Research Project

Research Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulate and record possible research project outline specifications.................................1
1.2 Factors that contribute to the process of research project selection......................................2
1.3 Critical review of key references...........................................................................................2
1.4 Produce a research project specification................................................................................5
1.5 Appropriate plan and procedure for the agreed research specification.................................5
TASK 2............................................................................................................................................8
2.1 Match resources efficiently to the research question.............................................................8
2.2 Undertaking the proposed research investigation in accordance with the agreed
specification.................................................................................................................................8
2.3 Record and collate required data.........................................................................................11
TASK 3..........................................................................................................................................15
3.1 Using appropriate research evaluation techniques..............................................................15
3.2 Interpreting and analysing the results 400...........................................................................15
3.3 Recommendation and justify areas for further consideration..............................................17
TASK 4..........................................................................................................................................17
4.1 Poster...................................................................................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19

To assess the role of service quality and price for influencing customer satisfaction in aviation
industry- a case study of Ryanair.
INTRODUCTION
Within the service industry, there are two main factors i.e. service quality and price that
plays a crucial role in regard to influence customer satisfaction. Here, proper knowledge is
provided regarding improving customer satisfaction by rendering low cost services to attract
more number of customers. Now-a-days airline industry is focusing upon introducing low cost
airlines and influence large number of students and other travellers to once travel through airlines
for visiting foreign location (Baker, 2013). Here, the study focuses upon service quality and price
as the crucial factors that should be given more attention for developing customer satisfaction
and attain competitive edge in market. Research project underlines different tools and methods of
research methodology which could be used for the aim of meeting the set objectives within the
study. Also, appropriate timescale has been prepared in regard to specify the time period under
which the study will be accomplished.
TASK 1
1.1 Formulate and record possible research project outline specifications
Aim-
To assess the role of service quality and price for influencing customer satisfaction in aviation
industry- a case study of Ryanair.
Objectives-
 To assess the role of service quality and price on customer satisfaction
 To analyse the effect of service quality and price factors on customer satisfaction
 To recommend different factors that influences customer satisfaction
The present study is carried out in regard to assess the factors that influences customer
satisfaction through providing best services to them. Thus, researcher aims to focus upon
identifying the factor that helps in increasing the number of passengers attracted towards low
cost airlines. Aviation industry is focused upon adopting different strategies that attracts
consumers to travel through such airline who are providing low cost carrier and increase
customer base (Ryu, Lee and Gon Kim, 2012). Researcher also founds different methods that
needs to be adopted for the purpose of reaching towards specific aim and objectives. However,
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the present topic has been selected in respect of obtaining appropriate knowledge and
understanding regarding factors that proves to be positive and negative and thus impacts upon
satisfying customer needs. Also, both primary and secondary data sources have been selected for
collecting data.
1.2 Factors that contribute to the process of research project selection
There are various factors that needs to be considered in regard to contribute to the process
of research project selection i.e. identifying the area of interest and the present topic which has
been selected by researcher. Here, scholar also emphasizes upon data collection aspects that was
possible after selecting the particular topic and obtain crucial information regarding the same.
However, it was the main reason due to which scholar has selected subsequent data regarding the
particular subject (Palmer and et. al., 2016). Here, focus has bee laid upon selecting different
sources i.e. primary and secondary for collecting data and thus implementing the same to obtain
best results. It helps in attaining success factor within study. Scholar also emphasizes upon
assessing the scope and limitation aspects so that various research terms can be specified.
1.3 Critical review of key references
Customer satisfaction
As per the view of Pezak and Sebastianelli (2013), customer satisfaction is considered as
one of the main objective of marketing activity and thus interconnects with the buying and
consumption process. It is significant for customers to make purchase decision in relation to
enhance satisfaction within firm. In service industry, employee need to deliver the best quality
services so that satisfaction can be attained among consumers. There are different factors that
needs to be considered by business i.e. service quality, price etc. so that appropriate customer
satisfaction can be obtained. It is essential for firm to encourage employees so that they can
deliver perceived value, brand image and customer loyalty within market.
