Impact of Customer Satisfaction on Performance of Corporation: A Case Study on Easy Jet

This research project focuses on the impact of customer satisfaction on the performance of Easy Jet airline. It aims to study customer satisfaction, examine Easy Jet's services, and evaluate the benefits of customer satisfaction. The research also aims to identify factors that lead to consumer dissatisfaction and provide solutions for improving services. The project includes an introduction, literature review, research methodology, data analysis, and conclusion with recommendations.

RESEARCH PROJECT

Table of Contents
TASK 1 - INTRODUCTION...........................................................................................................1
1.1 Background of research.........................................................................................................1
1.2 Aims and objectives of research ..........................................................................................1
1.3 Research questions................................................................................................................2
1.4 Significance of research........................................................................................................2
1.5 Scope of research..................................................................................................................2
1.6 Appropriate schedule for agreed research.............................................................................2
TASK 2 – LITERATURE REVIEW...............................................................................................4
2.1 Introduction...........................................................................................................................4
2.2 Impact of travellers' satisfaction on performance of corporation.........................................4
2.3 Benefits of customer contentment.........................................................................................4
2.4 Factors that leads to consumer dissatisfaction......................................................................6
TASK 3 – RESEARCH METHODOLOGY ..................................................................................7
3.1 Type of investigation.............................................................................................................7
3.2 Research design.....................................................................................................................8
3.3 Research approaches.............................................................................................................8
3.4 Data sampling........................................................................................................................8
3.5 Ethical consideration.............................................................................................................8
3.6 Limitations............................................................................................................................9
TASK 4 – DATA ANALYSIS........................................................................................................9
4.1 Introduction...........................................................................................................................9
4.2 Data interpretation with graphs and charts..........................................................................10
TASK 5 – CONCLUSION & RECOMMENDATION.................................................................16
5.1 Conclusion...........................................................................................................................16

5.2 Recommendation.................................................................................................................16
TASK 6- REFERENCES...............................................................................................................17

TITLE :-
“ To identify the impact of customer satisfaction on performance of corporation : A
case study on Easy Jet”
TASK 1 - INTRODUCTION
1.1 Background of research
Through this section of investigation programme, learners get aware about the actual
reason of conducting this research by interpreting the overview of selected organisation. The
main motive is to show the effects of customer gratification on the performance of EasyJet and
how it helps in increasing their turnover per year. In addition to this, this also highlights some of
the relevant questions which may arises during conducting this research. EasyJet is a British
airline enterprise that is operating under low – cost carrier model. It was founded in the year of
1995 and are now operating domestic as well as global scheduled services on over 820 routes in
around more than 30 nations. Its headquarter is situated at London Luton Airport and consisting
of approx 11,655 workers in the year of 2017 (Mosahab, Mahamad and Ramayah, 2010). Its net
income was approx £325 million in 2017. in this project, aims and objectives are designed which
shows the actual need of carrying this research. In addition to this, scope of this investigation is
also described which gives an idea to the learner that how this project is proved to be useful in
their professional life and also in future.
Besides this Project management plan is designed before starting the investigation such as time
taken by each event, costing occurred, risk management, etc.
1.2 Aims and objectives of research
Main target of this assignment is to “determine or evaluate the impact of customer
satisfaction on the performance of
venture : A case study on Easy Jet”. Besides this some of objectives of this research project is
stated below :
 To study about the customer satisfaction
 To study about Easy Jet airlines and its services
 To examine the effect of customer contentment on the successfulness of EasyJet.
 To identify the level of customer satisfaction of travellers of firm.
 To evaluate benefits of customer satisfaction in context to Easy Jet airways.
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 Determine those factors which are responsible for customer dissatisfaction.
 To provide solutions to the venture for improving their services.
1.3 Research questions
Some of the questions of this research project is mentioned below :
 What is the impact of customer gratification on the performance of corporation ?
 Does increased level of satisfaction helps in increasing turn over of Easy Jet ?
 What are the factors that leads to consumer dissatisfaction ?
1.4 Significance of research
Research project is very important as this provides deep and intense knowledge to the
learners about the topic or theme of the project. The present investigation is made on the basis of
impact of customer satisfaction on the overall performance of Easy Jet. This shows how
company can increase their brand image as well as earn more income by full – filling the
demands of their users. On the other hand, this also highlights the reason client dissatisfaction
and the solution to this problem.
