Identification of influential factors for customer satisfaction in airline industry

This research project aims to identify the influential factors that contribute to customer satisfaction in the airline industry, with a focus on Ryanair. The study will assess various factors that impact customer satisfaction and develop a framework for gaining a competitive advantage.

REASERACH PROJECT
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Table of Contents
INTRODUCTION ...............................................................................................................................3
TASK 1.................................................................................................................................................3
1.1 Aim, objectives and literature review .......................................................................................3
1.2 Factors that contributed for selection of research study ...........................................................4
1.3 Critical review of key references about customer satisfaction and influential factors on
customer satisfaction .......................................................................................................................4
1.4 Research project specification with Ryanair .............................................................................7
1.5 Planning for carrying out research study...................................................................................8
TASK 2 ................................................................................................................................................9
2.1 Matching of resources ...............................................................................................................9
2.2 Questionnaire...........................................................................................................................10
2.3 Collection of data ....................................................................................................................12
TASK 3 ..............................................................................................................................................14
3.1 Research evaluation technique ................................................................................................14
3.2 Interpretation and analysing of result .....................................................................................15
3.3 Recommendations ...................................................................................................................18
TASK 4 poster ...................................................................................................................................19
TASK 4 HAS BEEN COMPLETED IN POSTERS .....................................................................19
CONCLUSION .................................................................................................................................19
REFERENCES...................................................................................................................................20
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Topic :- Identification of influential factors that aid in
making satisfaction level of consumers.
INTRODUCTION
Customers are most significant stakeholders that supports for rendering financial revenues to
enterprise by purchasing products and services that are offered by the entity. It is critical that needs
of buyers should be properly identified and on the basis of that goods and other services should be
developed. Customer satisfaction level provides a idea about how commodities and services offered
by entity are meeting the expectation level of buyers. External and internal factors gives influence
on the contend level of consumers and on the basis of that growth and success of the entity is
determined. Present reasearch is conducted for assessing about various gfactors that gives influence
on the satisfaction of purchasers in market.
TASK 1
1.1 Aim, objectives and literature review
Aim :- Major objective of researcher in the present study is to assess diverse factors that influence
the satisfaction level of customers of Ryanair.
Objective :- Researcher have developed some objectives on the basis of aim that will assist in
carrying out the present study work. Major objectives of present research are as follows:-
 To develop a effective framework that supports in gaining competitive advantage over other
rival business firms.
 To develop understanding about consumer satisfaction.
 To identify significance of consumer satisfaction in airline industry.
 To assess different factors that gives impact on satisfaction level of consumers in airline
sector.
LITERATURE REVIEW
According to Bell, (2014) has mentioned that airline industry is facing tough challenges due
to increasing competition in airline industry. It is assertive that needs of consumers should be
satisfied for ensuring growth and success of the business. Moreover it supports in gaining
sustainable development of business. Service quality delivered to the clients play a crucial role in
satisfying needs and expectations of consumer. Smith, (2015) described that price is one more
significant factor that gives influence on overall satisfaction level of consumer and reasonable price
services offered to the airline industry supports in gaining more consumers for the business.
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Tourism activities, global trade and international expansion of business are some significant
activities that affect operational activities of the Airline industry. Consumer loyalty increases and
more number of clients are added in the business.
Competition is increasing in the airline industry and due to that it has become vital that
superior quality facilities should be rendered to clients of business. However McNiff, (2016) has
mentioned that it is requirement that proper assessment should be conducted for identifying needs
and preferences of customers. It will aid in delivering effective services to clients in airline industry.
It is vital that service quality should be given more focus and attention so that better amenities
should be provided to clients of business. Furthermore advancements happening in technical sector
also supports in improving the level of services that are provided to the consumers. Airline industry
offers huge business opportunities and due to that it is critical that advantage of this chance should
be taken for ensuring growth and success of the business.
