evident to impact upon the satisfaction level of
customers is the low priced strategy of Ryanair.
What is the most persuasive mean that tends Frequency Percentage

to affect your satisfaction level while
purchasing the service of Ryanair Airlines?
· Low price strategy 8 40
· Active presence in social media 5 25
· Extensive promotional schemes 3 15
· Wide range of services 4 20
Theme 7- Almost all the respondents are agreed to continually obtain the services of Ryanair
airlines.
Will you continue procuring the proposed
services of Ryanair Airlines in the future as
per you learned experiences till now? Frequency Percentage
· Always 16 80
· Probably, it depends. 3 15
· Never 1 5
Theme 8- Almost all scholars of UKCBC University have accepted to refer their peers and family
members to acquire the services of Ryanair.
Will you refer the offered services of
Ryanair Airlines to your friends and
relatives? Frequency Percentage
· Definitely, I will. 18 90
· Certainly not. 2 10
TASK 3
3.1 Using appropriate techniques of research evaluation
This unit has outlined certain appropriate practices of valuation to rationalize the integrated
resultants of the current research work. In context to which, there are total two such techniques
known as formative and summative schemes of investigation. Wherein, the formative method of
assessment largely aids the surveyor to conduct a standardised base of study on steady basis. This
consistent approach is required to be implicated from an initial base of the research to end it up with
some uniform outcomes (Creswell, 2013). This consequently offers a former scope of making
necessary changes in the carried research work at the very beginning stage. In contrast to which, the

summative technique of evaluation hereby aid the investigator in drawing grouped results of the
study. It is however after concluding the overall survey with no prior scope of making any sort of
alteration in the obtained verdicts of the investigation. The surveyor in the recent investigation has
opted for a formative tact of appraisal to ensure a valid and consistent research work.
3.2 Interpreting and analysing the results in terms of the original research specification by using
‘Frequency’ and/or ‘Percentage’ calculations
Theme 1- Most of the students in UKCBC University are at a middle age range.
Interpretation- It is on referring to the above obtained data where the investigator has referred to
interrogate the age range of the respondents. With reference to which, it has been found that a
majority of the students in UKCBC University of UK who are the regular customers of Ryanair
Airline are in a middle age range with an enumerated ratio of 10 such respondents out of 20.
However, 7 of them are in the lowest age range of 18 to 20 years and 3 more than 25 years of age.
Theme 2- A majority of scholars in UKCBC University are pursuing diploma course in travel and
tourism.

Interpretation- It is in context to the above acquired data that has defined the educational
qualification of the respondents where more number of students are evident to pursue the diploma
course in travel and tourism. It is with a discovered ratio of 8 such scholars with 7 who are pursuing
of marketing along with 3 affiliated with the educational course of human resources and 2 are
learning computers.
Theme 3- Yearly travellers from the UKCBC University of UK are maximum in number.
Interpretation- This is in context to determine the travelling frequency of the respondents as the
regular passengers of Ryainair Airlines. Where it has been found that a large number of responders
prefers to travel on yearly basis with an agreed consent of 7 such scholars of UKCBC University.
Wherein, 5 out of 20 are in accord to travel halfyearly basis that is once in six months and 4 on

monthly basis. Additionally, there together exists some weekly clients with 3 who prefers to travel
on biweekly basis, i.e., twice a week and 1 on weekly basis or once in a week.
Theme 4- Low cost products are the most preferential service of Ryanair as specified by a large
number of students in UKCBC University.
Interpretation- It is in context to acknowldge the most preferred servivces of Ryanair that is
appreciated by most of the responders. Where it has been discovered that 8 out of 20 are largely in
support of their low costs products with 5 in acceptance of their high brand recognition. Apart from
this, 4 are in agreement of their wide range of services and 3 in concord of their varied promotional
offers.
Theme 5- Most of the responders has showcased a satisfied consent from the acquired services of
Ryanair.

Interpretation- It is in order to know the satisfaction level of the responders on the basis of their
obtained services from Ryanair Airlines. In context to which, it has been found that a large number
of respondents are highly satisfied from the provisioned services of Ryanair with an enumerated
ratio of 8 out of 20. Wherein, 5 have depicted a mere level of satisfaction with 6 who have
showcased a neutral consent and 1 who is dissatisfied from the acquired services of Ryanair.
Theme 6- The most persuasive mean that is evident to impact upon the satisfaction level of
customers is the low priced strategy of Ryanair.
Interpretation- It is in correspondence to acknowldege the most influential mean that tends to
impact upon the fulfillement level of the respondents interrogated by the invetigator over here.
Where it has been found that a large number of responders have supported the low priced strategy
of Ryainair with a calculated ratio of 8 such scholars. Wherein, 5 have accepted to be influenced

from its active presence in social media and 4 in support of their wide range of services and 3 are
contented due to its widespread promotional schemes.
Theme 7- Almost all the respondents are agreed to continually obtain the services of Ryanair
airlines.
Interpretation- It is mainly in context to interrogate whether the responders will continue
purchasing the offered services of Ryanair Airlines and with reference to which, it has been
observed that a large set of 16 users out of 20 are agreed to buy their proposed amenities. However,
3 have them have showcased a probale consent with no such assurance and 1 who has entirely
denied the same.
Theme 8- Almost all scholars of UKCBC University have accepted to refer their peers and family
members to acquire the services of Ryanair.