1.5 Scope of research
This research project is having broad range of scope as numerous of measures get
evaluated from this. Satisfaction level of customer effects on the performance of Easy Jet in
different manner. But this impact on the fact that whether it is influencing positively or
negatively. By the increment in satisfaction level of users there are favourable changes examined
within their complete performance (Santouridis and Trivellas, 2010). On the contrary, decrement
in this level affects adversely on company as negative effects are noted down in context with
given organisation.
1.6 Appropriate schedule for agreed research
The appropriate schedules is followed for the purpose of carrying out this research for
Easy Jet airlines : Designing aims and objectives : The first step is to formulate realistic aims and
objectives based on the topic of this report. Researcher would take around 5 days for
designing this. It is important to keep focus on making relevant aims and objectives as
whole research depends on this and carried on in accordance to this.
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 Preparation of primary data source : In this portion, interviews of students is taken and
after that questionnaire is prepared from this. This helps in collecting ideas of common
students of UKCBC and decide how much they are satisfied from services of Easy Jet. Data collection : After that data is accumulated from primary and secondary sources.
Secondary sources includes books, journals, internet, etc. Data analysis : Analysation of information is performed in this time interval so that
every one can understand about the topic and take proper decision.
 Conclusion and recommendations : After going through all the report, conclusion and
suggestion is provided by researcher.
Activities Actions Starting
date
Duration End date Explanation
1 Aims and
objectives
02/01/18 5 days 07/01/18 Aims and objectives are
formulated during this time
period on the basis of theme
of the project.
2 Preparation of
primary data
source
07/01/18 10 days 17/01/18 In this duration,
questionnaire is prepared by
taking interviews of people.
3 Collection of data 17/01/18 15 days 22/01/18 Information is collected by
taking use of original as well
as alternative sources as per
the topic of research.
4 Data analysis 22/01/18 10 days 01/02/18 Data analysation is made
here based on the findings.
5 Conclusion and
recommendations
01/02/18 5 days 06/02/18 Summary of project and
suggestion is given in this
time period.
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TASK 2 – LITERATURE REVIEW
2.1 Introduction
As per views points of Siddiqi (2011), one of the most sensitive industry is Airlines
because it mainly relies on its customer. It is a consumer oriented procedure whereby if
airways managed to full fill the needs of their passengers, then it can easily survive in this
competitive industry. According to him, handling of complaints and use of such complaints in
improving the services of airlines are two most significant criterion that helps in its long term
survival in the existing market place.
2.2 Impact of travellers' satisfaction on performance of corporation
According to Kassim and Asiah Abdullah (2010),satisfaction of customer is very
important for the growth of a company as if users gets not satisfied from products and services
then they do not show interest in their goods and move to other firms in order to meet their
demand. Due to this selling rate of venture gets decreased and as a result company faces large
losses. Ryu, Lee and Gon Kim (2012) says that Easy Jet is providing cheap and affordable tour
facilities to the civilians of UK globally as well as domestically. On the contrary Yuksel, Yuksel
and Bilim (2010), stated that they are not maintaining quality in their services and due to this
they are loosing trust of their users.
2.3 Benefits of customer contentment
Deng and et. al. (2010) thought that some of the benefits of high level of satisfaction of
consumers are listed below : It is the major sign of user repurchase purpose and loyalty : Satisfaction level of clients
is the best signal of how probably a client would make a purchase in upcoming days.
Asking them to the rate of their satisfaction on scale of 1 to 10 is a better way to examine
if they would become repeat consumer or not. Those clients who give a rating of 6 or
above are considered as satisfied and they can be expected to come again and make
repeat purchases. Those people who gives 9 or 10 rating are proved to be a potential user.
But score level of 5 or below it are treated as warning signs that shows that a client is not
satisfied and are at a risk of leaving. Such users are needed to be kept on a consumer
watch list and precede up so that organisation can determine why they are unhappy and
how they can be quenched well.
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 It reduces consumer churn : From an Accenture global customer report of 2008 , it has
been examined that cost is not the major factor of consumer churn, it is really due to the
whole pathetic quality of consumer services. But this churn can be reduced by this metric
known as client satisfaction. By evaluating and tracking the level of satisfaction of users,
venture can bring new processes in place to order to enhance the overall quality of
customer service. Easy Jet is recommended to give focus on exceeding expectations of
their passengers and wowing them at every opportunity. They have to do this for around
six month and after that they can measure satisfaction level of consumers again. By this
way, they can analyse positive or negative impact on satisfaction. Customer satisfaction limits corporate crisis : Quenched users wish the firm to survive
any crisis experienced by it and they attempt to support them to assure its survival.
