A Study on the Customer Satisfaction Level of Ryanair Airlines
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Added on 2020-06-05
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The low-cost airline, customer behaviour, Ryanair Airlines TASK 1 6 1.1 Research Formulate and record possible research outline 6 1.1.1 Introduction 6 1.1.2 Aims 6 1.1.3 Objectives 6 1.1.4 Research question 7 1.2 Rationale 7 1.2.1 Scope 7 1.2.2 Research project selection factors 7 1.3 Literature review 8 1.3.1 Customer satisfaction 8 1.3.2 Kano Model 8 1.4 Research methodology 9 1.4.1 Research philosophy 10 1.4.2 Research approach 10 1.4.3 Research design 10 1.4.5 Data collection 11
A Study on the Customer Satisfaction Level of Ryanair Airlines
Added on 2020-06-05
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UniversityRESEARCH PROJECTStudent NameLecturer NamePage 1 of 35
AbstractPurpose The thrust of the research study is to examine the satisfaction level of customers byaccessing Ryanair’s airline services. Background In current competitive world, companies require to provide client-focused services totheir customers so as to satisfy them and promote loyalty. Company with a strongly satisfiedcustomer base is able to successfully compete with the rivalries. Thus, the current researchwill investigate the significance of customer satisfaction for British Airline Sector withparticular focus on Ryanair. Literature reviewFlick (2015), customer satisfaction is the major elements that need to be considered inthe Airlines industry at the time of implementing of services among the consumers. On thecontrary note, Baker, (2014) demonstrated that organization needs to meet the demand ofpassengers by providing customer-centred services so as to exceed their expectations andboost loyalty. Research design:The present research study had undertaken following primary research wherein data iscollected through surveying 50 UKCBC student through questionnaire to know theirsatisfaction level with Ryanair’s service usage. It is analyzed through creation of themes andgraphical presentation. The study was based on interpretivism paradigm, inductive reasoningand analytical research design. FindingsThe findings of the study concluded that although customers are satisfied with itsquality and prices but there are few areas where firm need to improve including food anddrink quality on flight, cleanliness maintenance, long waiting time on Ticket counter andothers. Keywords: Customer satisfaction, Low-cost Airline, customer behaviour, Ryanair Airlines Page 2 of 35
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Table of ContentsTASK 1......................................................................................................................................61.1 Formulate and record possible research outline...............................................................61.1.1 Introduction................................................................................................................61.1.2 Aims...........................................................................................................................61.1.3 Objectives..................................................................................................................61.1.4 Research question......................................................................................................71.2 Rationale...........................................................................................................................71.2.1 Scope..........................................................................................................................71.2.2 Research project selection factors..............................................................................71.3 Literature review...............................................................................................................81.3.1 Customer satisfaction.................................................................................................81.3.2 Kano Model...............................................................................................................81.4 Research methodology.....................................................................................................91.4.1 Research philosophy................................................................................................101.4.2 Research approach...................................................................................................101.4.3 Research design.......................................................................................................101.4.5 Data collection.........................................................................................................111.4.5.1 Research instrument..............................................................................................111.4.5.2 Sampling method and sample size........................................................................111.4.7 Ethical consideration................................................................................................121.5 Plan and procedure.........................................................................................................12TASK 2....................................................................................................................................132.1 Discuss the resources used to carry out the entire research work..................................132.2 Undertaking the research investigation in according to the specification......................132.3 Record the collected data from the participants in the form of table that shows the responses...............................................................................................................................14TASK 3....................................................................................................................................163.1 Using of appropriate research evaluation technique and describe the importance.........233.2 Analysis and interpret the results in terms of original research specification................243.3 Develop the recommendation and justify the areas on the customer satisfaction in Ryanair.................................................................................................................................26Page 4 of 35