Role of service quality and price
According to the Steven, Dong and Dresner (2012), service quality and price are
considered as crucial factors that focuses upon overall superiority of product or service. It is also
determined as the crucial determinants to improve brand loyalty of firm in market. However, in
service industry, it is essential for businesses to undertake appropriate service quality and thus
deliver quality services and products to consumers. Thus, it helps in influencing consumers
towards firm and enhances sales and profitability of firm in market. However, Chen and Hu
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(2013), argued that considering the significance of service quality within any firm it is essential
for individual to examine various number of service quality studies so that delivering quality
services can lead to enhancing customer satisfaction. Here, SERVQUAL method could be
applied in terms of identifying the service quality and thus measures consumer satisfaction in
terms of capturing individual performance in comparison to their expectation of service delivery.
Hence, it is significant for businesses to identify the service quality dimensions in regard to
improve customer satisfaction and thus lead to produce appropriate outcomes in terms of
enhancing profitability and sales. Thus, such factor aims to be considered in relation to enhance
the performance of firm in market and fulfil the needs of consumers.
Furthermore, another factor in relation to influence customer satisfaction is price that
assesses the amount which is actually paid in exchange of benefits delivering by organization.
Currently as per the view of Namukasa (2013), various aviation businesses are focusing upon
delivering low cost carrier services and thus influence buyers towards the firm. However, price is
considered as one of the main factor that leads to attaining customer satisfaction. Therefore, it is
considered as an effective way to enhance demand through carrying out low cost carrier services.
However, Han and Hyun (2015), argued that pricing strategy is one of the challenging factor as it
is essential for business to maintain competitive prices of its products or services in order to gain
competitive edge in market. It is also one of the main attraction factor that indicates both service
costs and service quality. Further, price is mainly connected with the service quality and thus it is
interlinked with each other in regard to determine the value of the services. Also, Leong and et.
al., (2015), argued that customer often selects price as one of the main factor that influences
satisfaction among consumers. Price is the factor that impacts upon the quality of services
provided by business. Within airline industry it is essential for companies to use effective pricing
strategy and thus target potential market in regard to enhance travellers to utilise the services so
that business can be expanded.
Effect of service quality and price factors on customer satisfaction
According to the view of. Chow (2014), prices directly impact on the satisfaction level of
the consumers. As if aviation industry keeps high costs of its services and tickets then people
will not take much interest in the firm and they will move towards the competitor brand. It
depends upon the reason ability, acceptance that people are accepting higher prices or not. Some
times consumers of aviation industry compare the products of two firms and at the end select the
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least price services. They look upon the factor that both have same products and services then
why to pay more. de Oña and et. al., (2016), has asserted that audience pay focus on their budget
and go for lower price products. In the aviation industry people look upon the cost of tickets and
select the lower rate organization. Whenever persons get good services at lower rates then it
makes them loyal towards the brand. It enhances their satisfaction level to great extent. Due to
higher prices customers switch to other company and start using services of other brand, it
decreases sales and revenue of the organization to great extent. Mellat-Parast and et. al., (2015),
has constructed that customers do not get influenced by price factor as they look more upon the
quality services, if cost of the service is matched with the quality of services then they do not pay
more focus on price factor and be satisfied with the firm. If entity is providing people superior
quality products then they will be satisfied and will be loyal towards the organization without
looking upon the cost. But extreme prices of the company can influence them greatly, it can
reduce their interest in the corporation thus, they will be dissatisfied with the firms.
According to the view of Wym (2011), customers of aviation industry has to pay more
tax on high prices which they do not prefer to pay. So they always look upon the average costs of
tickets and accommodation so that they have to pay lower tax on it. Quality of services also
make people dissatisfied towards the firm, as if they are paying more value but in return they are
getting poor services then it will make them negative towards the brand. As per the view of Chen
and Hu (2013), quality supreme services enhances loyalty of service users and they give positive
feedback about the firm to others.
