Service Quality and Customer Satisfaction in Airlines

This assignment delves into the crucial link between service quality and customer satisfaction within the airline industry. It analyzes how different aspects of service delivery, such as reliability, responsiveness, and assurance, impact passenger perceptions and their likelihood to remain loyal to specific airlines. The assignment utilizes existing research and potentially real-world data to provide insights into this dynamic relationship.

RESEARCH PROJECT

Abstract
The study discuss about customer satisfaction in the Easyjet. Impact of customer satisfaction
on travel business of the Easyjet is being discussed in this research .Furthermore, study looks
the various actors that influence the satisfaction level of travellers.
Literature sections has identified various facts about factors that influence customer
satisfaction in the the organization. Flight services, website details, online services etc. are
many elements that influence the mind of consumers. Methodology section describes various
tools and techniques that is being applied to get the results. Easyjet is offering quality
services to its consumers but still it is required to provide more information on its website and
have to provide more effective inflight services to travellers.

Table of Contents
1.1 RESEARCH PROJECT OUTLINE..........................................................................................................1
1.1.1 Introduction........................................................................................................................1
1.1.2 Aim.....................................................................................................................................1
1.1.3 Objectives ..........................................................................................................................1
1.1.4 Research Questions............................................................................................................1
1.2 RATIONALE OF CONDUCTING THIS RESEARCH.................................................................................2
1.2.1 Scope.................................................................................................................................2
1.3 LITERATURE REVIEW........................................................................................................................3
1.3.1 Customer satisfaction.........................................................................................................3
1.3.2 Kano model.........................................................................................................................4
1.4 RESEARCH METHODOLOGY.............................................................................................................5
1.4.1 Research type.....................................................................................................................6
1.4.2 Quantitative research type.................................................................................................6
1.4.3 Study population................................................................................................................6
1.4.4 Sampling with sample size..................................................................................................6
1.5 PLAN AND PROCEDURE FOR RESEARCH SPECIFICATION.................................................................7
Task 2 implementation of research project...........................................................................................9
2.1 Resource requirements.........................................................................................................9
2.2 Undertaking proposed research investigation.....................................................................10
2.3 Recording and collection of appropriate data...............................................................................11
.............................................................................................................................................................18
Task 3 Evaluation of research project..................................................................................................18
3.1 research evaluation techniques.....................................................................................................18
3.2 Interpretation and analysis of results............................................................................................19
.............................................................................................................................................................26
3.3 Recommendations according to findings.......................................................................................26

Task 4 Presentation of research outcomes (Refer to attached poster presentation)..........................26
4.1 Outcomes of research....................................................................................................................28
Reference list.......................................................................................................................................31
Appendices..........................................................................................................................................33

Customer satisfaction of Easyjet
1.1 RESEARCH PROJECT OUTLINE
1.1.1 Introduction
The aim of this report is to understand the topic of customer satisfaction of Easyjet.
This report has analysed each and everything related to Easy jet’s customer satisfaction
project. With the help of research project and literature, review the topic better understanding
have been developed. This report will also give a critical analysis on customer satisfaction
and different models to understand the subject.
1.1.2 Aim
The aim of the study is to provide satisfaction to the customers of the venture Easyjet.
The study helps in understanding the factors, which help to provide customers
satisfaction in the contemporary era. The study tries to improve the conception of the
learners related to the customer satisfaction. It also provides the idea based on which,
the business ventures try to satisfy their customers.
1.1.3 Objectives
1. To interpret the perception of customer satisfaction for running the Easyjet in the
appropriate way
2. To identify the factors that can influence customer satisfaction for Easyjet
3. To understand the necessity of customer satisfaction in the organisation of Easyjet
4. To provide recommendations on customer satisfaction to Easyjet.
1.1.4 Research Questions
1.What are the perception of customer satisfaction for running in the appropriate way?
2.What factors can influence customer satisfaction in the Easyjet?
3. Why there is necessity of customer satisfaction in the organisation of Easyjet?

