Impact of Customer Satisfaction on Travel and Tourism Business

This research project discusses the impact of customer satisfaction on the travel and tourism business, with a case study on Ryanair. It explores factors that influence satisfaction and ways to enhance it. The study aims to understand the importance of customer satisfaction and its impact on business success.

RESEARCH PROJECT

ABSTRACT
Customer satisfaction is the important element, overall success of business is highly
depended upon satisfaction level of consumers. Current study discusses impact of customer
satisfaction on the travel and tourism business. Various factors that influence satisfaction level of
clients describes in this research. Furthermore, study looks at the ways through which companies
can enhance satisfaction level of travellers towards Ryanair. Key purpose of the present study
was to have understanding about large range of factors which has diverse impact on the business
functions. Along with this, success of business is dependent over customer satisfaction so
analysis of facts regarding the same is also essential to consider.
In literature section the facts has identified that with the help of customer satisfaction,
company can attain various benefits which also influences the functions and operations in
positive manner. Also, factors that create sustainability in terms of satisfaction are classified as
range of tickets and reservation, flight services and check in procedure. Moreover, experts has
considered descriptive research design as critical aspect of the methodology section as it helps to
gain useful information and accomplish study in systematic manner. Application of primary
information has provided reliable information in context to customer satisfaction of the Ryanair.
In respect to analysis and findings, it has been noticed that cabin baggage allowance is main
element which getting priority in the business. Ryanair is offering good customer services which
affects satisfaction level in positive manner. However, few improvements in terms of quality and
pricing are still need to be implemented for better satisfaction.

Table of Contents
TITLE: “ To analysis impact of customer satisfaction on travel and tourism sector- A case study
on Ryanair.” ....................................................................................................................................1
TASK 1 ...........................................................................................................................................1
LO 1.................................................................................................................................................1
1.1 Formulate and record possible research project outline specifications............................1
1.2 Factors that contribute for research process.....................................................................2
1.3 Literature review..............................................................................................................3
1.4 Research specifications....................................................................................................6
1.5 Appropriate plan and procedures......................................................................................7
TASK 2 ...........................................................................................................................................9
LO 2.................................................................................................................................................9
2.1 (A) Match resources efficiently .......................................................................................9
2.1 (B) Relationship between research resources and questions..........................................10
2.2 Proposed research investigation for the specification and procedures...........................10
2.3 Record and collect data..................................................................................................13
TASK 3..........................................................................................................................................16
LO 3...............................................................................................................................................16
3.1 Appropriate research evaluation techniques...................................................................16
3.2 Interpret and analysis the results....................................................................................17
3.3 Recommendation and justify areas for further consideration.........................................22
TASK 4..........................................................................................................................................23
LO 4...............................................................................................................................................23
4.1 Presentation of outcomes in the poster...........................................................................23
REFERENCES..............................................................................................................................24

TITLE: “ To analysis impact of customer satisfaction on travel and tourism
sector- A case study on Ryanair.”
Key words
 Customer satisfaction
 Travel and tourism sector
 Brand image
 Retail sector business
TASK 1
LO 1
1.1 Formulate and record possible research project outline specifications
Title of the research: “To analysis impact of customer satisfaction on travel and tourism sector-
A case study on Ryanair”
Research theme: Customer satisfaction
Background of the research
Customer satisfaction is the important element that assists to measure supply of products
and services to meet with customer expectations. It is important element that provides business
owners and marketers to manage and improves functions and operations. In the travelling sector
customer satisfaction assists to measure products and services that are supplied by business to
meet with their expectations. Further, this industry also implement different reasons due to which
they require customer satisfaction in the creative aspect such as point of differentiation,
increasing lifetime customer value, retail customers to acquire new, etc. Therefore, it also helps
to indicate consumer repurchase intentions and loyalty (Gursoy, Uysal and Baloglu, 2014)..
Present study considered on the investigation that develops on Ryanair to identify customer
satisfaction. The company also determines their operations and functions in more than 30
destinations so that they are able to delivers services at global market.
The purpose of the current study is to identify how customers satisfaction affect overall
travel and tourism business. Furthermore, study aims to find out factors that impact on customer
satisfaction in this industry.
Research aim and objectives
5