Interpretation- This is basically to know whether the responders will further tend to refer their peer
groups to obtain the projected amenities of Ryanair Airlines. In context to which, it has been found
that 18 out of 20 have agreed to do the same with 2 such clients who has denied to propose it to
their family members, friends and relatives, etc.
3.3 Making recommendations and justify areas for further consideration customer satisfaction in
Ryanair
The above study is entirely based upon a determined goal of discovering such influential
means that are evident to make a direct impact on the satisfaction level of the employees. It is with a
fundamental sense of referring to a modern set of group as the targeted responders of the study by
interrogating the scholars of UKCBC University in UK. It is however with a need base
consideration of depicting the factual situation of Ryanair Airlines in this context where the
interviewed responders have represented to be their regular clients and users. It is hence to explore
the contemporary preferences of those customers with a significant concern of enhancing their
existent level of fulfilment. Wherein, the above conducted study has in turn formulated some below
defined recommendations-
 It is by focussing upon the assessable means of customer satisfaction where the concerned
bodies of Ryanair Airlines should tend to determine the purchase behaviour of their service
users. It is with a prior intent of inferring to the upcoming perception of the clients to
acknowledge whether they will refer to procure the proposed amenities of Ryanair in the
forthcoming future or not. Such undertaken measure will successively support them to
intensify the pleasing intellect of their customers. Another coherent suggestion for Ryanair Airlines is to make an active presence in the social
media tools along with the help of their official website where they can eminently tract their

consumers. It is however with a prime adoption of certain observatory measures as a
supportive mean for them to confirm the fulfilled level of their respective service users to
know whether they are passably gratified from their presented amenities or not.
Further scope of research- This is to define some additive prospect from the current research work
where it has entirely backed up by dissimilar aspects. On whose basis, it has acknowledged some
foremost themes to conduct future investigation in order to understand the fulfilment level of
students. With reference to which, certain interrelated topics for such type of survey can be planned
to address the fulfilment level of disabled individuals as the consumers of Ryanair Airlines. Where,
this identical study is also evident to guide other airline enterprises of UK.

TASK 4
Covered in poster

REFERENCES
Books and Journals
Creswell, J. W., 2013. Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications.
Deng, Z., Lu, Y., Wei, K.K. and Zhang, J., 2010. Understanding customer satisfaction and
loyalty: An empirical study of mobile instant messages in China. International journal of
information management. 30(4). pp.289-300.
Fiegen, M. A., 2010. Systematic review of research methods: the case of business instruction.
Reference Services Review. 38(3). pp.385–397.
Flint, D.J., Blocker, C.P. and Boutin, P.J., 2011. Customer value anticipation, customer
satisfaction and loyalty: An empirical examination. Industrial Marketing
Management. 40(2). pp.219-230.
Gay, L. R., Mills, G. E. and Airasian, P. W., 2011. Educational research: Competencies for
analysis and applications. Pearson Higher Ed.
Kriz, A., Gummesson, E. and Quazi, A., 2013. Methodology meets culture: Relational and
Guanxi-oriented research in China. International Journal of Cross Cultural Management.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Tracy, S. J., 2012. Qualitative research methods: Collecting evidence, crafting analysis,
communicating impact. John Wiley & Sons.
Yoshida, M. and James, J.D., 2010. Customer satisfaction with game and service experiences:
Antecedents and consequences. Journal of sport management. 24(3). pp.338-361.
Online
Choosing appropriate research methodologies. 2015. [Online]. Available through:
<http://www.palgrave.com/studentstudyskills/page/choosing-appropriate-research-
methodologies/> [Accessed on 03th February 2017].

Schiff, J., 2015. 12 ways to improve the customer experience for online shoppers. [Online].
Available through: <http://www.cio.com/article/2914780/e-commerce/12-ways-to-improve-the-
customer-experience-for-online-shoppers.html?page=2>. [Accessed on 03th February 2017].

APPENDIX
Questionnaire
Demographic information
1. Name: ____________
2. Gender
 Male
 Female
3. Age:
 18 to 20 years
 21 to 25 years
 Above 25 years
4. Which educational course you are pursuing from UKCBC University of UK?
 Diploma in Human Resources
 Diploma course in Travel and Tourism
 Diploma in Marketing
 Diploma in Computers
5. How frequently you travel by using the services of Ryanair Airlines?
 Once a week
 Twice a week
 Once a month
 Once in six months
 Once a year
6. What is the most preferred service of Ryanair as per your own experience?
 Low cost products
 High brand recognition
 Wide range of commodities
 Varied promotional schemes
7. How would you rate your own satisfaction level after procuring the services of Ryanair?
 Highly Satisfied
 Satisfied

 Neutral
 Dissatisfied
 Highly Dissatisfied
8. What is the most persuasive mean that tends to affect your satisfaction level while purchasing
the service of Ryanair Airlines?
 Low price strategy
 Active presence in social media
 Extensive promotional schemes
 Wide range of services
9. Will you continue procuring the proposed services of Ryanair Airlines in the future as per you
learned experiences till now?
 Always
 Probably, it depends.
 Never
10. Will you refer the offered services of Ryanair Airlines to your friends and relatives?
 Definitely, I will.
 Certainly not.
11. Any additive suggestions you would like to make in order to recommend it to Ryanair
Airlines for augmenting the fulfilment level of their consumers.