1.2 RATIONALE OF CONDUCTING THIS RESEARCH
In this report the first thing which is important to work on is the literature review
which is very important as it explains what many authors have said about different authors
and their views on customer satisfaction and managing them. Second, it is important to
explain the research project of this report. This assignment also defines critical literature
review of the topic, and the proper understanding of customer satisfaction is and Kano's
model to understand Customer satisfaction. The plan and procedure are created to make a
better understanding the subject of study. Research methodology is there to explain the
method can take to complete the entire study. Another reason of selecting this topic is that
researcher has interest in the topic. Due to interesting area of customer satisfaction scholar
has chosen this subject. This topic is effective for the career growth of research thus,
individual has chosen this subject. It is semi structured topic which is provided by college
thus, researcher has chosen this topic.
1.2.1 Scope
There are many ways to develop customer services so that the customers can be
satisfied with the services offered. These ways can be useful to develop the customer service
sector and there are many methods, which should apply to get proper outcomes.
Easy jet prefers Benefit Measurement method as this technique is on the value estimated cash
flow outflow and inflow. In this method, the cost benefits is calculated as well as compared to
other projects to make decisions. There are different models, which such as Benefit or cost
ratio, as well as economic models to understand the entire scenario of Easy jet this method is
very much important. There are different other models as well like the scoring model and the
payback period This helps the organization complete their task easily without having any
issue. Not present value is another method, which is being, used also methods like discounted
cash flow as well as internal rate of return is important. In the end, the opportunity cost added
to complete the entire method of Benefit Measurement Method.
1.3 LITERATURE REVIEW
According to Khan and Khan, 2014, pp.63 customer satisfaction is one of the most
important thing which has to be kept in mind while interacting with a customer or giving any
kind of service to any kind of customers. Customer satisfaction is very important as a
company runs on the support of their customers. If the customer does not like the service of

that organization they will quickly shift to their competitors, this is how the cycle will go on,
and thus it is very important to offer good quality service to the customers to avoid the risk of
making the customer annoyed. According to Hussain, Al Nasser and Hussain, 2015, pp. 167-
175 ustomers can be dissatisfied by the appearance of the employees or might be annoyed
due to the quality of the service so there are many things which has to be kept in mind while
interacting with the customer. As customers are the ones who brings money to an
organization, so they have to treated with care and the service should be not below the level.
When a customer pays for some service they expect it to be something better and offering
something which they do not expect either. Which means they did not like it or they are
surprisingly happy with the service? Leong and et.al., 2015, pp.6620-6634 , said that when a
single customer gets happy with the service they bring more capital to the company else and
refers to their family or friends which can be very profitable for the organization. According
to Shaw (2016, p.254), an organization should always seek to provide the best quality service
to the customers and keep them happy this would always profit the organization and not harm
it. Thus, it can be understood customer satisfaction is a very important thing, which must give
the most importance.
1.3.1 Customer satisfaction
In the viewpoint of Hussain (2015, p.176), the passengers of airlines select based on
the services of airlines, quality of food, brand name and other factors that creates a
differentiation and positioning of the industry. The employees of Easy jet must provide
quality of services and should understand the importance of customers’ satisfaction. It has
been argued by Sengupta, Balaji and Krishnan, 2015, pp. 665-674. many a times, the
customers do not get satisfy with the quality of the service and hence the business fail and the
owner get loss in the business. In addition, if easyjet airlines can improve the customer
satisfaction then will be able to set the goals for improving the services and can monitor the
progress in this field. Moreover, they can earn huge profit in this business by improving the
customer services and loyalty. Snyder and Tai (2014, p.256) has mentioned that business of
airline industry always start and end with the customers. It has been found that customer
satisfaction and loyalty are the two important factors in the airline business. The services that
are needed to improve the customer satisfaction in Easy jet are mentioned below:
Empathy of staffs: The staffs of Easy jet should give attention to every passenger while they
are travelling from one place to another. For instance, the employees should remember the
names of the passengers and should take care of their requirements.