Clients satisfaction is considered as the best source of insulation against crises. A venture
encounters crises from various sources, some are internals or other are external as well.
Product tempering is the one of the relevant source. This event becomes too common in
industries. Due to this, a strong trust of users gets slows down what would otherwise be a
hasty decile in sales and an abiding loss of market share. Unfair competition is viewed as
another source. Loyal clients commonly not like this unfair or unethical practices of
business against an enterprise that they like. Satisfied consumers generate new consumers : The best way of earning more profits is
to make new users without significant investment of product, sales resources and
marketing of corporation. This can be made possible by doing mouth advertisement or
communication. If any users is satisfied from the product or services of any company,
they share this experience by their friends, relatives and other one. By this, new
customers get created through this without investing any money. It has been shown from
a research that satisfied consumers talks to three other people about their journey. On the
other hand, unsatisfied one talks to seven others. So, Easy Jet should deliver best quality
services to their clients so that they only speak good things in favour of them.
 Satisfaction level of customer encourages successful innovations : Quenched clients are
more open to share their experience of using services or products. They not only allow
but also promote suppliers for visiting their facilities, talk to their workers and simply
inspire them learning about what they do with their goods and services. This open door
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communication and interchange of information is highly important for new goods or
services innovations. It permits the research and development department of corporation
to interact with their clients as they are going to develop new technologies. Input of
customer in early stages of technological development has been determined as one of
important reason for the successfulness of an innovation.
2.4 Factors that leads to consumer dissatisfaction
According to Bergman and Klefsjö (2010), there are some reasons of consumers
dissatisfaction which is stated below : Not keeping promises : If any company do promises with their clients then they should
keep those, otherwise lots of complaints comes from the side of users. This also creates
distrust and even clients migrate to their competitors. Thus, Easy Jet should provide all
those facilities to their clients which they have promised to them in order to gain their
trust. Poor customer service : When representatives of consumer service are not provide
proper training programmes, then they give poor services to their clients. They used to
keep waiting consumers for long time period and are not able to resolve their issues. The
cited venture should focus on their customer services and give proper training to their
personnels so that they become able to solve all types of issues of their users. Rude staff members : Company needs to check the chats or conversation records of
their personnels as some of the workers behave rudely with clients, due to this company
suffers. So, supervisors of Easy Jet should keep their eyes on staffs so that they can
examine attitudes and behaviours of them towards their passengers. If they found some
one rude to any traveller, they can warn them or fire them after analysing this action even
after warning again and again. Thus, this is very important that how workers
communicate with customers as this creates positive relationship with them. Not listening to users : Ignoring to the consumers and not listening to them is considered
as one of the biggest mistake. This broke the trustful relationship and company can even
loose their potential clients from this attitude. So, Easy Jet is recommanded to listen all of
the issues and views of their customers so that they feel good and satisfied. Hidden information and costs : Some of the firm consist of hidden charges and costing
that is discovered at the middle of purchasing procedure. This is another reasons of
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consumer dissatisfaction as traveller do not expect any secret charges after or in between
of their purchasing hours. This action reflects that firm cheats to its users. So, this is
recommanded to Easy Jet that they should not include any type of hidden charges.
 Low quality of goods and services : It is important to maintain quality in term of
deliverable services and products as low quality of work and goods reduces interest rate
of users. This as a result decrease selling rate of corporation and turn over of venture also
gets declined per year. So, in addition to offer low prices , Easy Jet should concentrate on
improving their service quality so that large number of travellers gets attracted towards
their company.
TASK 3 – RESEARCH METHODOLOGY
This section is considered as most effectual part of this investigation assignment as it
directly supports the overall project towards its correct direction in order to measure proper
outcomes. Thus, for drawing lawful or right conclusion, researcher should use different
techniques of collecting data. Various methodologies are present for gathering accurate
information by taking care of actual facts and figures.
3.1 Type of investigation
It is important for the investigator to utilise the correct means of accumulating data in
effect-able manner. There are commonly two types of researches namely quantitative and
qualitative that can be used for collecting information about Easy Jet. Quantitative research is
totally based on numeric number or facts (Ryu and Han, 2010). The objective is to measure the
quantity and do comparison of it with previous data and attempts to project for upcoming days.
