Research Project TABLE OF CONTENTS TASK 11

RESEARCH PROJECT

TABLE OF CONTENTS
TASK 1............................................................................................................................................1
1.1 Outline of the Project............................................................................................................1
1.2 Factors contributing to research project selection.................................................................2
1.3 Critical Review......................................................................................................................2
1.4 Research project specification...............................................................................................4
TASK 2............................................................................................................................................6
2.1 Matching resources efficiently to research questions ..........................................................6
2.2 Proposed Research Investigation..........................................................................................6
2.3 Collection of data..................................................................................................................8
TASK 3..........................................................................................................................................14
3.1 Research Evaluation Techniques........................................................................................14
3.2 Interpretation and Analysis of Data....................................................................................14
3.3 Recommendations and further areas for consideration.......................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

Title of the study:
“Impact of Crew behaviour on the level of customer satisfaction: A study of Ryanair
Airlines.”
TASK 1
1.1 Outline of the Project
Aims and Objectives:
The aim of the present study is to identify the impact of crew behaviour on the level of
customer satisfaction, specifically focusing on the case of Ryanair Airlines. In order to
systematically undertake research the below mentioned objectives have been framed:
 To understand the importance of customer satisfaction in Airlines Industry.
 To understand the role of crew members in an airlines.
 To understand the relation between crew behaviour and customer satisfaction. To develop recommendation for enhancing customer satisfaction by improving behaviour
of crew members.
Research Questions:
 How important is customer satisfaction for the success of Airlines Industry?
 What role is played by Crew Members in the operation and success of Airlines?
 What is the relation between performance of crew members and customer satisfaction? What are the ways through which behaviour of crew members can be improved for
enhancing the customer satisfaction?
Rationale:
The Airlines industry has undergone various transformations, one of which is
introduction of low budget airlines. This in consequence has led to a drastic developments in the
movement of international tourists. This has enabled people belonging to low-income levels to
travel by flights for both domestic or international travelling. Thus, an increase in the number of
customers has proved be highly profitable for the players of this industry. However, it has been
witnessed that the customers have not been satisfied from the services being provided by these
airline companies (Ringle, Sarstedt and Zimmermann, 2011). Once such company is Ryanair
Airlines, which has also introduced low budget airlines and is enjoying an increased number of
customers in the recent years. Further, it has been deciphered that even if the company has
1

lowered the prices to a great extent, the satisfaction level of customers has also been lowering.
One of the reasons which has been identified for occurrence of this trend is the manner in which
crew members of the Airlines have been behaving. Hence, in order to understand the precise
reasons behind the decreasing customer satisfaction the present study shall be conducted.
1.2 Factors contributing to research project selection
One of the foremost reasons behind choosing this particular field for the present research
is that the Airline Industry has undergone drastic transformations to enjoy an increased number
of customers. In spite of these developments the customer satisfaction level has been lowering
over the years and this has posed to be one of the major concerns for the Airline Industry (Low-
cost airlines: Stimulation effects wear off, 2014). Another major factor which has led the
researcher to opt for this specific topic is that seldom has this topic been analyzed in the past
years, and thus there is lack of effective information and text.
1.3 Critical Review
Importance of customer Satisfaction is Airlines Industry
Customer Satisfaction is one of the concepts which differ with every change in
circumstances and with every person. Every person has a different perception towards various
elements of a product, and hence in consequence of the same there is a possibility that some of
the customers are satisfied and some are not. It has been noted by Baker (2013) that this element
of customer satisfaction plays a highly imperative role in service industry as the needs and
demands of every consumer is different from the other. In addition, there is a possibility that the
kind of services being provided also vary with circumstances and other factors, thereby,
rendering the entire process with inconsistency. The measurement of this concept is always in
respect to time , and hence with change in time the customer satisfactions levels also vary.
Steven, Dong and Dresner (2012) have characterized it as a highly dynamic factor which is
dependent upon varied forms of element.
The Airline industry is one of the highly sensitive service industries, which is required to
invest great deal of efforts to ensure the satisfaction levels of their respective customers. The
strategies and operations undertaken by these companies involve a high concentration on how to
keep the customers satisfied and provide them with the best of services. It has been quoted by
Kim and Lee (2011) that in pursuance to retain an increased number of customers, it is highly
imperative to understand the needs and expectations of the people they are serving. On the basis
2