1.2 Factors that contributed for selection of research study
There are diverse range of factors that gives influences and also contributes in research
project selection. The topic selected for the present study id to identify various factors that gives
impact on satisfaction level of consumers in airline industry. The reason for selecting this topic is
assess diverse elements that gives impact on working of the airline sector. There are huge
opportunities available in airline industry due to increasing global trade and tourism activities. It is
assertive that clients of business should be contented and satisfied with the facilities and amenities
rendered to them. Customer satisfaction level also gives impact on the overall success of business.
Satisfied consumers aids in gaining brand loyalty for the corporation and positive word of mouth
aids in adding more consumers in enterprise. Market share and position of business can be enhanced
by rendering effective amenities to consumers. Effective strategies can be formed for business that
supports in increasing profitability of business running operational activities in effective mode.
Action plans formulated in systematic and organized mode aids in gaining competitive advantage
for the organization. Identification of diverse factors that gives impact on satisfaction level of
consumers and it will aid in making modifications in existing facilities provided by business.
1.3 Critical review of key references about customer satisfaction and influential factors on customer
satisfaction
Literature review is defined published paper on a specific topic which describes detail
information and knowledge on the topic selected. New insights on a particular topic are gained and
understanding is increased through the research paper. It is overview presented by the researcher on
a selected topic chosen for carrying out the study. Diverse range of sources including books,
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journals, websites and articles published on internet are used while writing literature review. The
major objective behind writing literature review is to explain relationship among various arguments
and details that have been mentioned in the study. In addition to this new methods are identified and
used for interpreting and presenting the results of previous research conducted by different authors.
Negative and positive aspects of a particular topic are analysed for doing better and effective
interpretation of knowledge collected. Themes are made in the literature review by researcher for
assessing various aspects of consumer satisfaction. Themes selected by researcher are as
described :-
THEME 1 :- Understanding concept of consumer satisfaction
As per view point of Ryu, Lee and Gon Kim, (2012) customer satisfaction is a significant
term that supports in identifying performance of business for meeting the needs of consumers. It
supports enterprises in identifying their weak performing areas and making improvements in
existing process and activities for meeting the needs of consumers. Saeidi, Sofian and Saaeidi,
(2015) has mentioned that if clients of firms are satisfied with amenities renders to them than it aids
in gaining consumer loyalty and gaining brand recognition. Consumer satisfaction is a measure that
aids in evaluating whether services and commodities provided by business meets the requirements
of consumers. Intention and choice of clients for reusing the facilities and goods can be identified
and on the basis of that services can be developed in effective mode.
Lifetime value of customers can be gained and loyalty of consumers can be achieved by
providing better and effectual services to them as per their needs. In addition to that it becomes
easier for retaining consumers and more business can be done be providing better services to
existing clients of business. Torres and Kline, (2013) Has described that Customer satisfaction for
provides indicator for measuring performance of business against a set criteria. If clients are
satisfied than it shows that business is meeting with the needs raised by them. Moreover a contented
and happy consumer is more likely to use facilities and amenities provided by business. Moreover
airline industry is facing tough competition due to increasing number of rival firms in market. Orel,
and Kara, (2014) however has mentioned that it is a difficult task to assess satisfaction level of
consumers for a particular service and commodity. It is required that a systematic and organized
approach should be adopted for identifying satisfaction level of consumers. Measuring customer
satisfaction also provides a insight for knowing requirement and preferences of services that are
needed by them. Level of consumer satisfaction also provides a point of differentiation in the
market place and formulation of business strategies also becomes easier. In addition to this it is
assertive to use appropriate measures for identifying customer satisfaction level. Online and offline
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survey conducted in market aids in knowing satisfaction level of consumers. Customer satisfaction
level is degree up-to which a company meets needs of its business clients. Wirtz, (2015) has
mentioned that attributes and features of services provided in a service determine its quality. In
airline industry there are various types of element which are included for measuring satisfaction
level of clients.
THEME2 To identify significance of consumer satisfaction in airline industry.
