Customer Satisfaction with Ryanair

This assignment focuses on evaluating customer satisfaction with Ryanair. It requires students to analyze various aspects of the airline's services, considering factors like pricing, service quality, brand image, and value-added offerings. Students must also explore the importance of customer satisfaction for Ryanair's success and propose strategies to enhance customer experiences. The assignment includes a demographic questionnaire and prompts for open-ended responses about customer preferences and suggestions for improvement.

Research Project
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TABLE OF CONTENTS
TASK 1.................................................................................................................................................3
1.1 Formulation and recording possible research project outline specifications.............................3
1.2 Factors that contribute to the process of research project..........................................................3
1.3 Critical review of key references...............................................................................................4
1.4 Research project specification...................................................................................................5
1.5 Appropriate plan and procedure for the agree research specification........................................6
TASK 2.................................................................................................................................................7
2.1 Match resources efficiently to the research question.................................................................7
2.2 Undertaking the proposed research investigation in accordance with the agreed specification
and process.......................................................................................................................................7
2.3 Recording and collecting data from participants from the questionnaire..................................8
TASK 3.................................................................................................................................................9
3.1 Using appropriate research evaluation techniques with justifications.......................................9
3.2 Interpretation and analysis the results in terms of original research specifications...................9
3.3 Recommendation and further research areas...........................................................................15
TASK 4...............................................................................................................................................16
4.1 Presentation of outcomes.........................................................................................................16
REFERENCES...................................................................................................................................17
APPENDIX........................................................................................................................................19
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TASK 1
1.1 Formulation and recording possible research project outline specifications
Aims
To critically analyze the importance of customer satisfaction to get success in business: A
study on Ryanair Airline.
Objectives
 To understand the concept of customer satisfaction in the context of business
 To determine the factors that influences the customer satisfaction of service users of Ryanair
 To explore the reasons that shows customer satisfaction of the users is important for Ryanair
 To suggest some strategies by which the customer satisfaction can be improved to make the
business of Ryanair more successful.
Literature review:
Resource implications: For the present research, the researcher will use different resources
such as human resource, finance, time, data collection sources etc (Kriz, Gummesson and Quazi,
2013). The limited available funds in the hand of the investigator will create an implication to carry
out an investigation in appropriate manner. Along with this, the limitation of available time frame
will unable the scholar to complete the study within the pre-decided time duration. On the other
hand, there will some secondary source of information which will not easily access by the
researcher because of some restriction (Kumar, 2014). So, these all implications will create some
barriers in front of the researcher at the time of carrying out an investigation in appropriate form.
1.2 Factors that contribute to the process of research project
There are different factors that help the researcher to select the research project on the
following topic (McMillan and Schumacher, 2014). In this context, first one is topic of interest in
which the scholar has involved in it from the last few months. The investigator has enjoyed working
on customer satisfaction level. Second reason is knowledge on a topic in which the researcher has
enough knowledge on the selected research project. So, in order to utilize that knowledge in right
manner, the scholar has chosen the following research topic. Rather than this, customer satisfaction
is very wide topic of the investigation and this concept has widely use by the organizations to get
the success in the business. There are huge researches have been made on this subject but there is a
less evidence have found that anyone can conduct the study on customer satisfaction in the
reference of the students. So, in order to minimize this gap, the scholar has selected the following
topic for the investigation.
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1.3 Critical review of key references
Customer satisfaction
As per the Beard, 2014, “customer satisfaction is a term that frequently used by the
organizations in the respect of marketing” (Beard, 2014). It helps in measuring how products and
services offered b a company in order to meet the expectations of the customers. In this context,
Agbor, 2011 has stated that “customer satisfaction defines as the numbers of service users who
reported or review the product to a company” (Agbor, 2011). It considers as a key performance
indicator for the success of an organization.