Assurance: The employees of Easy jet should make the passenger believe that they have
ability and skills to give their best and perform their jobs. For instance, the air hostess should
know the destination and they must take care of the security of the passengers in the plane.
Reliability: the employees in Easyjet must maintain the services and the quality for a longer
time. They should perform their jobs accurately. For example, the employees should provide
check in services to all the passengers efficiently.
1.3.2 Kano model
According to the research, it has been found that Kano model acts as a best example
of customer satisfaction in the business. This model says that a product or a service is being
designed for the customers. It is designed according to the emotions of the customers.
Moreover, this model helps the owner of the business thinks the usefulness of the product and
services in providing better result to the customers. On the other hand, it also influences the
constant development of the product that will add to the modification of the service. This
research will show that suitable components of Kano model that may be helpful in
developing the airlines services:
Basics: A customer’s generally wants these features from the services. For instance, when a
customer books a flight ticket then that person expects a complimentary food while travelling
in the flight.
Performance attributes: this are the things that adds to the enjoyment of the services. It has
been found that every customer wants to avail a comfortable and enjoyable service. For
instance, if low budget airline offers free superfast broadband connection inside the
aeroplane. Then this may adds to the enjoyment of the teenagers and the younger. Moreover,
this will make their journey a remarkable one (Suki, 2014, pp.26-32 ).
Excitement phenomenon: The owner may provide these extra benefits in the service. This is
mainly the surprise components and the customers are not aware of these benefits while
travelling in the flight. For instance, in the airlines services the customers may find
chocolates when they will get inside the flight. These small surprises will make the
passengers more satisfied to use their services again.

Figure 1: Kano model
(Source: What is the Kano Model, 2017 )
The research has evaluated that Kano model has a huge contribution in understanding
the customer satisfaction in the airlines industry. It has been found that interest among the
customers can be encouraged if the owner of Easyjet properly implements the strategies in
the organization. Moreover, the employees must be given proper training on how to gain
customer satisfaction in this company.
1.4 RESEARCH METHODOLOGY
The research methodology is the procedure, based on which, the entire study can be
completed. As mentioned by Alvesson and Sköldberg (2017, p.546), research methodology
assists to collect data and information related to the topic in the appropriate way. Research
methodology incorporates the notion of theory and model related to the topic of customer
satisfaction. In this research, research type, data collection instruments, methods, data
analysis methods, sample size and many others will be discussed and analysed. The above-
mentioned types are followed by-
1.4.1 Research type
In order to complete the research, it is necessary to collect information related to the
customer satisfaction in the effective way. As per the viewpoint of Gioia et al. (2013, p.25),

qualitative and quantitative are the two types of research. In the primary, the two parts are
qualitative and quantitative.
1.4.2 Quantitative research type
The quantitative research type includes the conception of survey and many others for
collecting data in the appropriate way. In this study, the authority prepares a set of questions
and uploads it on the website of the venture for collecting the perception of customers in the
perfect way. It is the close-ending procedure.
However, to complete the study, quantitative information will be used.. As the
authority of Easy Jet has faced problems related to the customer satisfaction, researcher need
to collect data from the viewpoint of customers. It will be helpful for completing the study
appropriately.
1.4.3 Study population
To complete the study, the researcher has chosen the area, from where, individual can
collect data. The chosen area is considered as the study population. In order to finish the
study, the authority collects data from their population that is considered as evidence based
data. In case of Easy Jet, as they face problem related to the satisfaction of customers, study
population is 50. This is accurate population size because it is quantitative study thus,
involvement of maximum numbers of answers will support in analysing data in effective
manner. It will help to gather knowledge, for which, the authority has faced problems in their
venture.
1.4.4 Sampling with sample size
In time of doing research, it is seen that, all selected people are not able to respond.
Many a times, the people do not provide answer of all questions. Henceforth, the authority
finds out the number of people, who have completed the task in the effective way. In the
study of Easy jet, the sample size is 25. The sample size is randomly selected. 25 sample size
is accurate, it is not that much lengthy and no so short thus scholar will be able to gather
accurate data and would be able to analyses it by applying quantitative tools.
1.5 PLAN AND PROCEDURE FOR RESEARCH SPECIFICATION
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Task 2 implementation of research project
2.1 Resource requirements
Research Resources