TASK 4....................................................................................................................................27CONCLUSION........................................................................................................................27REFERENCE...........................................................................................................................28Appendix.............................................................................................................................................31Kano model......................................................................................................................................31Questionnaire..................................................................................................................................32Page 5 of 35
Customer satisfaction with RyanairTASK 11.1 Formulate and record possible research outline1.1.1 IntroductionCustomer satisfaction is a concept that helps to determine that how well company’sproducts, services and other offerings are exactly in accordance with the actual desire andneed of customers. In the present competitive landscape, none of the entity can successfullysurvive in the market without satisfying their customers; hence, it seems the majorcontributor factors towards business success. Thus, in order to satisfy final users, they requireidentifying what customer need and delivering services accordingly to meet theirexpectations. The satisfaction is the important factors that need to be focused by the organization at thetime of delivering of services or products among the customers. The customer satisfactioncan be best followed by the Kano model. It follows with the five forms of preferences thathelp to satisfy the consumers regarding the airline sectors. The low-cost career helps to meetthe demand of consumers (Abdul et al. 2015).Ryanair is an Irish low-cost airline that is operating in the international as well asdomestic services over 30 countries. Ryanair has also focused on the better services amongthe consumers through the emergent and development in the low-cost airlines. There arenumber of factors that affects customer satisfaction level such as price, service quality, safetyand security aspect, customer complaint resolving system, availability of flight choices acrossdifferent destinations and many others. Current research concentrates on investigating keyfactors that influence customer satisfaction level of Ryanair Airline. 1.1.2 AimsThe main aim of the research project includes meeting the customer satisfaction in theairline's sectors. The company of Ryanair needs to focus on the satisfaction of the consumersthat helps the learner regarding the services. 1.1.3 Objectives1.To develop clear understanding of the concept of customer satisfaction2.To examine various factors that affect customer satisfaction level of Ryanair AirlinesPage 6 of 35
3.To investigate the issues faced by customers while accessing the services offered byRyanair 4.To recommend the best ways to increase the satisfaction level of the final users 1.1.4 Research question1.What is the concept of customer satisfactions? 2. What are the main factors that influence customer satisfaction level of Ryanair?3.What are the key issues or problems that Ryanair’s customer had faced whileusing its services? 4.What are the best ways by which Ryanair can enhance their customer satisfactionlevel? 1.2 RationaleCustomer satisfaction is the most important marketing factors that the all theorganization needs to focus. The customer satisfaction helps to measure the services orproducts supplied by the company to meet the expectation of the consumers. The satisfactionof the consumers depends upon the different number of customers getting the experience onthe services or products to meet the specified goals that is necessary to be investigated. The main reason behind choosing that particular topic is college had provided a list ofseveral topics. Among all, this research problem is found quite interesting that will explorecustomer behaviour, choices and preferences and assess that how service delivery system willaffect their satisfaction level. Thus, scholar had shown interest to investigate numerousfactors affecting customer satisfaction level. Besides this, examining such issue throughgathering primary data set seems easy, as it just requires surveying the customer base ofRyanair with a set of pre-designed questions printed on the questionnaire and know customerperception and reviews to assess that how well they are satisfied with it. 1.2.1 ScopeThe customer satisfaction provides the information regarding the most frequentlycollected indicators to determine the perceptions in a market. The entire customer experiencecan be easily noted down on the framework and helps to focus on the improvement of theservices1.2.2 Research project selection factors●Benefit Measurement Method●Constrained Optimization MethodPage 7 of 35
1.3 Literature reviewAs opined by Flick (2015), customer satisfaction is the major elements that need to beconsidered in the Airlines industry at the time of implementing of services among theconsumers. There lies with the minimum as well as the maximum form of earning of thecustomers. Hence, the airline's sectors need to develop a low-cost career regarding theservices provided to the customers. As referred by Baker, (2014), Kano model helps inimplementing the five forms of preferences that can be suitable for the customers. Theorganization needs to follow this model to meet the demand of passengers. In order to followthe entire satisfaction of consumers, the legal aspects need to be considered by the company(Tckhakaiaet al. 2015). 1.3.1 Customer satisfactionCustomer satisfaction is the most important marketing factors that the all theorganization needs to focus. The customer satisfaction helps to measure the services orproducts supplied by the company to meet the expectation of the consumers. The satisfactionof the consumers depends upon the maximum number of customers getting the experience onthe services or products to meet the specified goals.1.3.2 Kano ModelThe Kano model provides the theory on the development of services and customersatisfaction. This model helps in the classification of five factors based on the preferences ofthe consumers. It includes with must be in the quality, one-dimensional quality, attractivequality, reverse quality and indifferent quality. These five preferences help to meet thedemand of consumers from the service provided by the company (Heloet al. 2017). Page 8 of 35
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