According to Steve, 2015, “there are some reasons which define that customer satisfaction is
so important for all firms” (Steve, 2015). In this context, the author future stated that it is leading
indicators of consumer repurchase intentions and loyalty. For example, asking a consumer to rate its
satisfaction on a scale of 1-10 is a good way to make sure that he will repeat purchase the same or
other goods from the same company again and again or not. So, on the basis of the customer
satisfaction level, it becomes easy for the firm to track the intentions of the service users towards
the repurchase and gain the long term loyalty. On the other hand, Schiff, 2015 has asserted that “for
the organizations, customer satisfaction is an point of differentiation in the marketplace” (Schiff,
2015). At the time of competing in the market, it becomes important for the companies to ensure
about the customer satisfaction level. In the cut throat environment, it can be considered as a good
business strategy. In the support of this statement, Wentworth, 2014 has explored in his research
that “companies who are offering amazing customer experience develops environments where
satisfaction of the customer is high” (Wentworth, 2014). This thing has created a point of
differentiation for the organizations as compare to its rivals in the marketplace.
As per the opinion of, Deng, Lu, Wei and Zhang, 2010 “Customer satisfaction is an
important for the firms because it reduced service users churn rate” (Deng, Lu, Wei and Zhang,
2010). The prices of the goods are not is the reason of customer attraction. The reason of high
consumer turnover is the poor quality of customer services. So with the help of customer
satisfaction, it becomes easy to minimize the churn of the clients. On the contrast of above
statement, Yuksel, Yuksel and Bilim, 2010 has stated that “customer satisfaction is so essential for
the organizations because it increase consumers lifetime value” (Yuksel, Yuksel and Bilim, 2010). A
total satisfied customer contributes 2.6 times more revenue than somewhat satisfied customers. So
the level of the satisfaction of the services users impacts on the revenue of the firm either in
negative or positive manner. According to Kassim and Asiah Abdullah, 2010, “customer satisfaction
has reduced negative word of mouth of publicity of a company” (Kassim and Asiah Abdullah,
2010). It is very well known that the following concept is linked with the revenue and repeat
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purchase of the customers. If the company is not able to satisfy the service users then it will make
negative impact on the reputation of the firm.
Factors that influence the customer satisfaction
As per the Ryu, Lee and Gon Kim, 2012 “customer satisfaction of the students has affected
from the different factors” (Ryu, Lee and Gon Kim, 2012). Service quality is one of the elements
that affect the service users’ satisfaction level. The quality of services provided by airline companies
has made impact on the satisfaction level of the consumers. If the organization has not maintained
the quality of the services then the customers will not use those services once again in the life. This
will affect the success of the business in the negative manner. On the other hand, Flint, Blocker and
Boutin, 2011 has stated that “prices is one of the factor that make influence the students
satisfaction” (Flint, Blocker and Boutin, 2011). In the UK, there are various airline companies
which are offering low cost flights to the students. Along with this, they have also offered different
offers on flights time to time to attract more and more students. So, from this, it can be said that
customer satisfaction has affected or influenced by the prices of airline services.
According to, Eid, 2011 “ how the complaints of the customers manage by the airline
companies have influenced the customer satisfaction level” (Eid, 2011). If the airline organization
has not effectively handle complains of the students then it will increase the dissatisfaction level in
them. Due to this, it minimizes the footfall of the service users towards the utilization of airline
services of that company. In the contrast of the above statement, Yoshida and James, 2010 has
stated that “the previous usage experience of the students also influence them to consume the airline
services” (Yoshida and James, 2010). Most of the time, the purchase decision of the customer is
based on the past usage applications. On the basis of this, he can take decision whether to buy the
things of not. In the case of airline services, the previous experience becomes more matter for the
students to decide whether to reuse the services or not.
1.4 Research project specification
For conducting investigation on customer satisfaction and its importance on the success of
the business of Ryanair, the researcher will use different research methodologies which are as
follow:
Research philosophy: This helps the researcher to understand the research problem in more
effective manner. There are two types of the research philosophies positivism and interpretivism
research philosophy (Daniel and Sam, 2011). Interpretivism philosophy focuses over the subjective
concept of the entire investigation that assists the scholar to understand the theories and findings of
the other researchers on similar subjects. On the other hand, positivism research philosophy
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emphasizes on objectivity of the investigation. For the present study, the investigator will use
positivism research philosophy because the whole research will based on the objectivity concept
rather than subjectivity (Creswell, 2013). Along with this, it will assist the researcher to attain the
stated objectives in an appropriate manner.