In respect to carry the present research, customer satisfaction need to be assess that
influence to the travel and tourism. At workplace, there are different people exists who have
different needs and requirements through products and services. Hence, pivotal aim is to analysis
customer satisfaction in travel and tourism sector- A case study on Ryanair. To accomplish this
purpose, investigation has been made to well defined objectives that assists to meet with
systematic work.
Aim:
“To analysis customer satisfaction in travel and tourism sector- A case study on Ryanair”
Objectives
1. To understand the conceptual framework followed for customer satisfaction in travel and
tourism sector.
2. To identify factors that affects satisfaction level of consumers at Ryanair.
3. To analysis the strategies applied by Ryanair to improve customer satisfaction level.
4. To recommends ways to enhance growth and customer satisfaction at Ryanair.
Research questions
1. What is the conceptual framework followed for customer satisfaction in travel and
tourism sector?
2. What are the factors that affect satisfaction level of consumers at Ryanair?
3. What are the strategies applied by Ryanair to improve customer satisfaction level?
1.2 Factors that contribute for research process
In the present research, there are several factors exists that contributes large participation
in the study for the well research. With the help of substantial collection of data, overall
organisation performances will be increasing that is very important for the business. Primary and
secondary data collection is the important aspect that assists to identify effective results within
the business. On the other hand, there are following are certain factors explain that influence to
the research process:
Semi structured topic: This is a type of topic in which data can be gathered from other
companies as well. Main focus of any firm is to raise satisfaction level and for this they
implemented strategies to raise them. This way, it is a type of semi-structured topic in which
information can be gained.
6

College provided: There are different type of topic that were given to students, and this
was the topic given to me.
Self-interest: I have personal interest in this topic. The areas of student that is given to
me will help me to develop my learning and knowledge towards the ways and strategies that are
applied by companies to attract customers (Gursoy, Uysal and Baloglu, 2014). Further, the topic
will also be helpful for my future career.
Easy access to primary data: There are many people who make use of the services of
Ryanair. They are helpful sources to gather primary information and I can easily reach out to
them for relevant information for the topic.
1.3 Literature review
Theme 1 Customer satisfaction
As per the view of Dickinson, Ghali and Norgate, (2014), customer satisfaction is the
related to market. Customer satisfaction is give they difference between a customer what want
and in actuality what they revived with the services. Customer satisfaction basically what we
present in front of the customer meet with customer expectoration. Customer satisfaction
purchasing product and services. In travelled agencies gives they provided services and give they
best. In airlines they work a passenger fully satisfy with airline services. In airline its related to
services. A customer when going on somewhere that time they want some facilities and every
airline how many facilities provided that between differences ratio call customer satisfaction. On
the other hand Poria and Timothy, (2014), stated that in airline basically full fill because they
provided best facilities and some customer are fully depends on it and every time use these
facilities. In this customer basically loyal on brand and they are satisfied then they every time use
it. Airline services also related to customer exception and full fill they need and requirement. If
they want to customer satisfaction then they fully focus on they customer. Customer satisfaction
work tat time ten company employees basically related to customer in continue ways and
understood what they want about what company provided. As per the point of Huang, Backman
and Moore, (2013), it has been generated that customer satisfaction provided they er, him
businesses that image and condition going on in they market and ow to mange our business what
they customer need increase and what they provided. Customer satisfaction in airlines what type
of employee behave they customer and passengers and how to reacted that action and what type
of facilities they full fill or customer expectation. In this condition satisfy then next time when
7