This method of measuring is the beauty of quantitative research as it gives primary connection
between experiential observation and numerical expression of quantifiable relationships.
Statistics is a branch of mathematics that is used in this process.
On the other hand, qualitative research is completely different from former one as this is
collection, analysation and interpretation of data by examining the views and opinions of all
people. This is much more objective in nature and utilises various processes of gathering data
such as interrogation, forming questionnaire, etc.
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This is to be noted that qualitative research methodology is used for the present research
project as it provides feedbacks of customers and helps in taking right decisions regarding the
theme.
3.2 Research design
Research design simply refers to overall strategies that is selected for integrating the
different components of the study in a consistent and logical way, thus, assuring that researcher
has effectively addresses the issues of research (Eid, 2011). It can be said that this consists the
blue prints for the aggregation, analysation and measurement of data. There are commonly three
kinds of investigation design that are descriptive, experimental and exploratory. As per this topic
of research, descriptive design is more suitable as conclusion can be derived from this in effect-
able way.
3.3 Research approaches
This section of report is categorised into two types which is inductive and deductive
framework. As here qualitative research methodology is used, so inductive approach is most
suitable to this. The main difference between an inductive and deductive approaches top research
is that former one concerned with generation of new theory rising from the data gathered and the
latter one is aimed and testing theory.
3.4 Data sampling
Data sampling is normally a statistical method which is used for selecting, manipulating
and analysing a symbolic set of data points so that different structures and trends in larger data
set can explored. Probabilistic and non – probabilistic testing methods can be used for this
process (Flint, Blocker and Boutin, 2011). In this present report, purposive sampling process
must be used as this is a piece of probabilistic sampling which helps in taking proper sample
from overall population. In this case, investigator selects the specimen of 25 representatives who
are the workers as well as customers of Easy Jet.
3.5 Ethical consideration
This section is very important as this aids in resolving issues and obstacles which are
rising while conducting this research. Investigator should guarantee their respondents that the
information which they have accumulated is authenticate and private in nature. So, ethical values
must be obeyed while carrying out this project.
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3.6 Limitations
The main limitations which is examined is the money and time. The duration that is
allocated for accomplishing this assignment is not sufficient as large number of people is
involved here in interviews. Collection of data is also so time consuming as researcher has to do
proper management and control of time so that every work is completed within given deadline.
On the other hand, money is the other fundamental need of all type of businesses. This tasks all
requires large sum of money so that aims and objectives of project is achieved in effective
manner.
TASK 4 – DATA ANALYSIS
4.1 Introduction
This is another section of project where the data which is being gathered is analysed
because it helps in complete work of monitoring performance of enterprise in context of
customer satisfaction. Basically, in this part, information is going to be evaluated so that better or
appropriate consequences can be obtained by preparing an efficient questionnaire regarding the
given topic. Moreover data analysis also includes data interpretation that shows the views of
common people related with present theme of research (Munusamy, Chelliah and Mun, 2010).
This helps in taking good decisions and also beneficial for the corporation as they can make
changes in their business in accordance with their views and demands. In this case, questionnaire
is designed by taking interview of 25 students of UKCBC in order to identity the influential
factors in their satisfaction regarding Easy Jet. Hence, an impressive questionnaire is prepared
below :
QUESTIONNAIRE
Name : ------------------------------------------------------------------------------------------
Age : ---------------------------------------------------------------------------------------------
Gender : ------------------------------------------------------------------------------------------
Q 1. Is the quality of services provided by Easy Jet is good ?
Yes
No
Q 2. Does customers face any kind of problem in booking their tickets ?
Yes
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No
Q 3. Is there any impact of customer satisfaction on the performance of Venture ?
Yes
No
Q 4. Is improved level of consumer satisfaction helps in increasing the turn over of Easy Jet ?
Yes
No
Q 5. Are you satisfied by the airline services of Easy Jet ?
Highly satisfied
Satisfied
Not satisfied
Highly dissatisfied
Q 6. How is the behaviour of their employees ?
Good
Extremely good
Rude
very rude
Q 7. Do the queries of consumers are being resolved effectively ?
Yes
No
4.2 Data interpretation with graphs and charts
Theme 1 : Quality of services offered by Easy Jet
Q 1. Is the quality of services provided by Easy
Jet is good ?
