To study customer satisfaction level towards services provided by EasyJet
Added on 2023-03-24
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RESEARCH PROJECT
TABLE OF CONTENTS
TITLE: "To study customer satisfaction level towards services provided by EasyJet" .................1
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulate and record possible research project outline specification..................................1
1.2 Identify the factors that contribute to process of research project selection.........................2
1.3 Undertake a critical review of key references.......................................................................3
1.4 Research project specification ..............................................................................................5
1.5 Appropriate plan and procedure for agreed research specification ......................................5
TASK 2............................................................................................................................................6
2.1 Resources which required in the research.............................................................................6
2.2 Research investigation on the basis of determined specification and process......................6
2.3 Record as well as data collated ............................................................................................8
TASK 3............................................................................................................................................9
3.1 Suitable evaluation methods for research.............................................................................9
3.2 Interpretation as well as analysis of data...............................................................................9
3.3 Conclusion and Recommendations.....................................................................................14
TASK 4..........................................................................................................................................14
4.1 Covered in poster................................................................................................................14
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................17
Appendix 1: Questionnaire.......................................................................................................17
TITLE: "To study customer satisfaction level towards services provided by EasyJet" .................1
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulate and record possible research project outline specification..................................1
1.2 Identify the factors that contribute to process of research project selection.........................2
1.3 Undertake a critical review of key references.......................................................................3
1.4 Research project specification ..............................................................................................5
1.5 Appropriate plan and procedure for agreed research specification ......................................5
TASK 2............................................................................................................................................6
2.1 Resources which required in the research.............................................................................6
2.2 Research investigation on the basis of determined specification and process......................6
2.3 Record as well as data collated ............................................................................................8
TASK 3............................................................................................................................................9
3.1 Suitable evaluation methods for research.............................................................................9
3.2 Interpretation as well as analysis of data...............................................................................9
3.3 Conclusion and Recommendations.....................................................................................14
TASK 4..........................................................................................................................................14
4.1 Covered in poster................................................................................................................14
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................17
Appendix 1: Questionnaire.......................................................................................................17
TITLE: "To study customer satisfaction level towards services provided by EasyJet"
INTRODUCTION
Airline industry has been the majorly contributed to the people for travelling to different
places. Due to them, more number of passengers can travel at low-cost and minimum time. Such
contribution can be easily seen in EasyJet and Ryanair that are emerging low-cost airlines and
are making rapid development in international tourism. For such companies’ customer
satisfaction is their primary objectives (Butcher, 2016). Current report is about the customer
satisfaction for EasyJet Company. It is largest budget British airline company that covers major
European countries. Due to its low-impact travel it has gained well-earned reputation. They
serve over 32 countries and over 700-routes. In Europe, it is second largest Airline, carrying 70-
million people and has won Best Customer Satisfaction Budget Travel UK Award in year 2016.
However, now the company is facing issues regarding the customer satisfaction. Customer
satisfaction and loyalty can be maintained by high-quality relationship with customer but
company is lacking in such services. In order to mitigate such issues this report is made where
literature regarding customer satisfaction are reviewed and data analysis is done. At end of the
report, conclusion is provided and based on it, recommendations are provided.
TASK 1
1.1 Formulate and record possible research project outline specification
Background of study
"Due to increase in competition for greater market-share, customer has become centre for
all airline industries" (Däuble and et.al., 2014). They have to increase their service quality based
on customer perception and satisfaction level. Chughtai and Lateef, (2015) suggested that
organisations ability regarding service quality can only be meet through desires and demands of
customer's. So, managers in the firm must improve high quality and improved services for the
competition in the market.
The purpose of this study is to identify the issues faced by airline service industry
regarding the consumer satisfaction and loyalty. For better outcomes, study is made on EasyJet.
The company is providing travelling services at low cost which promoted the company.