ding trawling then they defiantly use of that services. And its basically work then how many
employees regularly touch with they passenger they always give the best facilities of passenger
that time customer satisfaction increases. But they not provided best facilitated that time they
decree customer satisfaction.
Theme 2: Factors influence to customer satisfaction
In airline services lots of factors affecting they customer Satisfaction. Because in this services
doing all type of work mostly depend on they employee behave because they airline services'
employee not talk and not familiar with passenger then passenger never want to again travelling
with this. Other most factors is--
Range of tickets and reservation- On the other hand, Zeng and Gerritsen, (2014) explored that its
show they what image of they company in the market. How many peoples is using it. Its sow
they basically what type of services that providing because they give best facilitates then in
advance booking going on and waiting list also going on but that not providing best facilitate
they don't.
Flight services and facilities- According to the point of Jin and Wang, (2016), customer
satisfaction is fully depended on facilities a service because every passenger want they the best
facilities and what type of services in company proved that differences is very important in that
services in this company gives most of the best facilities and they react very best like in food
oxidizer, and other services. If any airline company is not giving proper food information a not
having helping nature then this condition the customer not chooses it.
Check in procedure – As per the view of Benckendorff and Zehrer, (2013), in this airline effect
most because in this generation every person go on site and then check of what processes of
company what type of facilities provided that all type of information check and they also check
reviews of customer and process then they booking of ticket. Behave of the employees with
customer: In airline services fully based on behaving they in airline that passengers also use
whose first time doing travailing, some passenger having other problem tat time what type of
employee help to customer and passenger and give information and outcomes. Providing
facilities and how react on that customer and passenger reaction. Language and information also
factors are also effect of airline services because what type they give information and what type
of languages they use and what is that speaking style. Its also work on because they customer
8

not understand they what company says that how to full fill company formalities and how to do
travailing and how to react on employee.
Kano model is being used by firms to gaining knowledge about customer's needs and
their requirements. Consumers have different kinds of needs such as expected needs, normal
needs, exciting needs etc. It is essential for the travel and tourism firm that to understand these
requirements of consumers and fulfil their expectations. If company is able to fulfil these needs
then it enhances satisfaction level of them and if not then it makes the person negative towards
the brand. As per the model there are certain set of expectations that has to be followed and when
these are not met, then it develops negative perception within the mind of service users.
Illustration 1: Kano model
Source: (Kano model tutorial, 2017)
SERVQUAL is determined to be a method that consists of multi-dimensional research
that is designed to capture consumer perception and expectations of service. This is attaining by
focusing on five dimensions that represent service quality. Below given are the dimensions that
are followed in method of SERVQUAL:
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 Reliability: It is the ability to fulfil promised services.
 Assurance: This is the courtesy and knowledge of workers and their ability to develop
confidence and trust. It requires employees of Ryanair to have proper knowledge about
the type of services that are delivered to customers.
 Tangibles: It is the appearance of physical facilities, communication, personnel and
equipment’s. All aspects should be covered that help to fulfil requirements of customers.
 Empathy: It requires the employees of Ryanair to have individualized attention towards
customers.
 Responsiveness: This represents the willingness that employees have to help customers
and to promote the services.
Relationship between customer satisfaction with travel and tourism sector-
As per the view of Munar and Jacobsen, (2014), customer satisfaction having relation of
travel it can be easily noticed that the contemporary tourist wants to live a unique experience and
is not interested any more in purchasing a standardized product and services tourism sectors.
Because they want to full fill all type of requirement of customer and they try to complete full fill
exception of they passenger that main focusses use in they customer expect ion and company
providing facilitates in both having no differences. And every company want to providing best
to the best facilities and full they need of passenger. However, Baker, (2014) stated that
passenger is not satisfied then they did not choose again to travelling with the company. In every
sectors of tourism satisfaction is most important part. Tourism satisfaction has to be analysed
according to an overlapping perspective that contemplates both the demand and the offer side
where this latter, in the wider meaning, also includes the systemic perspective. Tourism customer
satisfaction is fully based on mouth to word it not bases ion the product what you say and how
many services and facilitative you full fill. In this sector you don't brake they trust of customer
and passenger if not providing that facilities then you not having that customers. In airlines
company we having easily customer satisfaction but give best to the best facilities. On the other
hand, Prebensen, Chen and Uysal, (2014) said that customer satisfaction not based on product
and services its fully based on they behaving and increases facilities of they company. Company
employee how to taking employ service it's also depend on it. If tourism company full fill they
customer satisfaction ten they firstly observe what they customer want and what company give
they facilities and what type they reacted on these facilities. Customer satisfaction when full fill
10