Research approach: It helps in finding appropriate solutions of research problem by
analysing theory or testing hypothesis. Inductive and deductive are two types of research approach.
In inductive approach, the researcher uses some research questions to address the aim of the
investigation. While, deductive approach puts the light on testing of hypothesis and draws a new
conclusion on the basis of the findings. For the present study, the researcher will use inductive
research questions because to attain the research objective, there have some research questions
formulated (Fiegen, 2010).
Research technique: This helps the scholar to analyze the data in an appropriate format.
Qualitative and quantitative are two types of research techniques (Wyse, 2011). For the current
investigation, the researcher will adopt qualitative research technique. The information gather from
different sources will be easily evaluated with the help of this method (Flick, 2011).
Data collections: There are different methods for collecting facts and figures such as
primary and secondary methods. In the context of the present investigation, the researcher will use
both of the concepts to collect the information (Choosing appropriate research methodologies,
2015). In primary source of information, the scholar will gather data from the structured
questionnaire and interview process. The questionnaire will contain both open and close ended
questions related to customer satisfactions. On the other hand, secondary data will collect from
blog, articles, journals, books, Ryanair websites, customers’ reviews etc. to get insights about the
research subject to understand the research problem (Research Methodology, 2015).
Sampling: For the present research, the researcher will use random number sampling
method in order to reduce the biasness issues during the experiments. It will give the equal chance
to the respondents chance to select as a sample for primary investigation. In the present
investigation, the scholar will take 50 sample sizes which will represent the characteristics of whole
research population (Garner and Scott, 2013). Under this, the students of UKCBC University will
take into the consideration that is already using the airline services of Ryanair.
1.5 Appropriate plan and procedure for the agree research specification
To conduct the investigation as per the agreed research specifications, the researcher has
prepared an action plan. For this, the scholar has decided to divide the entire research plan into the
different sections to make it more manageable. Under this, a specific time frame has allocated for
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each activity of research (Gay, Mills and Airasian, 2011). Therefore, the whole research plan is
representing by Gantt Chat which is as follows:
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Preparing research proposal
Developing aim and objectives
Investigate background research study
Selection of appropriate research
methodologies
Data collection from primary and
secondary sources
Analysis of the collected data
Develop interpretation and analysis of
the results
Conclusion and recommendations
Submission of draft report
Modifications as per the feedback
comments
Final Submission
TASK 2
2.1 Match resources efficiently to the research question
For carrying out the current study, the researcher has used three major resources to meet the
research questions. First one is human resource in which the scholar has collected the response of
questionnaire. Second one is time duration in which entire process of investigation has carried out.
The chosen time frame for this has 16 weeks where different activities have enlisted along with the
set time slot. On the other hand, finance is also a resource that assists the investigator to complete
the investigation. In this, the available fund has divided to different activities with the help of
activity based costing.
2.2 Undertaking the proposed research investigation in accordance with the agreed specification and
process
The researcher has implemented the research plan as pee the set specifications. For this, the
scholar has contacted with the students of UKCBC students and explain them the purpose of the
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investigation. After this, the scholar has collected the email address of the students to send them the
prepared questionnaire. On the basis of the gather information from primary resources i.e.
questionnaire, the investigator has analyzed the outcomes and has tried to draw a valid conclusion.
2.3 Recording and collecting data from participants from the questionnaire
Theme 1: There are different course pursue by the students from UKCBC university.
Which course you are pursuing from UKCBC university? Frequency
Diploma in accounting 6
Diploma in Law 10
Diploma in Marketing 7
Diploma in Computing and Systems Development 8
Diploma in Travel and Tourism Management 10
Diploma in Health and Social Care 9
Theme 2: Frequency of using the service of Ryanair by the students.
How much time, you are using the services of Ryanair? Frequency
Once 12
Twice 10
More than twice 20
Still not 8
Theme 3: Students are satisfied with the airline services of Ryanair.