However, due to higher cost of fuel, crises, sustain development firm is unable to maintain the
customer satisfaction level. Moreover, consumers are highly dissatisfied regarding the
1
INTRODUCTION
Airline industry has been the majorly contributed to the people for travelling to different
places. Due to them, more number of passengers can travel at low-cost and minimum time. Such
contribution can be easily seen in EasyJet and Ryanair that are emerging low-cost airlines and
are making rapid development in international tourism. For such companies’ customer
satisfaction is their primary objectives (Butcher, 2016). Current report is about the customer
satisfaction for EasyJet Company. It is largest budget British airline company that covers major
European countries. Due to its low-impact travel it has gained well-earned reputation. They
serve over 32 countries and over 700-routes. In Europe, it is second largest Airline, carrying 70-
million people and has won Best Customer Satisfaction Budget Travel UK Award in year 2016.
However, now the company is facing issues regarding the customer satisfaction. Customer
satisfaction and loyalty can be maintained by high-quality relationship with customer but
company is lacking in such services. In order to mitigate such issues this report is made where
literature regarding customer satisfaction are reviewed and data analysis is done. At end of the
report, conclusion is provided and based on it, recommendations are provided.
TASK 1
1.1 Formulate and record possible research project outline specification
Background of study
"Due to increase in competition for greater market-share, customer has become centre for
all airline industries" (Däuble and et.al., 2014). They have to increase their service quality based
on customer perception and satisfaction level. Chughtai and Lateef, (2015) suggested that
organisations ability regarding service quality can only be meet through desires and demands of
customer's. So, managers in the firm must improve high quality and improved services for the
competition in the market.
The purpose of this study is to identify the issues faced by airline service industry
regarding the consumer satisfaction and loyalty. For better outcomes, study is made on EasyJet.
The company is providing travelling services at low cost which promoted the company.
However, due to higher cost of fuel, crises, sustain development firm is unable to maintain the
customer satisfaction level. Moreover, consumers are highly dissatisfied regarding the
1
availability of tickets, handing customers complaints and in the quality of services. The research
will include instrumentation, sampling, data collection, hypotheses, interpretation, conclusion,
recommendation as well as the references of the study
Aim of research: "To study the customer satisfaction level towards the service provided by
EasyJet"
Objectives of research
The main objective of the study is to find out the level of satisfaction among the
customers for the services provided by EasyJet.
To understand the existing service quality offered by EasyJet.
To collect and evaluate the expectations of customers for the improvement in the prominent
area of their dissatisfaction.
To investigate whether service quality of EasyJet is capable of addressing all demands made
by customer.
To identify the key-differences between expectation and perception of customers in service
quality offered by EasyJet.
To recommend ways by which customer satisfaction for EasyJet can be increased.
1.2 Identify the factors that contribute to process of research project selection
There are numeric factors due to which this research project was selected. The main
among them is that popularity can also affect the customer satisfaction level. It can be identified
from the literatures that due to low prices offered by the company they are unable to enhance and
improve their services, which is impacting them. The low-price strategy implemented by the
company is now creating negative impact on the customer satisfaction level. Such reason has
promoted the writer to choose the topic and make study so that proper analysis and study can be
done on the subject. All these things create interest towards understanding positive impact of
customer satisfaction on the business firm (Terblanche, 2014). Thus, in the present research
study main focus will be on understanding multi-dimensional benefits that firm is receiving in its
business by providing better customer services, loyalty level and resolving their issues. Hence, it
can be said that there are number of factors that are contributing to research project selection.
2
will include instrumentation, sampling, data collection, hypotheses, interpretation, conclusion,
recommendation as well as the references of the study
Aim of research: "To study the customer satisfaction level towards the service provided by
EasyJet"
Objectives of research
The main objective of the study is to find out the level of satisfaction among the
customers for the services provided by EasyJet.
To understand the existing service quality offered by EasyJet.
To collect and evaluate the expectations of customers for the improvement in the prominent
area of their dissatisfaction.
To investigate whether service quality of EasyJet is capable of addressing all demands made
by customer.
