Research Project on Customer Satisfaction in Ryanair Airlines

RESEARCH PROJECT
1

Table of Contents
INTRODUCTION........................................................................................................................3
LO 1.......................................................................................................................................... 4
1.1 FORMULATION OF AIMS AND OBJECTIVES, LITERATURE REVIEW AND RESOURCE
IMPLICATIONS...................................................................................................................... 4
1.2 FACTORS CONTRIBUTE TO PROCESS OF RESEARCH PROJECT SELECTION..................6
1.3 CRITICAL REVIEW OF KEY REFERENCES AND CUSTOMER SATISFACTION AND
INFLUENTIAL FACTORS ON CUSTOMER SATISFACTION........................................................7
1.4 SECTIONS OF RESEARCH PROJECT................................................................................8
1.5 PLAN AND PROCEDURES FOR THE AGREED RESEARCH SPECIFICATION.........................9
LO2......................................................................................................................................... 11
2.1 MATCHING OF RESOURCES EFFICIENTLY TO RESEARCH QUESTIONS...........................11
2.2 DESIGN OF QUESTIONNAIRE........................................................................................13
2.3 RECORD AND COLLECTION OF DATA FROM PARTICIPANTS.........................................15
LO3......................................................................................................................................... 16
3.1 RESEARCH EVALUATION TECHNIQUES.....................................................................16
3.2 RESULT IN TERMS OF ORIGINAL RESEARCH SPECIFICATION....................................17
3.3 RECOMMENDATIONS AND AREAS FOR FURTHER CONSIDERATION TO ACHIEVE
CUSTOMER SATISFACTION IN RYANAIR.............................................................................20
LO4......................................................................................................................................... 22
POSTER TO PRESENT THE OUTCOME OF THE RESEARCH...................................................22
CONCLUSION.......................................................................................................................... 23
REFERENCES........................................................................................................................... 24
2

INTRODUCTION
The airline industry is one of the most lucrative industries, therefore, many organizations
are entering into this industry. Customer satisfaction is one of the crucial elements for the
successful operation of a company in this industry. Airlines Companies are developing
different strategies to meet the expectation of the passengers. This research probes the
different elements associated with the customer satisfaction.
This research project adopts the case study of Ryanair Limited which is a big name in the
airline industry. Ryanair Limited is one of the leading Irish airline companies. Headquarters
of the company is situated in Dublin, Ireland. The company services over 32 countries of
Africa, Europe and the Middle East.
3

LO 1
1.1 FORMULATION OF AIMS AND OBJECTIVES, LITERATURE REVIEW AND
RESOURCE IMPLICATIONS
It is crucial to formulate an effective research project outline specifications in order to
achieve the desired research outcome. There are a various element which should be
considered are:
AIMS AND OBJECTIVES
The main objective of this report is to determine the degree of customer satisfaction of
Ryanair. This report aims to identify and analyse the different factors associated with the
customer satisfaction at Ryanair (
 To assess the impact of quality and price on the customer satisfaction
 To identify the impact of booking system, food quality, treatment of crew members
and flight comfort on customer satisfaction
LITERATURE REVIEW
According to (Lawton, 2017) Airline industry is one of the fastest growing industries which
reflect significantly on a nation's economy. There are different factors which are influencing
the airline industry to a great extent. Quality and price of the tickets are the factors which
influence significantly on the growth and development of this industry. There are various
airlines companies such as Easy jet and Ryanair which provides low-cost service to attract
the large volume of the tourists. The introduction of budget airlines companies is reflecting
significantly on the number if the travellers but there are various issues and challenges
which are affecting the low-cost airline such as Ryanair (Lawton 2017).
According to (Akamavi et al. 2015 )Customer dissatisfaction is one of the major issues which
can affect the business of low-cost airlines. It is very important for a company to satisfy its
customers as it beneficial for the growth and development of the company. One of the
4

major benefits of the satisfying the customer is that it reflects positively on the sales and
profitability of the company (Akamavi et al. 2015)
(Škare and Gospić, 2015) suggests that Companies are attracting the passengers by
providing cheap tickets to enhance their sales and profitability but customers often
complain that the service of the budget airlines is not up to mark. There are several areas
which are not up to mark and need improvement in order to meet the expectation of the
customers. There are various factors which influence the customer satisfaction which should
be considered by the company in order to fulfil the needs and demand of the customers.
Key factors which influence the customer satisfaction in the airline industry are Assurance,
reliability, responsiveness; tangibility and empathy are the key factors which can influence
the customer satisfaction. Assurance is credibility or the curtsey of the staff members of
Ryanair. It is a factor which depicts that how the staffs treat with the customers and at what
level they can trust the staff members for receiving quality services. Reliability can be
defined by the ability to fulfil the promised task. It is imperative for Ryanair to deliver the
facilities to the passenger by considering its promising of delivering quality service to a
lower cost price. Responsiveness of staff towards customers is an essential ability and
willingness of the staff members of Ryanair to serve the customers. Tangibility and empathy
are the different essential factors which influence the customer satisfaction. It is imperative
for a company to consider all the different factors which can affect the customer satisfaction
and should develop effective strategies in order to meet the need and demands of the
customers.
There are other factors that can influence the customer satisfaction of Ryanair. Booking
system, food quality, treatment of crew members and flight comfort are the key factors
which can influence the customer satisfaction in the airline industry, therefore, it is
important for a company to focus on the improvement of this areas in order to achieve
customer satisfaction (Lawton 2017).
5

6