Frequency
Yes 15
No 10
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15
10
Yes
No
Interpretation : Most of the students stated that Easy Jet offer good quality of services. But
some of them are against this. Therefore, company needs to improve their service quality in
order to satisfy those people.
Theme 2 : Issues faced by users while booking of tickets
Q 2. Does customers face any kind of problem
in booking their tickets ?
Frequency
Yes 13
No 12
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Yes No
11.4
11.6
11.8
12
12.2
12.4
12.6
12.8
13
13
12 Column B
Interpretation : From the above based graph, it can be said that most of the students of UKCBC
are facing problems while booking their tickets. So, venture needs to improve their booking
system.
Theme 3 : Influence of customer's satisfaction on the performance of firm
Q 3. Is there any impact of customer
satisfaction on the performance of Venture ?
Frequency
Yes 21
No 4
Yes No
0
5
10
15
20
25 21
4
Column B
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Interpretation : Students said that customer's satisfaction is impacting a lot on the performance
of enterprise. If clients are quenched by their deliverable services then selling rate of company
increases drastically. On the other contrary, if they are not satisfied with that, they losses trust of
their consumers and in turn users migrate to their competitors.
Theme 4 : Improved level of consumer's satisfaction aids in increasing turnover
Q 4. Is improved level of consumer satisfaction
helps in increasing the turn over of Easy Jet ?
Frequency
Yes 22
No 3
Yes No
0
5
10
15
20
25 22
3
Column B
Interpretation : Almost all of the learners said that improved level of satisfaction of clients helps
in increasing income of Easy Jet as satisfied users do mouth advertisement and improves the
brand image of company. Therefore, firm should only focus on meeting the requirements of their
consumers as this in turn increases the number of new passengers.
Theme 5 : Satisfaction level of customers
Q 5. Are you satisfied by the airline services of
Easy Jet ?
Frequency
13

Highly satisfied 8
Satisfied 9
Not satisfied 5
Highly dissatisfied 3
Highly satisfied
Satisfied
Not satisfied
Highly dissatisfied
0
1
2
3
4
5
6
7
8
9 8
9
5
3 Column J
Interpretation : Most of the people are satisfied by the services of Easy Jet. In addition to this,
some of them are highly satisfied with their services.
Theme 6 : Behaviour and attitude of workers
Q 6. How is the behaviour of their employees ? Frequency
Extremely polite 8
Polite 10
Rude 4
Extremely rude 3
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Extremely polite Polite Rude Extremely rude
0
1
2
3
4
5
6
7
8
9
10
8
10
4
3
Column C
Interpretation : Students noted that behaviours of employees of this firm is polite. Some of them
are also voted for extremely polite nature of workers. They are happy with their style of
welcoming and treating.
Theme 7 : Resolution of queries of clients
Q 7. Do the queries of consumers are being
resolved effectively ?
Frequency
Yes 20
No 5
15

20
5
Yes
No
Interpretation : Almost all clients said that their queries are resolves appropriately. But few
members are also present whose issues are not solved. So, company needs to improve their
customer service facility in order to give solution to all type of problems of their passengers
rapidly and correctly.
TASK 5 – CONCLUSION & RECOMMENDATION
5.1 Conclusion
From the above based report, it can summarised that customer satisfaction is very much
important in all types of organisation whether it is airlines or retail sector as this helps in making
new users and in turn helps in increasing turn over of venture as well. In this research project,
importance as well as impact of consumer satisfaction in airlines sector has been described where
by services offered by Easy Jet is discussed. In addition to this, some of the factors which is
leading to clients dissatisfaction is also explained in detail. Besides this, solution to this problems
is also provided by doing proper research from primary as well as secondary sources. Aims and
objectives is designed appropriately so that research can be conducted effectively. So many
issues are faced while carrying out this investigation which is explained in the form of
limitations of this project.
5.2 Recommendation
From going through all of this research, investigator recommanded few things which is
mentioned below :
 Easy Jet should concentrate on full filling the expectations of the users rather than
emphasizing on costing of services.
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 Some of the clients are facing issues while booking their tickets, thus enterprise should
increase the number of flights and also have to improve the ticking booking system so
that this issue can be handled properly.
 Easy Jet should provide efficient training to their staff members so that they treat politely
and meet the demands of their passengers.
 They also should improve their customer services and train personnels to solve all kind of
queries of their consumers.
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TASK 6- REFERENCES
Books and Journals
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