Recommend different factors that influences customer satisfaction
Price is the major factor that influence the customer satisfaction to great extent. Aviation
industry needs to work on it and has to make such process through which it can reduce cost of
tickets and services. It will help them to gain attention of the consumers and they will feel
satisfied with the organizations. Apart from this quality services is another major element which
can turn end users mind. If companies provide superior services to traveler than they will feel
valuable and every time will travel with the same aviation. It will enhance the image of the entity
and people will feel satisfied.
Customer service is another component which impact on the consumers in aviation
industry. As people need information and they want to resolve their quarries immediately. By
giving quick response to them firms can enhance their satisfaction level and can make them loyal
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towards the brand. Organizations should make separate department for customer quarries so that
it can turn their mind by this way they will be positive and will take interest in the entity. By
providing good information on website, clear policies and easy refund procedures can make
people satisfied.
1.4 Produce a research project specification
It is another crucial part within the study and thus focuses upon adopting different tools
and methods for achieving stated aim and objectives. In the present scenario, scholar aims to
undertake proper feasibility and reliability aspect so that study can be conducted appropriately.
Following are the research project specifications in regard to conduct appropriate framework and
thus showcase proper dimensions of research study-
 Here, in regard to collect data, scholar will focus upon selecting both primary and
secondary sources so that appropriate information could be collected. While, carrying out
primary research, sample will be selected of UKCBC students. While, secondary sources
for collecting information will be books, articles and internet sources (Mackey and Gass,
2015).
 Research approach that will be selected is inductive which starts with observing and
theories which are proposed towards obtaining end results. However, hypothesis would
not be required to obtain at the initial stages of study (Taylor, Bogdan and DeVault,
2015).
 Further, for analysing the data, Qualitative technique will be selected and thus Thematic
analysis will be carried out. With the help of proper diagrams, pie charts and graphs it
will assist in showcasing proper outcomes to the reader (Flick, 2015).
 Here, interpretivism philosophy will be selected in order to possess huge access to reality
and thus helps in interpreting the elements in an appropriate manner. However, such
element will be selected because it aims upon obtaining meaningful information and thus
assess different facets to overcome research issue (Silverman, 2016).
 Scholar will also focus upon undertaking ethical considerations in regard to maintain
reliability and credibility factors so that best outcomes can be attained.
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1.5 Appropriate plan and procedure for the agreed research specification
Activity Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
Drafting
research
Proposal
Reviewing
different
literature
Formulatin
g aims and
objectives
Carrying
out
literature
review
Secondary
data
collection
Analyzing
secondary
sources
Developin
g research
approach
Research
methodolo
gy
Preparing
structured
questionna
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ire
Arranging
for
interview
Conductin
g
interview
Compiling
the data
Draft
Findings
Data
analysis
Complete
remaining
chapters
Submissio
n to tutor
and
waiting for
feedback
Revise the
draft
Printing
and
binding
Final
submission
to tutor
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TASK 2
2.1 Match resources efficiently to the research question
It involves various resources that needs to involved in regard to carry out the study
efficiently. All the identified resources requires to be matched with the formulated research
question or hypothesis. Scholar also focuses upon adopting proper resources and thus carry out
the study in regard to obtain desired results (Chow, 2014). There are various resources which are
involved in regard to carry out the research that involves human, technological and financial
resources. These are considered as crucial resources and thus helps in carrying out the research
appropriately. Also, preparing structured questionnaire in order to collect and present the data
obtained from selected responses in the form of graphical representation.
 What is the role of service quality and price on customer satisfaction?
 What are the effect of service quality and price factors on customer satisfaction?
 What are the factors that influences customer satisfaction?
2.2 Undertaking the proposed research investigation in accordance with the agreed specification
Following are the different proposed research investigation in relation to carry out agreed
specification and procedures-
 Research approach- It involves two different types of research approach i.e. inductive
and deductive. Here, in the present study, research carried out is of qualitative nature and
thus develop questionnaire in order to obtain responses from selected sample. Inductive
research approach has been adopted within study in relation to analyse the results of the
study. However, it assists in evaluating proper justification for selecting research
approach and thus obtain effective ideas and opinions so that best outcomes can be
attained (Smith, 2015).