Research objectives Books, Articles, website,
Questionnaire, internet, computer, google,
research participants, supervisors, Survey
monkey, Library
There are different resources that are required in the research project. For carrying out
this investigation scholar requires books, journals, internet articles so that understanding can
be developed about the subject matter. Apart from this financial resources are another major
resource that is essential to complete the research in effective manner. Scholar has to
schedule activities and have to allocate budget so that each activity can be completed on time.
Research questions
The research questions help to understand the topic of the study in the appropriate way. In
order to understand the concept of customer satisfaction, few questions are important, which
are followed by-
1. What is the importance of customer satisfaction in the Easy jet, which is under Airline
industry?
2. What are factors that can influence the satisfaction of customers in Easy jet?
3. What is the concept of satisfaction of customers in the venture of Easy jet?
4. What are the recommendations for improving the service of Easy jet as the authority
can provide satisfaction to their customers?
Hypotheses
H1 Customer satisfaction is an important factor to engage customers
H2 Customer satisfaction is not a factor for business productivity
2.2 Undertaking proposed research investigation
Questionnaire
Name
Age
Gender
Since how long you are using services of EasyJet?
 Less than 1 years
 2-3 years

 3-5 years
 More than 5 years
Rate the below factors related with buying ticket process?
Factors 1 2 3 4 5
Ease to access
Adequate
information
available
Online staff
assistance
Easy payment
process
Rate the baggage policies of the Easyject?
Factors 1 2 3 4 5
Pricing
Baggage
handing
Baggage
tracking
Give rank to inflight services of Easyjet?
Rank
Satisfactory
Highly satisfactory
Dissatisfaction
Highly dissatisfaction
Are you satisfied with online customer service of Easyject?
 Satisfied

 Highly satisfied
 Dissatisfied
 Highly dissatisfied
Is it possible to follow cost leadership strategy to satisfy new customer groups?
 Yes
 No
What are the other factors that Easy Jet can manage customer satisfaction?
 Improve online customer services
 Provide more information on its website
 Improve inflight services
 others
2.3 Recording and collection of appropriate data
Theme 1: Length of using services of Easyjet
Less than 1 year 2 8%
2-3 year 15 60%
3-5 year 5 20%
More than 5 years 3 12%
Mean 3
Median 6.25
Mode 0

Theme 2: Rating for factors related with buying ticket process
(1= very good and 5 =poor)
Factors 1 2 3 4 5 Mean Mode Median
Ease to
access
9 8 3 4 1 5 0 4
Adequat
e
informat
ion
available
8 7 5 3 2 5 0 5
Online
staff
assistanc
e
2 5 7 8 3 5 0 5
Easy
payment
process
8 7 5 3 2 5 0 5

Theme 3: Rate the baggage policies of the Easyject?
Factors 1 2 3 4 5 Mean Mode Median
Pricing 9 8 3 4 1 5 0 4
Baggage
handing
8 7 5 3 2 5 0 5
Baggage
tracking
8 7 5 3 2 5 0 5
Theme 4: Give rank to inflight services of Easyjet?