Airline industry is service based industry and it is vital that needs of the consumers should
be fulfilled. Wu (2013) has mentioned that customers have high expectations when they avail
services in airline industry. There are various parameters on the basis of which level of consumer
satisfaction can be assessed. While measuring consumer satisfaction level quality of service
provided, availability of consumer service representatives, timely delivery of services are some
significant factors that are considered while knowing satisfaction level of consumer. Homburg,
Allmann and Klarmann, (2014) has mentioned that in service provider industries consumer
satisfaction play a vary crucial role. It is vary necessary to provide superior quality services to
clients of business for gaining competitive advantage for the enterprise. Service quality delivered
and customer satisfaction are interrelated to each other.
Aviation industry provide assistance in travelling different destinations of world by spending
a minimum amount of time on travelling. This industry offer huge opportunities for gaining success
and growth. Due to attractive business growth offered by this industry large number of firms are
trying to start their operations in airline industry. Palmer,Palmer and Bejou, (2016) has described
that competition has increased in the airline sector and it is critical that expectation of clients should
be met for gaining competitive advantage for business. It is a tough and challenging task for
meeting the demands of consumers in airline industry. Innovations and advancements happening in
airline industry and due to it regular modifications are done by competitor firms in their existing
facilities for rendering more better services to consumers.
Steven, Dong and Dresner, (2012) has described that if companies working in service sector
wants more success and growth than they needs to make modifications in their existing service
levels. It is a challenging task for meeting the expectation level of consumers and there is need for
making investments for analysing requirements of clients. There are various risks associated while
travelling in aviation sector and it is required that safety and protections should be provided to
clients. Satisfaction level of consumers increases and it also supports in enhancing loyalty of
consumer toward a specific product and service. Evaluating satisfaction level of consumer supports
in making improvements in weak performing areas and rendering superior class services to business
clients. Large number of competitor firms are offering services and due to it consumers have many
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options to select their service provider. Oliver, (2014) has explained that majority of companies
rendering services in airline sector are regularly making modifications and improvements in their
existing services for providing better satisfaction level to the consumers. It has become necessary
for identifying satisfaction level of clients that are using services in airline industry. It works as
indicator that aid in measuring gratifications of customers. Aviation industry supports in increasing
revenues and profitability of the nation. Outstanding services offered by an enterprise will aid in
increasing consumer base for selling services of the organization.
THEME3 To assess different factors that gives impact on satisfaction level of consumers in
airline sector
There are diverse range of factors that gives influences on satisfaction level of consumers in
airline industry. Consumers have many expectations when they avail services from airline industry
and due to that it is required to analyse satisfaction level of consumers. Prices of the services is one
most significant factor that gives impact on working of aviation sector. Namukasa (2013) has
described that there some consumers prefer to enjoy superior quality aviation experience.
Reasonable quality services that are offered by some companies aid in attracting consumers
belonging from medium economic class and lower income groups. In addition to this attractive
discounts and offers given by companies supports in selling services to large number of consumers
irrespective of their income groups. Many airline companies gives travel discounts to people and it
aid in enhancing consumer base of the organization. Chow (2014) has described that quality of
service offered by the airline industry is also a significant factor that gives influence on satisfaction
level of consumers in airline industry.
However on a critical note Haumann and Rese, (2014) has mentioned that it is not required
that it is vital to consider impact of all the strategies while making action plans of business. In
addition to this consumers representatives of business also are a significant factor that gives impact
on satisfaction level of clients in business. If proper information and knowledge will be provided by
customer representatives than it will aid in developing effective relations with clients of business.
Skills and capabilities of customers are also a significant element that gives influence on overall
satisfaction level of consumers in aviation industry. If employees will be talented and suitable than
it will become easier to render effective services to clients of business. Support given by top
management of an organization is also a significant element that impacts the overall operational
activities of the corporation. If appropriate strategies and policies will be formed by top
management than it will aid in running operational activities of the enterprise in successful mode. It
becomes easier to deliver better services to clients and customer satisfaction level of the enterprise
also gets improved. Price of services, quality of services, discount and offers given on services and
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capabilities and skills of individual are some significant factors that gives impact on customer
satisfaction level of airline industry.
