Identification of influential factors for customer satisfaction in airline industry

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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