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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