of these ascertainments and the demands of the business, the management is required to
formulate their strategies. On the other hand, it has been observed by Hussain, Al Nasser and
Hussain (2015) that the level of competition in this particular industry has arisen to great levels
and thus arise the need to retain an increased number of customers. This shall enable the
companies to persist in the market, and make profits.
Role of Crew Members
The cabin crew or flight crew of any airlines play a highly crucial role in ensuring the
experience a customer may have to fly with them. Forgas and et. al. (2010) has noted that the
manner in which all the strategies are implemented and various operations undertaken is
completely dependent on the competence of Crew members. Hence, they are obliged with a
range of duties which they are required to undertake to fulfil the specific and special demands of
their position. The major part of their job is to ensure the safety and security of all the
passengers. Moreover, to also cater to each and every requirement of the passengers and make
them feel comfortable (The Impact of Low cost Carriers in Europe, 2016). However, it has been
highlighted by Chen and Chen (2010) that the crew members constitute to be the front line
employees of the Airline company and hence make a representation of the values and principles
of the entire company. Any error or issue from their part may take an exaggerated form and may
require the company to face all the repercussions. On the other hand it has been observed by Lau,
Kwek and Tan (2011) that in today's digital world any news can spread in almost the whole
world within seconds. In the event, even if a small experience is shared by a passenger on any
social media website it can be made known to the world. This shall have a direct impact on the
good will of the company in market. While Yee Liau and Pei Tan (2014) is of the view that any
displacement in the quality of services provided by the crew members may annoy the customers
and discourage him to not travel by the same airlines next time. One of the current trends of
operating low budget airlines has pushed these companies to compensate the amount through
recruiting staff members at a lower pay. It has been observed by Baumann, Elliott and Burton
(2012) that this kid of recruitment process has reduced the quality of staff members which are
present on these Airlines. This in turn has impacted the experience of customers with these
airlines and thereby posed a serious concern for the industry.
Relation between Customer Satisfaction and quality of crew members
3

It has been observed by Byambaa and Chang (2014) that the customer satisfaction in the
case of Airline industry is highly dependent on various factors, one of which is the manner in
which the crew members present within the airlines and on the ground behave and handle
different situations. The quality of services being rendered to the passengers and the manner in
which varied queries are attended determines the how skilled and efficient the staff is. Moreover,
it also plays an instrumental role in ascertaining the experience of a passenger with the airlines.
For instance every traveller expects to have a relaxed and comfortable journey, which is only
possible if the cabin crew delivers efficient services and takes care of even small needs of the
customers. However, it has been observed by Mittal and Frennea (2010) that in the event of
lacunae in any of the services being provided, a direct impact shall be felt on the satisfaction
level of the passengers. The primary duty of cabin crew is ensure safety and security of all the
people present on the flight. In pursuance to the same every Airline company is under an
obligation to hire personnel who are themselves healthy and equipped to face the most difficult
situations. In addition, it has been stated by Nikbin, Ismail and Marimuthu (2012) that the
personality of each of the members and the manner in which they interact constitutes to be an
important factor in ascertaining the behaviour of the crew members. In pursuance to the present
scenario of budget Airlines, various Airlines have started compromising on the quality of crew
being recruited for these particular flights so as to reduce the overall cost. In reaction to the
same, Curry and Gao (2012) has made an observation that this is reducing the quality of services
being provided by the Airline company, and in addition, hampering the satisfaction level of
customers.
1.4 Research project specification
In order to carry out the research proposal in effective manner researcher must ensure
proper specification of the research methods. The research specification mainly include different
approaches and aspects such as- Research approach- The foremost facets within the research methodology include
research approach it is consider as an plan in which investigator will conduct the research
to accomplish the topic. For the present research the selected research approach will be
inductive approach as it focuses on specific to general. Research design- Another facets within the research methodology include research
design that is consider as road map that is designed by researcher to meet the aim of
4