To identify the key-differences between expectation and perception of customers in service
quality offered by EasyJet.
To recommend ways by which customer satisfaction for EasyJet can be increased.
1.2 Identify the factors that contribute to process of research project selection
There are numeric factors due to which this research project was selected. The main
among them is that popularity can also affect the customer satisfaction level. It can be identified
from the literatures that due to low prices offered by the company they are unable to enhance and
improve their services, which is impacting them. The low-price strategy implemented by the
company is now creating negative impact on the customer satisfaction level. Such reason has
promoted the writer to choose the topic and make study so that proper analysis and study can be
done on the subject. All these things create interest towards understanding positive impact of
customer satisfaction on the business firm (Terblanche, 2014). Thus, in the present research
study main focus will be on understanding multi-dimensional benefits that firm is receiving in its
business by providing better customer services, loyalty level and resolving their issues. Hence, it
can be said that there are number of factors that are contributing to research project selection.
2
1.3 Undertake a critical review of key references
To understand the existing service quality offered by EasyJet.
According to Baron and et. al. (2014) the strength of EasyJet lies on 4-aspects which are
price, reliability, brand-name and competitive advantages. It can be observed that through cost
effective approach and having no frills, online booking services, rapid turnaround and low-cost
overheads they are able to win the customers perception. They are punctual and provide higher
safety level while travelling (Calvert, 2013). Moreover, the company has attractive brand-name
and slogan. Along with this they are available at major countries and more than 70-million
people avail their services.
Contrary to this Chen, Chang and Wu (2013) due to low price they are unable to improve
their resources, having weaker strategies for expansion and retain, are unable to maintain the
availability of tickets and handing customers complaints. This are the areas which is impacting to
the company and reducing the customer satisfaction level. If possible, changes are not made in
the areas there will be higher customer dissatisfaction level which could impact on brand image
and market loss to the firm.
To collect and evaluate the expectations of customers for the improvement in the
prominent area of their dissatisfaction.
According to Holtom and Burch (2016) customer's perception are always related to their
relative expectation. Moreover, these are dynamic and changes within short period of time. They
are evaluated, based on the quality and satisfaction level provided by the company to the
customer's. Contrary to this Ding and et. al. (2016) stated that now customers are more focused
on response fulfilment. More the cost-effective services and faster services will be provided by
the company they will have more brand image. There are various factors that contribute to the
customer satisfaction level. These are products and services provided by the EasyJet (Lee,
Verma and Roth, 2015). All the services provided by the company are based on the customers
emotions which can be stable or pre-existing. Along with this, firms must focus on the services
attribution for service failures and success rates. They should make different strategies so they
can influence the customers satisfaction level.
EasyJet has always maintained the equity and fairness among the customers. The entity is
fully based on the belief and values which are never impacted by the company.
3
To understand the existing service quality offered by EasyJet.
According to Baron and et. al. (2014) the strength of EasyJet lies on 4-aspects which are
price, reliability, brand-name and competitive advantages. It can be observed that through cost
effective approach and having no frills, online booking services, rapid turnaround and low-cost
overheads they are able to win the customers perception. They are punctual and provide higher
safety level while travelling (Calvert, 2013). Moreover, the company has attractive brand-name
and slogan. Along with this they are available at major countries and more than 70-million
people avail their services.
Contrary to this Chen, Chang and Wu (2013) due to low price they are unable to improve
their resources, having weaker strategies for expansion and retain, are unable to maintain the
availability of tickets and handing customers complaints. This are the areas which is impacting to
the company and reducing the customer satisfaction level. If possible, changes are not made in
the areas there will be higher customer dissatisfaction level which could impact on brand image
and market loss to the firm.
To collect and evaluate the expectations of customers for the improvement in the
prominent area of their dissatisfaction.