Satisfied 9 36%
Highly satisfied 7 28%
Dissatisfied 5 20%
Highly dissatisfied 4 16%
Mean 6.25
Median 6
Mode 0
Theme 5: Satisfaction level for online customer service of Easyject
Satisfied 8 32%
Highly satisfied 7 28%
Dissatisfied 6 24%
Highly dissatisfied 4 16%
Mean 6.25

Median 6.5
Mode 0
Theme 6: follow cost leadership strategy to satisfy new customer groups
Yes 17 68%
No 8 32%
Mean 6.25
Median 4
Mode 0

Theme 6: Factors that Easy Jet can manage customer satisfaction
Provide more information on
website
12 48%
Improve inflight services 9 36%
Others 4 16%
Mean 6.25
Median 6.5
Mode 0

Task 3 Evaluation of research project
3.1 research evaluation techniques
Research Methodology
The research methodology is the procedure, based on which, the entire study is will be
completed. As mentioned by Alvesson and Sköldberg (2017, p.546), research methodology
assists to collect data and information related to the topic in the appropriate way. Research
methodology incorporates the notion of theory and model related to the topic of customer
satisfaction. In this research, research type, data collection instruments, methods, data
analysis methods, sample size and many others will be discussed and analysed. The above-
mentioned types are followed by-
Research type
Formative evaluation is the technique in which supervisor provide ongoing feedback
top researcher so that individual can improve their errors. On other hand in the summative
evaluation technique evaluation is being done at the end of the study. It is measured against
the standards.
Qualitative and quantitative are two main types of researches. In the quantitative study
scholar takes support of numbers and use statistics so that accurate results can be generated.
On other hand in the qualitative investigation scholar uses theories and model to develop
understadning and findings results. Current investigation is based on mixed approach.

Researcher has used mean, mode, media, percentage to find out the satisfaction level of
traversal for Easyjet. But researcher has also applied theories and models as well.
Research philosophy
It is another main element of research methodology. In the current investigation
scholar has applied interpretivism philosophy. Individual has involved human being in the
investigation in order to get their view point about the services ad products of Easyjet. This
has supported in gaining actual satisfaction level of customers to wards the firm.
Research design
In the designing section researcher has applied descriptive research design. It is
applied in the qualitative type of investigation. It has supported in gathering information
about subject matter.
Sampling
In the current research, scholar has selected 25 respondents those who are frequent
flyer of the Easyjet. They are the accurate persons those who can give detail about products
and services of the airline and their satisfaction level.
Scientifica experimnetal model is the evaluation technique in which researcher uses
scientific tools to get accurate and authentic results. On other hand management oriented
system is another technique of evaluation. In this scholar takes support of PERT, CPM etc.
models for evaluating the study.
In the present report researcher has applied Kano model. By this way scholar has
become able to measure satisfaction level of customers of Easyjet and factors that influence
their satisfaction level.
3.2 Interpretation and analysis of results
Theme 1: Length of using services of Easyjet
Less than 1 year 2 8%
2-3 year 15 60%
3-5 year 5 20%
More than 5 years 3 12%
Mean 3

Median 6.25
Mode 0
Interpretation: From the above discussion it is analysed that maximum respondents are using
services of the company between 2-3 years. That shows that they have great experience about
its products and services and they can give good information about it.
Theme 2: Rating for factors related with buying ticket process
(1= very good and 5 =poor)
Factors 1 2 3 4 5 Mean Mode Median
Ease to
access
9 8 3 4 1 5 0 4
Adequat
e
informat
ion
available
8 7 5 3 2 5 0 5
Online
staff
assistanc
e
2 5 7 8 3 5 0 5
Easy
payment
8 7 5 3 2 5 0 5

process
Interpretation: From the above discussion it is analysed that Easyjet is offering great details to
consumers through its website and its payment system is easy. That is the main reason that
people are taking interest in its flights. They get small information by accessing to its website
easily.
Theme 3: Rate the baggage policies of the Easyject?
Factors 1 2 3 4 5 Mean Mode Median
Pricing 9 8 3 4 1 5 0 4
Baggage
handing
8 7 5 3 2 5 0 5
Baggage
tracking
8 7 5 3 2 5 0 5