 Research philosophy- Further, it is another crucial factor that focuses upon enhancing
the understanding in regard to improve the knowledge about specific field and thus carry
out the study appropriately. Here, in the present study, interpretivism research philosophy
has been selected that helps in engaging the scholar in regard to collect information with
the help of providing well structured questionnaire among UKCBC students
(Panneerselvam, 2014).
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 Research design- It is another part of research methodology and thus helps in
comprising the blueprint so that data can be collected, gathered and analysed
significantly. Here, descriptive research design has been adopted that assists in obtaining
the best information through carrying out survey. Such method helps in gaining different
opinion and views of respondents and thus attain desired results (Bauer, 2014). However,
the main aim behind selecting descriptive research design is that it helps in supporting
researcher and obtain descriptive information so that service quality and price factor
could be considered effective to attain customer satisfaction.
 Data collection methods- It is stated as the best way through which information can be
collected through respondents by using different ways. It involves various methods
through which data can be collected i.e. primary and secondary. In order to adopt primary
method, researcher carries out questionnaire technique so that responses can be obtained
through selected sample. While, secondary sources involves books, online articles,
journals etc. in relation to assess the role of service quality and price in regard to
influence customer satisfaction. However, all such sources helps researcher to gain
significant information and carry out the study (Pickard, 2012).
 Sampling- It is stated as the part of universe which are selected for obtaining responses.
Hence, it is the best way through which reliable and accurate responses are gathered.
Here, simple random sampling technique has been adopted which aims to select 20
UKCBC students preferr Ryanair flights to travel because it is low cost. Thus, selecting
such respondents helps in evaluating the service quality and price factor in regard to
influence customer satisfaction (Mackey and Gass, 2015).
 Reliability and validity- It is essential for researcher to carry out reliable and valid
results that does not affect the outcomes of the study. Also, it is crucial for scholar to gain
reliable sources for collecting data and does not use unauthentic data from any website.
Thus, through using reliable sources helps in using the study by researcher in future
(Taylor, Bogdan and DeVault, 2015).
Questionnaire
Demographic details
Name-
Age-
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Gender
 Male
 Female
Occupation
 Student
 Business traveller
 Leisure traveller
Why do you prefer using Ryanair airlines for travelling?
 Low cost
 Service quality
 Experienced staff
Do you think that service quality and price plays a major role in influencing customer
satisfaction?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
Do you assess that delivering quality services to customers will help firm in retaining clients for
long run?
 Yes
 No
Ryanair staff is well versed in order to fulfil the needs of consumers and attain satisfaction?
 Strongly dissatisfied
 Dissatisfied
 Somehow satisfied
 Satisfied
 Strongly satisfied
Airlines focusing upon low carrier rate influences more number of consumers?
 Yes
 No
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Do you think service quality should be measured by management of airlines from time to time in
order to overcome customer dissatisfaction?
 Yes
 No
Recommend certain strategies that helps Ryanair to enhance its service quality and attain
customer satisfaction?
______________________________________________________________________________
____________________________________________________________________________
2.3 Record and collate required data
Why do you prefer using Ryanair airlines for travelling? Number of respondents
Low cost 13
Service quality 6
Experienced staff 1
Low cost
Service quality
Experienced staff
0
2
4
6
8
10
12
14
Column B
Illustration 1: Theme 1
Do you think that service quality and price plays a major role in Number of respondents
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influencing customer satisfaction?
