Research Project on Ryanair

Added on -2020-02-05

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Research Project1
TABLE OF CONTENTSTASK 1.................................................................................................................................................31.1 Formulation and recording possible research project outline specifications..............................31.2 Factors that contribute to the process of research project...........................................................31.3 Critical review of key references................................................................................................41.4 Research project specification....................................................................................................51.5 Appropriate plan and procedure for the agree research specification.........................................6TASK 2.................................................................................................................................................72.1 Match resources efficiently to the research question..................................................................72.2 Undertaking the proposed research investigation in accordance with the agreed specificationand process........................................................................................................................................72.3 Recording and collecting data from participants from the questionnaire...................................8TASK 3.................................................................................................................................................93.1 Using appropriate research evaluation techniques with justifications........................................93.2 Interpretation and analysis the results in terms of original research specifications...................93.3 Recommendation and further research areas............................................................................15TASK 4...............................................................................................................................................164.1 Presentation of outcomes..........................................................................................................16REFERENCES...................................................................................................................................17APPENDIX........................................................................................................................................192
TASK 11.1 Formulation and recording possible research project outline specificationsAimsTo critically analyze the importance of customer satisfaction to get success in business: Astudy on Ryanair Airline.ObjectivesTo understand the concept of customer satisfaction in the context of businessTo determine the factors that influences the customer satisfaction of service users of RyanairTo 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 thebusiness of Ryanair more successful. Literature review: Resource implications: For the present research, the researcher will use different resourcessuch 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 carryout an investigation in appropriate manner. Along with this, the limitation of available time framewill unable the scholar to complete the study within the pre-decided time duration. On the otherhand, there will some secondary source of information which will not easily access by theresearcher because of some restriction (Kumar, 2014). So, these all implications will create somebarriers 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 projectThere are different factors that help the researcher to select the research project on thefollowing topic (McMillan and Schumacher, 2014). In this context, first one is topic of interest inwhich the scholar has involved in it from the last few months. The investigator has enjoyed workingon customer satisfaction level. Second reason is knowledge on a topic in which the researcher hasenough knowledge on the selected research project. So, in order to utilize that knowledge in rightmanner, the scholar has chosen the following research topic. Rather than this, customer satisfactionis very wide topic of the investigation and this concept has widely use by the organizations to getthe success in the business. There are huge researches have been made on this subject but there is aless evidence have found that anyone can conduct the study on customer satisfaction in thereference of the students. So, in order to minimize this gap, the scholar has selected the followingtopic for the investigation. 3
1.3 Critical review of key referencesCustomer satisfactionAs per the Beard, 2014, “customer satisfaction is a term that frequently used by theorganizations in the respect of marketing” (Beard, 2014). It helps in measuring how products andservices 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 whoreported or review the product to a company” (Agbor, 2011). It considers as a key performanceindicator for the success of an organization. According to Steve, 2015, “there are some reasons which define that customer satisfaction isso important for all firms” (Steve, 2015). In this context, the author future stated that it is leadingindicators of consumer repurchase intentions and loyalty. For example, asking a consumer to rate itssatisfaction on a scale of 1-10 is a good way to make sure that he will repeat purchase the same orother goods from the same company again and again or not. So, on the basis of the customersatisfaction level, it becomes easy for the firm to track the intentions of the service users towardsthe repurchase and gain the long term loyalty. On the other hand, Schiff, 2015 has asserted that “forthe 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 ensureabout the customer satisfaction level. In the cut throat environment, it can be considered as a goodbusiness strategy. In the support of this statement, Wentworth, 2014 has explored in his researchthat “companies who are offering amazing customer experience develops environments wheresatisfaction of the customer is high” (Wentworth, 2014). This thing has created a point ofdifferentiation 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 animportant 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 highconsumer turnover is the poor quality of customer services. So with the help of customersatisfaction, it becomes easy to minimize the churn of the clients. On the contrast of abovestatement, Yuksel, Yuksel and Bilim, 2010 has stated that “customer satisfaction is so essential forthe organizations because it increase consumers lifetime value” (Yuksel, Yuksel and Bilim, 2010). Atotal satisfied customer contributes 2.6 times more revenue than somewhat satisfied customers. Sothe level of the satisfaction of the services users impacts on the revenue of the firm either innegative or positive manner. According to Kassim and Asiah Abdullah, 2010, “customer satisfactionhas 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 repeat4