How would you rate your satisfaction level with the airline services of
Ryanair? Frequency
Highly satisfied 12
Satisfied 20
Neutral 5
Dissatisfied 8
Highly dissatisfied 5
Theme 4: Low cost prices of flights and previous usage experience are the major attributes that
influence the students to use the airline services of Ryanair.
Which one is the best attribute of Ryanair that influence to you to use
the airline services? Frequency
Quality of services 8
Low cost prices of flights 15
Brand image 5
Value added services 10
Usage experience 12
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Theme 5: Leading indicator of consumer repurchase intentions and loyalty and Point of
differentiation are the reasons which shows that customer satisfaction is so important for
Ryanair.
According to you, which reason shows that customer satisfaction is so
important for Ryanair? Frequency
Leading indicator of consumer repurchase intentions and loyalty 15
Point of differentiation 12
Reduces customer churn 10
Increases customer lifetime value 5
Reduces negative word of mouth 8
Theme 6: The students would like to buy the airline services of Ryanair in future
Based on your experience, do you like to buy the airline services of
Ryanair again? Frequency
Definitely will 25
Probably will 15
Might or Might not 10
Theme 7: The students would like to recommend the airline services of Ryanair to their friends.
On the basis of your experience, would you like to recommend the
airline services of Ryanair to your friends? Frequency
Definitely will 30
Probably will 15
Might or Might not 5
TASK 3
3.1 Using appropriate research evaluation techniques with justifications
For evaluating the outcomes of the present investigation, the researcher can use tow kinds of
techniques: formative and summative research evaluation. In formative method, it assists in
carrying out the study on regular basis from starting to end. This provides the scope to make require
changes in the research. But in summative research evaluation, the outcome draws after the
completion of entire investigation. There is a no scope of alteration in the findings of the
investigation. So, for the current study, the researcher has used formative research evaluation
technique to ensure the validity and reliability of the study.
3.2 Interpretation and analysis the results in terms of original research specifications
Theme 1: There are different course pursue by the students from UKCBC university.
Findings: From the gather primary data, it has found that 6 respondents have carried out the
course of Diploma in accounting. 10 students have currently taken degree in Diploma in Law. On
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the other hand, 7 responders have pursued Diploma in marketing subject from UKCBS University.
While 8 have done their Diploma in Computing and Systems Development. Further, 10 students
have take degree in the field of Diploma in Travel and Tourism Management. Beside this, 9 out of
the 50 respondents have carried out their education in Diploma in Health and Social Care from
UKCBS University.
Analysis and discussion: From the above findings, the researcher had found that UKCBC
University of the UK has provided the different course in Diploma. There are various ratios of
students who are doping their education in several fields.
Theme 2: Frequency of using the service of Ryanair by the students.
Findings: From the analysis of the collected primary information, it has determined that
there have 12 respondents from UKCBC University who are using only one time airline service of
Ryanair. On the other hand, 10 responders have used twice time the services of the airline
organization. While there have 20 students who have been used the airline service of Ryanair more
than twice time.
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Analysis and discussion: On the basis of the findings of above discussion, the scholar has
determined that frequency of using Ryanair airline services more than twice time. From the
interview process, it has found that there are different reasons of consuming the organization service
more than once. In this, one of them is training because for completing the degree, the students
needs to complete their training sessions that can be pursued by them in various nations. Along with
this, to spend the holidays, they have used the airline services of Ryanair.
Theme 3: Students are satisfied with the airline services of Ryanair.
Findings: On the basis of the collected facts and figures, the researcher has determined that
20 respondents have satisfied with the services offer by Ryanair. Along with this, 12 responders
have stated that they have highly satisfied with the airline services of the organization. On the other
hand, rests have not agreed with the asked question in the questionnaire.
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Analysis and discussion: By considering the above findings, the investigator has analyzed
that the students of UKCBC University has satisfied with the services of Ryanair.
Theme 4: Low cost prices of flights and previous usage experience are the major attributes that
influence the students to use the airline services of Ryanair.