1.4 Research project specification with Ryanair
REASERCH APPROACH :- In the present research study inductive approach has been used by
researcher for carrying out the present study (Swaminathan and Thomaz, 2014). This approach is
used for defining qualitative solution for a problem. In this method observation is done and on the
basis of that new outcomes and results are achieved. Inductive approach aids in presenting the
outcomes in transparent manner and effectively.
REASERCH PHILOSOPHY :- Research philosophy defines about the ways that are adopted for
collecting data and information, analysing and evaluating all the data is done. In this present case
study interpretivism philosophies are used by researcher for carrying out the present case study.
REASERACH DESIGN :- it is vital that effective research design should be chosen for doing
selection of appropriate research design. In the present case with the objective to assess influence of
various factors that affects the customer satisfaction in airline industry (Limpanitgul and
Lertthaitrakul, 2013). In the present research study descriptive research design has been used by
scholar for finding the required outcome from the present case.
REASERCH TYPE :- this research study has been concluded in qualitative point of view and as
researcher has analysed theories and knowledge given by various scholars in their study. In
quantitative data analysis use of mathematical tools is taken for completing the research study and
gaining required outcomes. Researcher has done observation of theories and information and found
a conclusion for it.
DATA COLLECTION :- While conducting research data is most significant element that supports
in gaining required outcomes. It is critical that data should be collected from authentic and reliable
sources so that appropriate and required outcomes can be gained. There are various methods for
collecting data and it includes primary data collection and secondary data collection procedures
(Hur, Moon and Jun, J2013). In primary data collection method interview, survey, focus group and
observation methods are used. Secondary data is taken from sources including government sites.
Magazines and other sources. It is the data which is already been collected by someone else for
carrying out research on a specific topic.
SAMPLING :- there are two types of sampling methods which are used for collecting data. In the
present research study sample of 20 UK CBC students have been taken for collecting data and
information. Non probabilistic sampling method has been used in the present case study for doing
sampling.
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DATA ANALYSIS :- There are different types of data analysis techniques that are used for doing
analysis of data that has been used in the research study. In the present case study the technique
which is used by researcher is thematic perception test technique. In this method use of graphs and
charts will be taken for analysing the data and information.
1.5 Planning for carrying out research study
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Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Research topic selection
Preparation of research proposal in
systematic manner
Deciding aims and objectives
Conducting literature review for
prepare thesis
Research methodology preparation
Primary data collection
Organising data in a structured
format
Data analysis
Finding outcomes and giving
recommendations
Submission of final project
Doing required modifications on the
basis of feedback provided
Submission of final project
TASK 2
2.1 Matching of resources
It is necessary to conduct study in a way that it will provide accurate and reliable results. In
order to make study effective, different resources are there, lack of availability or insufficiency of
which may lead to inaccurate of wrong results. Among all resources, time plays the most significant
role as researcher requires adequate time to accomplish the aim of study. As he has to collect
information from both primary and secondary sources, it consumes enough time (Hassan, 2010).
So, if scholar will have lack of this resource, gathering complete important information would not
be possible and accuracy of results may get affected.
Apart from that, information is another resource which should also be there with researcher in
sufficient amount as lack of obtainability of this will create issue for making accurate conclusion.
As per the present study, to assess the influential factors that help in maintaining and increasing the
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satisfaction level of customers in Ryanair, scholar is required to have adequate information. As
some websites are not allowed to get accessed without making specific payment, it may serve as a
hindrance for researcher to make accurate results (Jackson, 2010). It may be possible that the site
might have some important information based on the topic of study.