Strongly disagree 2
Disagree 4
Neutral 1
Agree 7
Strongly agree 6
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Illustration 2: Theme 2
Do you assess that delivering quality services to customers will help
firm in retaining clients for long run? Number of respondents
Yes 17
No 3
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Yes
No
0 2 4 6 8 10 12 14 16 18
Column B
Illustration 3: Theme 3
Ryanair staff is well versed in order to fulfil the needs of consumers
and attain satisfaction? Number of respondents
Strongly dissatisfied 2
Dissatisfied 1
Somehow satisfied 1
Satisfied 12
Strongly satisfied 4
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Strongly dissatisfied
Somehow satisfied
Strongly satisfied
0
2
4
6
8
10
12
14
Column B
Illustration 4: Theme 4
Airlines focusing upon low carrier rate influences more number of
consumers? Number of respondents
Yes 14
No 6
Yes
No
Illustration 5: Theme 5
Do you think service quality should be measured by management of Number of respondents
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airlines from time to time in order to overcome customer
dissatisfaction?
Yes 11
No 9
Yes
No
0 2 4 6 8 10 12
Column B
Illustration 6: Theme 6
TASK 3
3.1 Using appropriate research evaluation techniques
It is essential for researcher to undertake effective research evaluation techniques so that
they can assess the collected data effectively. Carrying out primary research through
questionnaire helps in obtaining different opinions and views from selected sample (Silverman,
2016). Thus, preparing a well structured questionnaire helps in identifying information from
respondents so that best results can be carried out. While, using qualitative research technique
aids in formulating proper thematic analysis so that best results can be gained. Hence, all such
research evaluation techniques assists researcher to understand service quality and price are
major factor for influencing customer satisfaction.
3.2 Interpreting and analysing the results 400
Theme 1- Low cost factors attracts consumers to use Ryanair airlines for travelling.
It can be stated from such theme that out of 20 students 13 says that low cost is the best
factor that attracts customers to use Ryanair airlines for travelling. It is because low cost factor is
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considered as one of the main factor and thus it attracts more number of customers towards firm.
While, 6 students says that service quality is also one of the effective factor that influences
consumers towards airlines. There is only 1 respondent who assess that experience staff
influences consumers to use Ryanair airlines for travelling.
Theme 2- Service quality and price plays a major role in influencing customer satisfaction.
It is evident from the study that 2 and 4 respondents strongly disagree and disagree from
the fact that service quality and price plays a crucial role in regard to influence consumer
satisfaction. While, there is 1 respondent who is at neutral position. Moreover, 7 and 6 students
are agreed and strongly agree from the statement that service quality and price plays a main role
in regard to influence consumer satisfaction. Therefore, it is essential for firm to deliver quality
services at minimum prices and thus attracts more number of customers towards business.
Theme 3- Delivering quality services to customers will help firm in retaining clients for
long run.
It can be assessed that 17 respondents out of 20 states that delivering quality services to
customers would help business in retaining clients for long term. While, there are 3 students who
does not agree to the statement that delivering quality services to customers would assist
business to retain consumers for long term. Therefore, it is essential for Ryanair to deliver
quality services to consumers and enhance profitability through retaining them for long run
within firm.
Theme 4- Ryanair staff is well versed in order to fulfil the needs of consumers and attain
satisfaction.
It can be stated that 2 and 1 customers says that they are strongly dissatisfied and
dissatisfied from the staff services rendered by Ryanair employees in order to deliver
satisfaction. While, 1 respondent is somehow satisfied from the statement. Further, there are 12
and 4 people who states that they are satisfied and strongly satisfied in relation to identify that
Ryanair staff is well versed in regard to fulfil the needs of consumers and thus obtain satisfaction
among consumers.
Theme 5- Airlines focusing upon low carrier rate to influence more number of consumers.
It can be stated that 14 students agrees that those airlines who are focusing upon low
carrier fare helps in attracting more number of customers towards firm. While, there are 6
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respondents who does not get agreed from the fact that low cost fare influences customers
towards airlines to travel.
Theme 6- Service quality should be measured by management of airline from time to time
in order to overcome customer dissatisfaction.
It can be assessed that there are 11 customers who states that service quality should be
measured by management of airline from time to time in regard to overcome customer
dissatisfaction. While, there are 9 customers who assess that service quality needs not to be
measured by management of airline and it does not dissatisfy customers. Hence, it is essential for
customers to evaluate service quality and thus measure them so that best services can be
delivered to consumers and attain satisfaction.