Findings: The objective of the investigation was to determine the influential factors that
influence the customer satisfaction of service users of Ryanair. To attain this, the researcher has
included this into the questionnaire. From the collected primary data, the scholar has recorded that
15 respondents have chosen low cost prices of flights as a major attribute that influence them to use
the airline services of the organization. On the other hand, 12 responders have voted in the favour of
previous usage experience as a major element that motivates them to use Ryanair airline services.
While 10 respondents have considered value added services as a reason of influencing their decision
to utilize the airline services of Ryanair. The rests have selected the other options as per the opinions
and experience basis.
Analysis and discussion: By considering the above stated outcomes, the researcher has
analyzed that low cost price of flights and previous usage experience are the major factors that
influence the students of UKCBC University to use the airline services of Ryanair. The costs of the
flight are low as compare to the other airline organizations in the UK. Along with this, most of the
time, the company has brought the different offers for the students. So, this is the reason that
motivates the learners of UKCBC to use Ryanair airline services. On the other hand, the previous
usage experience of the students has also influenced them to opt the airline services of the cited
organization. So, the above analysis has helped the researcher to attain one of the objectives of the
present investigation.
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Theme 5: Leading indicator of consumer repurchase intentions and loyalty and Point of
differentiation are the reasons which shows that customer satisfaction is so important for
Ryanair.
Findings: Another objective of the researcher related to present investigation to explore the
reasons which shows that customer satisfaction is so important for Ryanair. In order to attain it, the
scholar has included this into the questionnaire. The collected facts and figures shows that 15
responders have voted towards the option of consumer repurchase intentions and loyalty. On the
other hand, 12 responders have selected point of differentiation as a major reason that can able to
define that customer satisfaction is so important for Ryanair. While 10 respondents have chosen
reduce customer churn rate as a main element of the asked question. The rests have elected other
options as per understanding.
Analysis and discussion: By considering the above findings, the researcher has analyzed
that as per the students, leading indicator of consumer repurchase intentions and loyalty and Point
of differentiation are the reasons which shows that customer satisfaction is so important for Ryanair.
From the literature review, it has found that when a customer rate the services of a company 7 or
above then this has considered that consumer is satisfied and he will come back to repurchase the
services again. So, on the basis of the rating scale values, an organization can easily predict the
service user repurchase intentions and loyalty. On the other hand, point of differentiation is one of
that factor that defines the customer satisfaction is an important aspect of Ryanair. The scholar has
concluded from the literature review that in a competitive marketplace, the companies of airlines
are competing for customer satisfaction and this in the key of differentiator. Organizations who
offer amazing consumer experience can easily create an environment where satisfaction is high and
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service users advocates are plenty. Therefore, from the above discussion, the researcher has
accomplished the objective of the present investigation.
Theme 6: The students would like to buy the airline services of Ryanair in future.
Findings: From the collected primary data, the scholar has identified that 25 respondents
have selected definitely will option. On the other hand, 15 responders have chosen the alternative
related to probably will as per the asked question. While 10 respondents have not sure that they will
reuse the airline services of Ryanair in future or not.
Analysis and discussion: On the basis of the above findings, the researcher has analyzed the
frequency of students toward the reuse the airline services of Ryanair in near future has high as
compare to the other respondents. The reason that has been identified for this is there are different
influencing factors which motivate them to repurchase then services of the organization in coming
time.
Theme 7: The students would like to recommend the airline services of Ryanair to their friends.
Findings: In the respect of the asked question by the researcher, 30 respondents have voted
in the favour of definitely will option. While, 15 responders have chosen probably will alternative.
On the other hand, 5 respondents have opted the choice of might or might not.
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Analysis and discussion: By considering the findings, the scholar has explored that about to
30 students would like to recommend their friends to use the airline services of Ryanair. The reason
of this is their previous usage experience towards the company airline services.
3.3 Recommendation and further research areas
In order to improve the customer satisfaction level and get the success in the business,
Ryanair should follow some below stated recommendations which are as follows:
By focusing over measuring customer satisfaction, it will be easy to determine that the
service user will purchase the services in the future or not. This will minimize the numbers of
unhappy consumers.
Ryanair should increase the activeness on the social media to track and monitor customer
satisfaction. It will assist the organization to ensure the service users are satisfied with their offer
airline service or not.