ten company is automatically including in six sigma and they also having best company and they
increase customer. Its is also of things like product services, facilities to related they tourism
company (Ritchie, Crotts and Volsky, 2014).
1.4 Research specifications
It is the important aspect that assists to develop effective functioning in the research
work. It has been represented that different tools and techniques that are undertaken by the
researcher (Buning and Gibson, 2016). Specification of the research project also support to
investigator and reader as well. Below are certain methodologies applied that create effective
results in the business.:
 Research design: It is the foremost responsibilities in which researcher need to select
appropriate design for investigation. There are several alternatives such as descriptive,
exploratory and explanatory research. Selection of research design determines as the
descriptive perspective. With the help of this research design depth analysis can be made.
Descriptive research design has been selected because it helps to find useful information
and conduct systematic analysis at workplace. It is the best way to find insight
information towards the research aim and objectives.
 Data collection: It is the another prime support to the researcher to collect relevant data
that are set to guide and research for stipulating aims and objectives. In this aspect,
primary and secondary measurement can be develops to collect relevant information
(Gursoy, Uysal and Baloglu, 2014). Primary information used to find reliable information
that are needed at workplace of the Ryanair. First hand and fresh information assists to
develop creative results in systematic way.
 Sampling: It is the important aspect that assists to meet with effective results and
outcomes in which study conducted with equal distribution of work. For the particular
objective, random and purposive sampling method use for the investigation. 25 customer
sampling size has been selected those are prefers to travel from Ryanair. Questionnaire
need to be set for assessment of the customer view in systematic approach.
 Data analysis: It is the important way to collect the relevant data through qualitative and
quantitative methods to collect the data. These methods assist to measure relevant
information towards the project (Lamsfus, Xiang and Martín, 2013). Qualitative data also
11

implemented for measurement of the significant performances of the research. Therefore,
thematic analysis has been selected to conduct creative results at workplace.
 Ethical issue: It is the effective matter that assists to conduct investigation. Evidence also
taken as the major deal for ethical orders. It helps to examine entire research program in
respect to making validity and reliability. In this context, reliable tools and techniques
also taken to carry the effective research program. A system is developed that will enable
to protect personal information and only the person who is authorise will be able to
access it. Further, proper confidentiality needs to be maintained so that the response
given is not shared with anyone else.
 Research limitations: It is the important element that assists to measure restricted
measurement that involves time and cost for different survey. Undesirable effects also
measure that assists to make creative results.
1.5 Appropriate plan and procedures
With this regard, proper functioning can be made in research through conduct research
with different activities. In this way, time plan has been made for the particular topic which
divided in different categories. Therefore, it assists to develop proper outcomes to assess
customer satisfaction in the business. Furthermore, in each week activities accomplish with Gantt
chart that assists to accomplish business objectives.
Key
Activities
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Proposal
Feedback
Preparatio
n of
Introducti
on
Preparatio
n of aim
12

and
objectives
Literature
Review
Collection
of
Secondary
Informati
on
Examinati
on of the
Collected
Data
Research
Design
Research
Methodol
ogy
Acquiring
Primary
Data
Analysing
Primary
and
Secondary
Data
Conclusio
n and
Recomme
ndations
Completio
13