This is the reason, third and utmost important resource is finance. If funds in sufficient quality will
be present with the researcher, he can have access of those websites and gain information from the
same. Thus, it can be said that all these three resources, that is, time, money and information proves
to be highly necessary in order to accomplish the objectives of research (Mohana, 2010).
There is a direct relationship in between resources and research questions as with the help of these
resources only, questions framed in study can be answered. In case if there will be lack of
availability of these resources then achieving the answers of research questions would not be
possible. However, it cannot be ignored that questionnaire is also an important resource through
which final aim of study is fulfilled (Johnson and Christensen, 2010). Apart from that, in secondary
sources, books, journals, online articles and published material also serve as the important resources
to gather data as per the framed research questions.
2.2 Questionnaire
For the purpose of gathering information for the first time, that is, primary data, tool of
questionnaire has been used by the researcher which he has developed in a well-designed manner. It
is designed for the identification of influential factors that help in increasing the satisfaction level of
customers of Ryanair. This questionnaire will help in assessing all factors through which customers
of Ryanair can be retained in the long run by making them highly satisfied with the services offered.
With the help of this tool, perception and attitude of customers towards Ryanair can be known in an
effectual manner (Whitman and Mattord, 2011). Every question in this questionnaire is included by
keeping in mind the specific aim and all research objectives of study.
QUESTIONNAIRE
Descriptive information
Name:
Age:
Gender:
1. With what frequency, do you use the services of Ryanair?
Often 
Very often 
Never 
2. How to you perceive about the quality of services offered by Ryanair airline?
Good 
Slightly good 
Neither good nor bad 
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Slightly bad 
Bad 
3. In your opinion, which factor is mostly considered by you at the time of making selection of
airlines?
Price 
Quality of the services 
Customer relationship management 
Complementary services 
Timeliness 
4. As per your past experience, do you prefer to use the services offered by Ryanair again?
Definitely 
Probably will 
Might or might not be 
Likely will not 
5. How do you hesitate to purchase the services of Ryanair?
Not at all hesitate 
Slightly hesitate 
Moderately hesitate 
Very hesitate 
Extremely hesitate 
6. While making selection of the airline for travelling, which company clicks in your mind for the
first time?
Ryanair 
EasyJet 
British Airways 
Virgin Atlantics 
7. What is your perception towards the services offered by Ryanair airline?
Positive 
Somewhat positive 
Neutral 
Somewhat negative 
Negative 
8. What persuade you to buy the products and services given by Ryanair?
Advertisement 
Friends or family’s recommendation 
Social media 
Others 
9. Ryanair offers value for what you spend on purchasing its services.
Agree 
Somewhat agree 
Neutral 
Disagree 
Somewhat disagree 
10. Ryanair is a trustworthy brand to buy its offered products and services.
Agree 
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Somewhat agree 
Neutral 
Disagree 
Somewhat disagree 
11. Will you suggest the services offered by Ryanair to your relatives, family members or friends?
Yes 
No 
12. In your opinion, does customer service of Ryanair is satisfactory and it resolves all your issues?
Satisfactory 
Highly satisfactory 
Neutral 
Dissatisfactory 
Highly dissatisfactory 
13. Your recommendations for improvement in services of Ryanair_________________________
2.3 Collection of data
Quality of services
offered by Ryanair is
perceived to be good.
No. of
respondent
s
Good 8
Slightly good 4
Neither good nor bad 2
Slightly bad 5
Bad 1
Quality of services is
mainly considered at the
time of making selection
of airlines.
No. of
respondent
s
Price 5
Quality of the services 7
Customer relationship
management 4
Complementary services 2
Timeliness 2
Definitely the services
offered by Ryanair will
be used again.
No. of
respondent
s
Definitely 9
Probably will 6
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Might or might not be 3
Likely will not 2
EasyJet comes in the
mind for the first time
while making selection of
airline.
No. of
respondent
s
Ryanair 5
EasyJet 8
British Airways 5
Virgin Atlantics 2
Perception of students
towards the services
offered by Ryanair
airline is positive.