Interpretation: From the discussion it is analysed that maximum respondents are satisfied
with Baggage tracking, Baggage handing of the Easyjet. That is why people are taking
interest in its services.
Theme 4: Give rank to inflight services of Easyjet?
Satisfied 9 36%
Highly satisfied 7 28%
Dissatisfied 5 20%
Highly dissatisfied 4 16%
Mean 6.25
Median 6
Mode 0

Interpretation: From the above discussion it is analysed that maximum people have viewed
that they are satisfied with inflight services of the Easyjet. Cited firm has adequate process
that helps consumers in easy travel.
Theme 5: Satisfaction level for online customer service of Easyject
Satisfied 8 32%
Highly satisfied 7 28%
Dissatisfied 6 24%
Highly dissatisfied 4 16%
Mean 6.25
Median 6.5
Mode 0

Interpretation: From the above discussion it is found that customer online services of the
organization is satisfactory and company is giving immediate response to consumers those
who are using online service of the firm.
Theme 6: follow cost leadership strategy to satisfy new customer groups
Yes 17 68%
No 8 32%
Mean 6.25
Median 4
Mode 0

Interpretation: From the above discussion it is found that cost leadership is beneficial, it can
support the firm in gaining high revenues and gaining loyalty of travellers effectively.
Theme 6: Factors that Easy Jet can manage customer satisfaction
Provide more information on
website
12 48%
Improve inflight services 9 36%
Others 4 16%
Mean 6.25
Median 6.5
Mode 0

Interpretation: From the above discussion it is found that company needs to provide more in-
depth detail about its products and services on its website. This will help in attracting new
travellers and gaining their attention as well.
3.3 Recommendations according to findings
● Easyjet should provide attractive discount and reward point on their travel booking.
This can help in attracting new buyers and gaining their attention. By this way entity
will be able to enhance satisfaction level of consumers.
● Easyjet should improve inflight services of the company and should pay more
attention on customers. If they are getting easy travel and comfortable travel then they
will be more satisfied.
Task 4 Presentation of research outcomes (Refer to attached poster presentation)

4.1 Outcomes of research
Customer satisfaction
Aim
The aim of the study is to
provide satisfaction to the
customers of the venture
Easyjet. The study helps in
understanding the factors,
which help to provide
customers satisfaction in the
contemporary era. The study
tries to improve the
conception of the learners
related to the customer
satisfaction. It also provides
the idea based on which, the
business ventures try to
satisfy their customers.
Objectives
 To interpret the
perception of
customer satisfaction
for running the
Easyjet in the
appropriate way
 To identify the factors
that can influence
customer satisfaction
for Easyjet
 To understand the
necessity of customer
satisfaction in the
organisation of
Research Methodology
Current investigation is based
on mixed approach.
Researcher has used mean,
mode, media, percentage to
find out the satisfaction level
of traversal for Easyjet. But
researcher has also applied
theories and models as well.
In the current investigation
scholar has applied
interpretivism philosophy.
Individual has involved
human being in the
investigation in order to get
their view point about the
services ad products of
Easyjet. This has supported in
gaining actual satisfaction
level of customers to wards
the firm. In the current
research, scholar has selected
25 respondents those who are
frequent flyer of the Easyjet.
Results
Easyjet is offering great
details to consumers through
its website and its payment
system is easy. That is the
main reason that people are
taking interest in its flights.
They get small information
by accessing to its website
easily. company needs to
provide more in-depth detail
about its products and
services on its website. This
will help in attracting new
travellers and gaining their
attention as well.

Easyjet
 To provide
recommendations on
customer satisfaction
to Easyjet.
Research Questions
 What are the
perception of
customer satisfaction
for running in the
appropriate way?
 What factors can
influence customer
satisfaction in the
Easyjet?
 Why there is
necessity of customer
satisfaction in the
organisation of
Easyjet?

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