n of
Leftover
Work
Revision
and Draft
Final
Submissio
n
TASK 2
LO 2
2.1 (A) Match resources efficiently
In respect to carry the present research, primary resources assists to collect relevant
information. In this aspect, relevant and fresh information can be develop at workplace that
assists to meet with goals and objectives in systematic manner. These types of resources assists
to identify relevant information from event, object, person, etc. Results comes from statistical
data so that creative results will be made at workplace (Lamsfus, Xiang and Martín, 2013).
From the interview, survey, etc. there are different types of data has been collected to grow
operations.
Beside this, secondary data also collected from published and unpublished sources that
assists to create effective functioning at workplace. In this way, information could be find out for
the related topic in significant manner. It is the systematic way to interpret the data about
secondary sources which can be done through different diaries, journals, magazines, etc.
There are different types of resources that are important to be considered and these are
journals, books, articles, etc. Apart from this, it also requires to have to proper analysis made to
determine customer’s satisfaction and also contains supervision of preference of service users.
Further, to carry out all this process it is important to have money as there are activities that are
set and for completing all these activities it requires to have budget decided. In addition to this,
there are time decided and activities need to be completed within speculated time period. When
any one of the activities gets delayed, then following will also get affected.
14

2.1 (B) Relationship between research resources and questions
In respect to identify the impact of research program, it has been seen that there are
several resources exists which assists to promote effective functioning in the business. Primary
and secondary resources assists to grow outcomes and performances with research questions.
Research questions are based on the assessment of business performances of the business
objectives (Gursoy, Uysal and Baloglu, 2014). With this regard, relationship also made so that
researcher able to get proper information. There are several activities performed by Ryanair to
identify customer satisfaction in the business. It also expresses secondary data which
recommends and analysis previous research which assists to make creative functioning in it.
Below given is the table that shows that shows resources that are required to achieve the
research:
Research Resources
To
understand
the concept of
customer
satisfaction
In this aspect, different resources used such as books, journals, articles,
journals, etc. All these useful elements and based on the customer
satisfaction.
Research
questions
It needs to have proper analysis and supervision made so that appropriate
research questions can be formed.
Research
objectives
Research objectives preparing as per the basis of topic so that it consist
important results in business outcomes.
Other
requirements
Research need to have money, time and information from company website.
To get information, 25 participants are required who will be able to help
with data. Lastly, it needs internet, computer and Microsoft office words to
present the information.
2.2 Proposed research investigation for the specification and procedures
With this regard, researcher need to set questionnaire through they can identify views of
customers regarding their objectives. 20 respondents are taken from Ryanair that are using
different services of the business in significant manner. Therefore, customer satisfaction will be
assess that create effective results on the business outcomes.
15

Questionnaire
Name:
1. Gender: Male Female
2. Age (Please tick your age range)
1. Under 20
2. 20 to 29
3. 30 to 39
4. 40 to 49
5. Above 50
3. From how long you are using services of Ryanair ?
1. 1 to 3 years
2. 4 to 6 years
3. 7 to 9 years
4. 10 years and Above
Searching and buying ticket
4. Searching and buying ticket process (Kindly rate the below factors as per your preferences at
the scale of 1 to 5)
Factors 1 2 3 4 5
Ease to access
company web
link
Proper
information
available on
portal
regarding
services
offered
Easy to
navigate
search on web
16

Online staff
assistance
Payment
process
Boarding services
5. Kindly rate the boarding services offered by Ryanair
Factors 1 2 3 4 5
Friendly staff
Easy boarding
access
Online
boarding
option
Baggage Policies
6. Kindly rate the baggage policies of Ryanair
Factors 1 2 3 4 5
Pricing
Baggage
handing
Baggage
tracking
In-flight Services
7. Are you satisfied with inflight services of Ryanair?
Factors 1 2 3 4 5
Cabin crew
assistance
In-flight food
quality
Comfortable
seats
Staff assistance and customer service
17