No. of
respondent
s
Positive 7
Somewhat positive 5
Neutral 2
Somewhat negative 4
Negative 2
Social media plays the
most important role in
persuading customers to
buy services of Ryanair.
No. of
respondent
s
Advertisement 4
Friends or family’s
recommendation 5
Social media 8
Others 3
Ryanair offers value for
what is spent on
purchasing its services.
No. of
respondent
s
Agree 7
Somewhat agree 5
Neutral 2
Disagree 4
Somewhat disagree 2
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Ryanair is a trustworthy
brand to buy its offered
products and services.
No. of
respondent
s
Agree 8
Somewhat agree 4
Neutral 3
Disagree 3
Somewhat disagree 2
Customer service of
Ryanair is satisfactory
and it resolves all issues.
No. of
respondent
s
Satisfactory 7
Highly satisfactory 6
Neutral 2
Dissatisfactory 3
Highly dissatisfactory 2
The information shown above is the responses gained from students of UKCBC with the
help of which it has become possible for the researcher to reach at ultimate aim and objectives of
study. Apart from that, it has also provided information about preferences of customers for Ryanair
towards other competitor firms. In addition to this, data about influential factors that helps in
increasing the satisfaction level of customers is gained from these responses (Daniel and Sam,
2011). Therefore, primary information is effectually gathered by the researcher through
questionnaire which serves as the base of study. In this questionnaire, scholar has given his main
emphasis on the factors with the help of which satisfaction level of customers of Ryanair can be
maintained as well as enhanced. This study will help the airline to retain its customers in the long
run by understanding the factors and working on the same so as to increase the level of satisfaction
of its target market audience. It can be assessed that through this questionnaire, researcher has
gained reliable and authentic information about the aim of study by which set objectives of research
can be easily achieved (Fiegen, 2010). Therefore, it can be said that recording and collating of data
has taken place in an effectual manner with the help of this questionnaire.
TASK 3
3.1 Research evaluation technique
For answering all framed research questions, there are specific research evaluation
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techniques with the help of which, it can be made possible. Majorly, two techniques are there by
which evaluation for study can be made. These are formative and summative which are used
depending on the nature of study. Under the formative research evaluation technique, assessment is
made with an aim to provide information through which if modification will be required, it can be
made in the best possible manner (Flick, 2011). Generally, when new programs are to be
introduced, formative research evaluation technique plays the most crucial role. However, it also
helps in monitoring the present programs.
On the other hand, under summative technique of making assessment of study, evaluation is done at
the end of operating cycle. Under the same, overall findings are gained which justify that whether
the present program should be carried out by the scholar or not. Depending on the nature of present
study, formative research evaluation technique will be used as the topic is new which has been
researcher only a very few times. Thus, it can be said that the area of study, that is, assessing the
influential factors for making customer satisfaction is Ryanair is new (Hassan, 2010). Therefore,
with the help of this evaluation technique, main stress has been given on the factors that lead to
customer satisfaction in cited airline and it has been assessed that whether the study is being carried
out in the pre-planned manner or not.
On the contrary, summative research evaluation technique cannot be used by the researcher as
depending on the topic of research, it is not possible to gain results at the end of operating cycle.
However, formative method has proved that whether the set objectives have been attained by
researcher or not (Jackson, 2010).
3.2 Interpretation and analysing of result
Theme 1: Quality of services offered by Ryanair is perceived to be good.
Interpretation:
From the above figure, it can be concluded that maximum respondents, that is, 8 students out of 20
perceive that quality of services offered by Ryanair is good. However, as per 4 respondents, it is
slightly good. Apart from that, 2 students say that it is neither good nor bad as they are not sure
about the same. However, as per 5 respondents, it is slightly bad and they are not satisfied with the
offered services by this airline. Furthermore, 1 student is there according to whom quality of
services of Ryanair is completely bad. Thus, it can be said that Ryanair is having the advantage that
customer perception towards the firm is good. So, by keeping the quality of services high, it can
retain them in the long run and sustain in the market for longer duration.