3.3 Recommendation and justify areas for further consideration
It can be recommended from the study that service quality and price should be
implemented in terms of improving best services to customers and thus enhance satisfaction.
Therefore, it is essential for firm to deliver appropriate services and low cost fare to clients so
that they can be retained for long term within firm. Also, it is recommended that Ryanair should
adopt effective ways i.e. improving service and lowering cost would result in improving
customer satisfaction. However, all such factors should be implemented in order to improve
consumers attitude towards the services provided by Ryanair staff and thus improves
profitability.
Further, there are various potential areas that attracts researcher to consider that and carry
out research in that field. It could be in terms of identifying different factors that influence
customer satisfaction. Also, research could be conducted in the field of identifying employee
motivation which helps in influencing customer satisfaction.
TASK 4
4.1 Poster
CONCLUSION
Above study replicates that service quality and price factors are considered crucial in
relation to influence customers towards airlines and enhance satisfaction. Therefore, Ryanair
introduces quality services and low budgeted airlines that enhances travellers to once travel from
such airlines and improves profitability. Through delivering low price carrier facility and
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experienced staff for delivering quality services helps Ryanair to influence customer satisfaction.
Data has been collected from UKCBC students and identify their opinion regarding low cost
airlines and its usefulness so that sales ratio can be enhanced. Later a poster has been made
which assesses the overall results obtained from the research.
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REFERENCES
Books and Journals
Baker, D.M.A., 2013. Service quality and customer satisfaction in the airline industry: A
comparison between legacy airlines and low-cost airlines.American Journal of Tourism
Research. 2(1). pp.67-77.
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methodology: Challenges and the potential to advance health equity. Social Science &
Medicine. 110. pp.10-17.
Chen, P.T. and Hu, H.H.S., 2013. The mediating role of relational benefit between service
quality and customer loyalty in airline industry. Total Quality Management & Business
Excellence. 24(9-10), pp.1084-1095.
Chow, C.K.W., 2014. Customer satisfaction and service quality in the Chinese airline
industry. Journal of Air Transport Management. 35. pp.102-107.
de Oña, J. and et. al., 2016. Transit passengers’ behavioural intentions: the influence of service
quality and customer satisfaction. Transportmetrica A: Transport Science. 12(5). pp.385-
412.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of
quality, satisfaction, trust, and price reasonableness.Tourism Management. 46. pp.20-29.
Leong, L.Y. and et. al., 2015. An SEM–artificial-neural-network analysis of the relationships
between SERVPERF, customer satisfaction and loyalty among low-cost and full-service
airline. Expert Systems with Applications. 42(19). pp.6620-6634.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Mellat-Parast, M. and et. al., 2015. Linking business strategy to service failures and financial
performance: Empirical evidence from the US domestic airline industry. Journal of
Operations Management. 38. pp.14-24.
Namukasa, J., 2013. The influence of airline service quality on passenger satisfaction and
loyalty: The case of Uganda airline industry. The TQM Journal. 25(5), pp.520-532.
Palmer, A. and et. al., 2016. Retrospective: service failure and loyalty: an exploratory empirical
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Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
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Pickard, A., 2012. Research methods in information. Facet publishing.
Ryu, K., Lee, H.R. and Gon Kim, W., 2012. The influence of the quality of the physical
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Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Steven, A.B., Dong, Y. and Dresner, M., 2012. Linkages between customer service, customer
satisfaction and performance in the airline industry: Investigation of non-linearities and
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moderating effects. Transportation Research Part E: Logistics and Transportation Review.
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Online
Wym C, C., 2011. Service quality, Brand image and Price fairness impact on the customer
satisfaction and loyalty. [PDF]. Available through:
<http://tkuir.lib.tku.edu.tw:8080/dspace/retrieve/78363/Service+Quality,
+Brand+Image+and+Price+Fairness+Impact+on+the+Customer.pdf>. [Accessed on 30th
December 2016].
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