According to Holtom and Burch (2016) customer's perception are always related to their
relative expectation. Moreover, these are dynamic and changes within short period of time. They
are evaluated, based on the quality and satisfaction level provided by the company to the
customer's. Contrary to this Ding and et. al. (2016) stated that now customers are more focused
on response fulfilment. More the cost-effective services and faster services will be provided by
the company they will have more brand image. There are various factors that contribute to the
customer satisfaction level. These are products and services provided by the EasyJet (Lee,
Verma and Roth, 2015). All the services provided by the company are based on the customers
emotions which can be stable or pre-existing. Along with this, firms must focus on the services
attribution for service failures and success rates. They should make different strategies so they
can influence the customers satisfaction level.
EasyJet has always maintained the equity and fairness among the customers. The entity is
fully based on the belief and values which are never impacted by the company.
3
To investigate whether the service quality of EasyJet is capable of addressing all demands
made by customer.
According to Eren and et. al. (2013) there may be number of things that any firm has to
implement in order to improve the services. The company lacks in providing more services and
resolving customers issues. Customer's satisfaction is very essential for the organization which
can be taken from their feedback and reviews. Such things will help to evaluate the current
situation of the firm (Eren and et. al., 2013). Customer perception and mindset are ever changing.
Employees must perform their duty as per the policy made for customers and they must complete
their service promises through all possible ways (McInerney, Mlady and Rodrigues, 2015). This
requires training and development program to increase the communication level, skills and
excellent customers services. Moreover, if modification is required in the policies for the
betterment that too must be implemented. These policies are very helpful in staff training. These
strategies can determine the lacking area of an employee and thus, an effective training program
can be generated. There are various steps of training to staff to improve their work efficiency.
Moreover, manager’s role is to improve these services so that these issues can be reduced.
To identify the key-differences between expectation and perception of customers in service
quality offered by EasyJet.
There is great expectation and perception of customers in service quality offered by
EasyJet. Customers are highly dependable on the services provided by the company. However,
they wanted them to be more responsive so that services can be enhanced. Additionally, trust and
confidence among the customers should be maintained so that there is positive image of the
company. Tangibility is based on the service and products, firm reputation, industrial standards
and training provided to employees (Mitrovic and et.al., 2014). All these aspects help to change
customer's mindset and perception. At last the company must provide empathy where attention
and care must be provided to the customers. It helps to change the mindset and belief of the
customers concern related to company. In order to find these perception and expectation they can
carry survey or interview or ways by which feedbacks and their experience can be noted.
4
made by customer.
According to Eren and et. al. (2013) there may be number of things that any firm has to
implement in order to improve the services. The company lacks in providing more services and
resolving customers issues. Customer's satisfaction is very essential for the organization which
can be taken from their feedback and reviews. Such things will help to evaluate the current
situation of the firm (Eren and et. al., 2013). Customer perception and mindset are ever changing.
Employees must perform their duty as per the policy made for customers and they must complete
their service promises through all possible ways (McInerney, Mlady and Rodrigues, 2015). This
requires training and development program to increase the communication level, skills and
excellent customers services. Moreover, if modification is required in the policies for the
betterment that too must be implemented. These policies are very helpful in staff training. These
strategies can determine the lacking area of an employee and thus, an effective training program
can be generated. There are various steps of training to staff to improve their work efficiency.
Moreover, manager’s role is to improve these services so that these issues can be reduced.
To identify the key-differences between expectation and perception of customers in service
quality offered by EasyJet.
There is great expectation and perception of customers in service quality offered by
EasyJet. Customers are highly dependable on the services provided by the company. However,
they wanted them to be more responsive so that services can be enhanced. Additionally, trust and
confidence among the customers should be maintained so that there is positive image of the
company. Tangibility is based on the service and products, firm reputation, industrial standards
and training provided to employees (Mitrovic and et.al., 2014). All these aspects help to change
customer's mindset and perception. At last the company must provide empathy where attention
and care must be provided to the customers. It helps to change the mindset and belief of the
customers concern related to company. In order to find these perception and expectation they can
carry survey or interview or ways by which feedbacks and their experience can be noted.
4
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