Theme 2: Quality of services is mainly considered at the time of making selection of airlines.
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Interpretation:
Figure above shows that, according to maximum respondents, that is, 7 students of UKCBC are in
favor that quality of services is the main basis that is being considered at the time of making
selection of airlines. However, according to 5 students, it is the price as pert which airline is
selected. 4 respondents from the selected sample say that customer relationship management or
organization justifies whether to purchase its services or not. On the other hand, 2 were in favor of
complementary services while, remaining 2 were in favor of timeliness of services. Therefore, it can
be assessed that quality of services is the factor that airline firms should keep in mind as if they will
compromise on this part, it may lead them to face consequences like reduced profits and revenues
along with decreased customer base and thus, the goodwill of firm will also get hampered. So,
Ryanair should also give its major emphasis on quality of services offered.
Theme 3: Definitely the services offered by Ryanair will be used again.
Interpretation:
In accordance with the above mentioned graph, maximum respondents from the selected sample,
that is, 9 students, customers that have used the services of Ryanair once will definitely use it again.
Whereas, 6 of them say that customers will probably use the services again however, they are not
100% sure. However, as per 3 respondents, customers might or might not use the services offered
by Ryanair again. As per remaining two, they will likely not use the same. Therefore, it can be said
that services offered by Ryanair are satisfying the needs, demands and expectations of customers in
an effectual way. If Ryanair wants to stay in the competition in the long run, it will have to maintain
the quality of products and services offered. So, it can be assessed that to sustain with consistency, it
has to keep on taking initiatives.
Theme 4: EasyJet comes in the mind for the first time while making selection of airline.
Interpretation:
As per the graph above, maximum respondents say that when they think about making selection of
the airline, the first firm that comes in their mind is EasyJet. However, according to 5 students, it is
Ryanair that comes first in the minds of customers when they have to make selection among
airlines. Whereas, other 5 respondents think that it is British Airways. But, as per remaining 2 of
them, Virgin Atlantics of the airline that comes in minds of customers for the first time they think
about selecting airlines. Thus, it can be critically assessed that Ryanair has to make some efforts so
that it can come in the leading position in UK aviation industry as still, Easyjet comes in the mods
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of customers first than any other airline. It is giving tough competition to Ryanair and this is the
reason; if this airline will not make any differentiated efforts then EasyJet may capture its customer
base and market share.
Theme 5: Perception of students towards the services offered by Ryanair airline is positive.
Interpretation:
The above figure shows that perception of clients towards services offered by Ryanair is positive as
maximum respondents from the selected sample are in favour of the same. 5 among them say that it
might be somewhat positive. However, 2 students say that the perception might or might not be
positive as they are neutral for the same. But, as per 4 students, they think that perception of
customers is somewhat negative as well as according to 2, it is completely negative. It can be
critically evaluated from the results gained that perception and attitude of customers towards
services offered by Ryanair is positive. It shows that airline is satisfying the target market
effectually. However, to beat the competition, it has to maintain the quality of services as well as
need to bring some innovation that no other competitor firm has brought till now. It will help in
grabbing higher market share as well as the customer base.
Theme 6: Social media plays the most important role in persuading customers to buy services
of Ryanair.
Interpretation:
In accordance with the above figure, maximum respondents, that is, 8 people from the selected
sample say that social media plays the most important role by which customers can be persuaded
purchase the services of Ryanair. However, as per 5 respondents, it is the source of friends and
family that influence to buy the services of Ryanair. According to 4 students, advertisement proves
to be effective for making customers persuaded for buying. While, as per the remaining 3, there are
other factors that influence customers to make purchase. Therefore, it can be said that with making
effective use of social media, Ryanair can grab the attention of more customers through bringing
different features. It will help in earning higher profits as well as brand value will also get raised.