purchase of the customers. If the company is not able to satisfy the service users then it will makenegative impact on the reputation of the firm. Factors that influence the customer satisfactionAs per the Ryu, Lee and Gon Kim, 2012 “customer satisfaction of the students has affectedfrom the different factors” (Ryu, Lee and Gon Kim, 2012). Service quality is one of the elementsthat affect the service users’ satisfaction level. The quality of services provided by airline companieshas made impact on the satisfaction level of the consumers. If the organization has not maintainedthe quality of the services then the customers will not use those services once again in the life. Thiswill affect the success of the business in the negative manner. On the other hand, Flint, Blocker andBoutin, 2011 has stated that “prices is one of the factor that make influence the studentssatisfaction” (Flint, Blocker and Boutin, 2011). In the UK, there are various airline companieswhich are offering low cost flights to the students. Along with this, they have also offered differentoffers on flights time to time to attract more and more students. So, from this, it can be said thatcustomer satisfaction has affected or influenced by the prices of airline services. According to, Eid, 2011 “ how the complaints of the customers manage by the airlinecompanies have influenced the customer satisfaction level” (Eid, 2011). If the airline organizationhas not effectively handle complains of the students then it will increase the dissatisfaction level inthem. Due to this, it minimizes the footfall of the service users towards the utilization of airlineservices of that company. In the contrast of the above statement, Yoshida and James, 2010 hasstated that “the previous usage experience of the students also influence them to consume the airlineservices” (Yoshida and James, 2010). Most of the time, the purchase decision of the customer isbased on the past usage applications. On the basis of this, he can take decision whether to buy thethings of not. In the case of airline services, the previous experience becomes more matter for thestudents to decide whether to reuse the services or not. 1.4 Research project specificationFor conducting investigation on customer satisfaction and its importance on the success ofthe business of Ryanair, the researcher will use different research methodologies which are asfollow:Research philosophy: This helps the researcher to understand the research problem in moreeffective manner. There are two types of the research philosophies positivism and interpretivismresearch philosophy (Daniel and Sam, 2011). Interpretivism philosophy focuses over the subjectiveconcept of the entire investigation that assists the scholar to understand the theories and findings ofthe other researchers on similar subjects. On the other hand, positivism research philosophy5
emphasizes on objectivity of the investigation. For the present study, the investigator will usepositivism research philosophy because the whole research will based on the objectivity conceptrather than subjectivity (Creswell, 2013). Along with this, it will assist the researcher to attain thestated objectives in an appropriate manner. Research approach: It helps in finding appropriate solutions of research problem byanalysing 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 theinvestigation. While, deductive approach puts the light on testing of hypothesis and draws a newconclusion on the basis of the findings. For the present study, the researcher will use inductiveresearch questions because to attain the research objective, there have some research questionsformulated (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 currentinvestigation, the researcher will adopt qualitative research technique. The information gather fromdifferent 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 asprimary and secondary methods. In the context of the present investigation, the researcher will useboth of the concepts to collect the information (Choosing appropriate research methodologies,2015). In primary source of information, the scholar will gather data from the structuredquestionnaire and interview process. The questionnaire will contain both open and close endedquestions related to customer satisfactions. On the other hand, secondary data will collect fromblog, articles, journals, books, Ryanair websites, customers’ reviews etc. to get insights about theresearch subject to understand the research problem (Research Methodology, 2015). Sampling: For the present research, the researcher will use random number samplingmethod in order to reduce the biasness issues during the experiments. It will give the equal chanceto the respondents chance to select as a sample for primary investigation. In the presentinvestigation, the scholar will take 50 sample sizes which will represent the characteristics of wholeresearch population (Garner and Scott, 2013). Under this, the students of UKCBC University willtake into the consideration that is already using the airline services of Ryanair. 1.5 Appropriate plan and procedure for the agree research specificationTo conduct the investigation as per the agreed research specifications, the researcher hasprepared an action plan. For this, the scholar has decided to divide the entire research plan into thedifferent sections to make it more manageable. Under this, a specific time frame has allocated for6

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