8. Do you get proper staff assistance in security check process?
 Yes
 No
 Can’t say
9. Is pricing of Ryanair is reliable as per service quality and destination distance?
 Yes
 No
 Can’t say
10. How you will rate overall customer service of Ryanair’s?
 Highly satisfied
 Satisfied
 Dissatisfied
 Neutral
 Strongly disagree
Any comments
………………………………………………………………………………………………………
………………………………………………………………………………………………………
……………………………………………………………………………………………………
2.3 Record and collect data
Theme 1 Most of customer are using services of Ryanair from last 4 to 6 years
From how long you are using services of
Ryanair?
No of respondents
1 to 3 years 2
4 to 6 years 17
7 to 9 years 4
10 years and Above 2
18

Theme 2 Ticket generating process of Ryanair
Factors 1 2 3 4 5
Ease to access
company web
link
7 7 6 3 2
Proper
information
available on
portal
regarding
services
offered
8 6 5 4 2
Easy to
navigate
search on web
6 5 4 8 2
Online staff
assistance
9 5 4 5 2
Payment
process
7 8 5 2 3
19

Theme 3 Boarding services offered by Ryanair
Factors 1 2 3 4 5
Friendly staff 7 7 6 3 2
Easy boarding
access
5 4 3 8 3
Online
boarding
option
7 7 4 5 2
Theme 4 Baggage policies of Ryanair
Factors 1 2 3 4 5
Pricing 3 6 6 7 3
20

Baggage
handing
6 5 4 8 2
Baggage
tracking
3 5 4 7 6
Theme 5 Inflight services of Ryanair
Factors 1 2 3 4 5
Cabin crew
assistance
8 6 5 4 2
In-flight food
quality
7 7 6 3 2
Comfortable
seats
6 5 4 8 2
21

Theme 6 Staff assistance in security check process is highly impressive
Do you get proper staff assistance in
security check process?
No of respondents
Yes 15
No 10
Can’t say 5
Theme 7 Company need to improve pricing of services
Is pricing of Ryanair is reliable as per
service quality and destination distance?
No of respondents
Yes 10
22

No 15
Can’t say 5
Theme 8 Overall customer service of Ryanair
How you will rate overall customer service
of Ryanair’s
No of respondents
Highly satisfied 19
Satisfied 3
Dissatisfied 0
Neutral 2
Strongly disagree 1
23

TASK 3
LO 3
3.1 Appropriate research evaluation techniques
In order to carry the report, there are different types of research evaluation techniques
develops that assists to accomplish effective results. In this aspect, survey method conducted that
assists to grow effective information at workplace. With the help of questionnaire, outcomes can
be gain in effective way. It assists to measure positive impact from different elements within the
business (Lamsfus, Xiang and Martín, 2013). Below are the certain evaluations techniques
determines that create effective results in the business:
Scientific experimental model: In this model, scientific methods determines that assists
to grow effective results in the business. This model assists to attain mode effective results
through set priorities to attain more profits and revenue.
Management oriented system model: In this model, PERT and CPM model describes
that helps to evaluate the business results in systematic aspect. With the help of program
evaluation review technique, logical outcomes can be made at workplace (Gursoy, Uysal and
Baloglu, 2014)..
Qualitative model: Qualitative model also emphasize on the observation which helps to
create effective functions and operations to perform several tasks for enhance quality of work.
24