Theme 7: Ryanair offers value for what is spent on purchasing its services.
Interpretation:
Above graph shows that Ryanair offers high value for what is spent on purchasing its services as
maximum respondents are in favour of the same, that is, 7 students. Whereas, 5 are somewhat agree
and 2 are neutral for the statement. However, 4 people from the selected sample are disagreeing
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with the same as well as 2 are also somewhat disagreeing that customers get the value in return for
what they spend on purchasing the services of Ryanair. Thus, it can be critically assessed that
Ryanair is offering high value to the customers in return for what they have spent for availing the
services offered. So, it is making the customers satisfied that will help in retaining them in the long
run and gaining a competitive edge over other firms in the UK aviation sector.
Theme 8: Ryanair is a trustworthy brand to buy its offered products and services.
Interpretation:
Graph shown above is reflecting that Ryanair is a trustworthy brand by which without any worry, its
offered products and services can be purchased as per the response gained from 8 students from the
selected sample size of 20. Also, 4 others are somewhat agreeing with the same. On the contrary, 3
are neutral with the statement as they are not sure for the same. However, 3 respondents are
disagreeing with the statement as well as remaining 2 are also somewhat disagreeing. It can be
critically assessed from the responses gained that Ryanair is a trustworthy brand and customers are
using its services without having any worries and risk. They are getting superior services and high
value in return for what they are spending.
Theme 9: Customer service of Ryanair is satisfactory and it resolves all issues.
Interpretation:
In accordance with the above graph, the responses gained from maximum students from the
selected sample, that is, 7 respondents, customer service of Ryanair is satisfactory as well as it plays
a vital role in resolving the issues of target users. According to 6 respondents, customer services
offered by Ryanair is highly satisfactory. However, 2 people of the selected sample are neutral with
the statement as they cannot give surety for the same. On the other hand, as per 3 respondents,
customer services offered by this airline are dissatisfactory as well as remaining 2 people from the
selected sample say that it is highly dissatisfactory. Therefore, it can be evaluated that customers of
Ryanair are highly satisfied and if firm will keep on satisfying them with rendering superior quality
services, it will lead to retain them in the long run with earning attractive profits and market share.
3.3 Recommendations
 Ryanair enterprise can take significant initiatives for making modifications and
improvements in their existing services for providing services to clients. Company can
design attractive discount schemes and offers for attracting consumers towards services
offered by the enterprise. It will aid in satisfying needs of price conscious customers and
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people belonging from lower and middle income age group will also become capable for
using the airline services offered by the enterprise. Inj addition to this seasonal discounted
schemes can also be launched where different types of tourism schemes can be offered to the
clients of business.
 Training and development programs can be organized for the staff members of the
organization in which they can be imparted required skills and capabilities that are needed
for fulfilling the required task in efficient mode. Ryanair firms deals in a service based
industry and it is required that customers should be provided proper support and assistance.
It is assertive that customer service executives of business should properly make interaction
with the clients so that required knowledge and information should be provided to clients of
business. Training need analysis can be conducted for assessing requirement of skills and
capabilities in staff members. It will aid in identifying required skills and capabilities in staff
members. Proper communication skills can be imparted to staff members by organizing
training program for them. Customer service executives of the enterprise will become
capable for making appropriate interaction with the staff members.
 Use of social networking sites such as Facebook, Twitteer and Youtube can be taken for
taking feedback from the consumers. It will aid in assessing satisfaction level of consumers
and required modifications can be made in the existing services of the enterprise as per the
requirements of consumers. Social networking sites offer an effective platform for doing
brand promotions of business and millions of people can be informed about the services
offered by the enterprise. In addition to this business letters can be sent to clients in which
they can be provided information about diverse range of services offered by enterprise. With
business letters feedback form can also be attached in which various questions can be asked
from the consumers.
TASK 4 POSTER
TASK 4 HAS BEEN COMPLETED IN POSTERS
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