Further research area
The present research can be conducted in the future on different factors that affect the
customer satisfaction of students. Rather than this, it can be carried in the context of attributes
which are most important for company in order to achieve customer satisfaction. On the other hand,
the similar topic of investigation can be organized for disabled people satisfaction level. While same
study can be conducted on the other airline organizations of the UK.
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TASK 4
4.1 Presentation of outcomes
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17

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REFERENCES
Books and Journals
Creswell, J. W., 2013. Research design: Qualitative, quantitative, and mixed methods approaches.
Sage publications.
Daniel, S. P. and Sam, G. A., 2011. Research Methodology. Gyan Publishing House.
Deng, Z., Lu, Y., Wei, K.K. and Zhang, J., 2010. Understanding customer satisfaction and loyalty:
An empirical study of mobile instant messages in China. International journal of
information management, 30(4), pp.289-300.
Eid, M.I., 2011. Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi
Arabia. Journal of electronic commerce research, 12(1), p.78.
Fiegen, M. A., 2010. Systematic review of research methods: the case of business instruction.
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Flick, U., 2011. Introducing Research Methodology: A Beginner's Guide to Doing a Research
Project. SAGE.
Flint, D.J., Blocker, C.P. and Boutin, P.J., 2011. Customer value anticipation, customer satisfaction
and loyalty: An empirical examination. Industrial Marketing Management, 40(2), pp.219-
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Garner, R. and Scott, G. M., 2013. Doing qualitative research: designs, methods, and techniques.
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Gay, L. R., Mills, G. E. and Airasian, P. W., 2011. Educational research: Competencies for analysis
and applications. Pearson Higher Ed.
Kassim, N. and Asiah Abdullah, N., 2010. The effect of perceived service quality dimensions on
customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural
analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), pp.351-371.
Kriz, A., Gummesson, E. and Quazi, A., 2013. Methodology meets culture: Relational and Guanxi-
oriented research in China. International Journal of Cross Cultural Management.
Kumar, R., 2014. Research Methodology: A Step-by-Step Guide for Beginners. SAGE.
McMillan, J. H. and Schumacher, S., 2014. Research in education: Evidence-based inquiry. Pearson
Higher Ed.
Ryu, K., Lee, H.R. and Gon Kim, W., 2012. The influence of the quality of the physical
environment, food, and service on restaurant image, customer perceived value, customer
satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality
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Yoshida, M. and James, J.D., 2010. Customer satisfaction with game and service experiences:
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Yuksel, A., Yuksel, F. and Bilim, Y., 2010. Destination attachment: Effects on customer satisfaction
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and cognitive, affective and conative loyalty. Tourism Management, 31(2), pp.274-284.
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<http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/>. [Accessed on 29th
October 2016].
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APPENDIX
Demographic information
Name: ___________________
Age: ______________
Gender: _____________________
1. Which course you are pursuing from UKCBC university?
 Diploma in accounting
 Diploma in Law
 Diploma in Marketing
 Diploma in Computing and Systems Development
 Diploma in Travel and Tourism Management
 Diploma in Health and Social Care
2. How much time, you are using the services of Ryanair?
 Once
 Twice
 More than twice
 Still not
3. How would you rate your satisfaction level with the airline services of Ryanair?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
4. Which one is the best attribute of Ryanair that influence to you to use the airline services?
 Quality of services
 Low cost prices of flights
 Brand image
 Value added services
 Usage experience
5. According to you, which reason shows that customer satisfaction is so important for
Ryanair?
 Leading indicator of consumer repurchase intentions and loyalty
 Point of differentiation
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 Reduces customer churn
 Increases customer lifetime value
 Reduces negative word of mouth
6. Based on your experience, do you like to buy the airline services of Ryanair again?
 Definitely will
 Probably will
 Might or Might not
7. On the basis of your experience, would you like to recommend the airline services of
Ryanair to your friends?
 Definitely will
 Probably will
 Might or Might not
8. Please suggest some strategies by which the customer satisfaction can be improved to make
the business of Ryanair more successful.
_______________________________________________________________________________
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