Further, there are also certain values determines that develops through ascertain effective
functions at workplace.
Researcher has used Kano model in order to identify needs and satisfaction level of
customers towards the firm. Furthermore study has focused on statistics.
3.2 Interpret and analysis the results
Theme 1 Most of customer are using services of Ryanair from last 4 to 6 years
Interpretation: In accordance with the questionnaire that was made fill up by customers,
it is identified that majority of the customer has used the services since 4 to 6 years. There are
also people have been using the services for 10 years. As per the findings, it can be stated that
the rate of preferences that each of the customers have towards the services delivered by Ryanair
is positive. In addition to this, it can also be stated that people are regular and are familiar for the
services that are delivered to them by the firm.
Theme 2 Ticket generating process of Ryanair
Interpretation: As per the findings made, in generating ticket there are different types of
process through which people go through. It includes accessing web link, information available
on portal, navigating search on web, payment process, etc. All these the response given by
clients state that majority of people think that the rate of staff assistance is highly effective.
However, the navigation search made is not effective. There are about 8 of the then who think
that this service is not proper.
Theme 3 Boarding services offered by Ryanair
Interpretation: For services related to boarding, there are three aspects considered and
these are friendliness of staffs, online boarding option and easy boarding access. From 25
respondents, it can be stated that all the staff member is friendly. They are able to understand the
requirement of customers and appropriate steps are taken to fulfil the needs. Further, the options
that are given to clients at the time of boarding are also satisfying. However, the access to
boarding is not easy. There are other processes that are involved and these have to complete so
that access can be gained.
Theme 4 Baggage policies of Ryanair
Interpretation: There are different types of policies that are followed by companies. As
per the cited firm, there are three different type of aspects that are focused. These are pricing,
baggage handling and baggage tracking. As per pricing, customers are not satisified and the
25

prices are high, there are respondents who are not satisfied with this policy. Further, the process
for tracking baggage is also not effective. Customer do face problem to track their baggage.
However, it is identified that the services that are delivered for handling baggage by cited firm is
effective.
Theme 5 Inflight services of Ryanair
Interpretation: In context with the inflight services provided by Ryanair, three aspects are
considered and these are cabin crew, comfortable seats and in flight food quality. Among all
these aspects, it is identified that customers are satisfied. However, the only thing among these
for which some of the respondents face problem is related with seats. The rate of satisfaction for
comfortable seats is low when compared with other services. This way, proper consideration
needs to be made in which the problems that are faced by them are considered appropriate steps
are taken to overcome them.
Theme 6 Staff assistance in security check process is highly impressive
Interpretation: It is important for Ryanair to have appropriate assistance in security check
process. This way, proper safety can be provided to services users. From the findings, it can be
stated that there are 15 of the respondents who stated that they are think that security of Ryanair
is highly impressive. Further, there are 10 of the customers who think that it is not effective.
Lastly, there are 5 of the respondents who are not sure for the same. Thus, it can be stated that
majority of respondents are satisfied with the services.
Theme 7 Company needs to improve pricing of services
Interpretation: There are certain se of expectation that people have before that make
purchase decision. In this context, it includes pricing quality, etc. As per the questionnaire that
was filled up by 25 customers, it is identified that about 10 of them think that they are satisfied.
Further, there are 5 of them who are not sure for the same. However, majority of people think
that the price that is set by Ryanair is not effective and the satisfaction rate of service users are
low. It is important that appropriate steps are taken so those prices are focused and changes are
made.
Theme 8 Overall customer service of Ryanair
Interpretation: People are strongly satisfied with the operation and functions of
Ryanair.19 people are strongly agree, 3 people are agree, none of people Neutral, 2 people are
26

disagree and 1 person is strongly disagree with services which provided in the travel agency.
The type of services that are delivered by cited firm is highly effective and they are satisfied.
3.3 Recommendation and justify areas for further consideration
Travel and tourism sector assist to make high growth in economy that enhance
profitability and outcomes in systematic way. With this regard, Ryanair also take important
participation in the business objectives. Therefore, it is very important to make relevant
information towards the business. The company can expand their operations in developing
countries so that they have to focus on the large market share and investment opportunities for
accomplish their results (Lamsfus, Xiang and Martín, 2013). In this context, following are
different areas of research can be provide for the further research:
 Impact of social media on consumer behaviour of travel and tourism sector.
 Identify factors that promote or inhibit travelling and tourism sector performances.
 Training and development program needs for development of travelling and tourism
sector.
TASK 4
LO 4
4.1 Presentation of outcomes in the poster
27

REFERENCES
Books and Journals
Baker, D.M.A., 2014. The effects of terrorism on the travel and tourism industry. International
Journal of Religious Tourism and Pilgrimage. 2(1). p.9.
Benckendorff, P. and Zehrer, A., 2013. A network analysis of tourism research. Annals of
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