Study on EasyJet Airline - Factors Impacting Customer Satisfaction

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...........................................................4
1.3 Critical review of key references................................................................................................5
1.4 Research project specification....................................................................................................6
1.5 Appropriate plan and procedure for the agree research specification.........................................7
TASK 2.................................................................................................................................................8
2.1 Match resources efficiently to the research question..................................................................8
2.2 Undertaking the proposed research investigation in accordance with the agreed specification
and process........................................................................................................................................8
2.3 Recording and collecting data from participants from the questionnaire...................................9
TASK 3...............................................................................................................................................10
3.1 Using appropriate research evaluation techniques with justifications......................................10
3.2 Interpretation and analysis the results in terms of original research specifications..................11
3.3 Recommendation and further research areas............................................................................16
TASK 4...............................................................................................................................................17
4.1 Presentation of outcomes..........................................................................................................17
REFERENCES...................................................................................................................................19
APPENDIX........................................................................................................................................21
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TASK 1
1.1 Formulation and recording possible research project outline specifications
Aim: To critically study the main factors that impacting customer satisfaction: A study on easyJet
Airline, UK.
Objectives
 To apprehend different concepts of customer satisfaction.
 To identify importance of customer satisfaction for airline industry of the UK.
 To categorize factors which highly influence customer satisfaction in airline industry of the
UK.
 To recommend methods to easyJet in order to improve the customer satisfaction level.
Literature review: To carry out the following research, the researcher will consider some similar
previous studies to conduct literature review. The selected research papers are as follows:
Author (s) Topic Abstract
Vazifehdust, S. and Farokhian,
S., 2011.
Factors influencing customer
satisfaction with the success
factors identified in the
insurance industry
This article based on customer
satisfaction survey where the
researchers try to determine
factors affecting the insurance
industry. From the study, they
have determined that access,
customer response time and
trust are the major customer
satisfaction factors.
Hwang, J. and Zhao, J., 2010. Factors Influencing Customer
Satisfaction or Dissatisfaction
in the Restaurant Business
Using AnswerTree
Methodology
The purpose of this research is
finding the differences between
satisfied and dissatisfied
customers. From the research, it
has been identified that good
value, tasty food, and restaurant
cleanness are three major
factors that affect customer
satisfaction level.
Gouws, N., 2012 Identifying factors that
influence customer retention in
The following study reveal
customer retention problems
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a South African retail bank. within South African retail
bank along with consumer
satisfaction influence factors.
Safari, M. and Randjbaran, S.,
2016.
The Factors That Influence
Customer Satisfaction Level in
the Mongolian Banking
Industry
This study examines the factors
that influence customer
satisfaction level in the banking
industry along with determines
current service users’
satisfaction level toward the
banking services.
Resource implications
To complete the present study, the research has faced some implications related to time,
funds, data collection, human resources, technical resources etc. Due to lack of proper finance, the
scholar has unable to adopt another primary data collection and information analysis methods. This
implication has limited the findings. On the same side, limitation of time frame has influenced to
the investigator to complete entire study earlier. Along with this, it has unable to choose information
processing tools and techniques to made the findings more appropriate and effective. So, these are
the some major resource implications which have affected the main deliverables of the research.
1.2 Factors that contribute to the process of research project
At the time of selection of following research topic, there have many factors contributed.
Personal interest was one of them factor where the researcher past experience related to buying
services of airlines. With the time of using the different airline services, the scholar has decided to
carry out the research in customer satisfaction area. On the other side, in order to utilize the
knowledge into the practical form, the investigator has taken decision to work in the following
subject. From the gain information and knowledge, the researcher wants to find those factors which
have influenced the customer satisfaction level either in positive or negative manner. Last but not
least reason is the scholar has found the research gap in previous studies. From the past research, it
has determined that all studies have conducted within the respect of banking, retail, construction,
online shopping etc. There have less evidence has found regarding airline industry. To overcome
that research gap, the investigator has decided to carry out the investigation with the respect of
easyJet airline.
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1.3 Critical review of key references
Customer satisfaction
As per the view pint of Vazifehdust and Farokhian, 2013 “customer satisfaction uses by an
organization within the marketing of the products and services” (Vazifehdust and Farokhian, 2013).
As the companies improves different features of services, the expectations of service user increase
with this. Hwang and Zhao, 2010 has stated that “a firm can determine the level of consumer
satisfaction with the help of the review given him for a particular good or service” (Hwang and
Zhao, 2010). In the present time, the following concept is considering as a key performance
indicator for the businesses and it creates a unique and different image of corporate in the
marketplace. In this context, Gouws, 2012 has asserted that “for a company, due to several reasons,
customer satisfaction important for several reasons” (Gouws, 2012). To improve customer
repurchase intentions and gain their loyalty, organizations need to focus on satisfaction level of the
consumers. For instant, by asking to end user to rate his or her satisfaction level on 1-5 rating scale,
management can make sure that consumer will repurchase the same goods in the future or not. The
rebuying decision of the customers towards a particular brand shows their loyalty. This information
helps the firms to adopt the right methods in order to meet the service users’ satisfaction level.
On the other hand, Davaa, Safari, Randjbaran and Randjbaran, 2016 has asserted that
“customer satisfaction has created a point of differentiation for a company in the marketplace and
has helped to survive in tough competition” (Davaa, Safari, Randjbaran and Randjbaran, 2016). In
the present era, there are many of the corporations which are offering the similar services to the
customers at the same time. In the following cut throat situation, it essential to look towards the
consumer satisfaction rather than adding features in products to gain the attention of target group. In
the support of this statement, Deng, Lu, Wei and Zhang, 2010 has explored in his research that
“organizations which are focusing over increase customer satisfaction level, they are gaining the
huge success in the market” (Deng, Lu, Wei and Zhang, 2010). It raises the market share of them
along with sales and revenue of the businesses.
As per the opinion of, Eid, 2011 “Customer satisfaction is essential because it reduces churn
rate of the customers” (Eid, 2011). Low prices of the goods are not only the reason of meet the
satisfaction level of consumers. The major reason of the following issue is ignoring the problems of
the service user which leads to increase dissatisfaction level in them. On the contrast of above
statement, Flint, Blocker and Boutin, 2011 has stated that “customer satisfaction is important for the
organizations because it increase consumers lifetime value” (Flint, Blocker and Boutin, 2011). The
level of satisfaction of service users’ effect revenue of business in both negative and positive
manner. According to Kassim and Asiah Abdullah, 2010, “a high level of customer satisfaction has
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minimized negative word of mouth of publicity of companies” (Kassim and Asiah Abdullah, 2010).
This thing has increased repeat purchase of consumers.
Factors that influence the customer satisfaction
As per the Ryu, Lee and Gon Kim, 2012.“there are different factors which has made impact
on customer satisfaction of the consumers” (). Service quality, prices, complaints management,
previous usage experience etc some major elements which gives shape to the satisfaction level of
the service users either in positive or negative manner. In the context of airline industry of the UK,
these factors have important for the organizations to ensure the satisfaction level of travellers. In the
present time, airline companies are focusing on improving the quality of services so that they can
able to meet the customers’ satisfaction in more effective manner. Along with this, they have tried to
offer various discounts on services so that footfall of travellers can be increased within a small time
frame. Many of the airline firms are offering low cost prices to the UK students to travel. This has
influenced them to repurchase the same airline services in near future (Beard, 2014). Further, the
complaints handling process of airline industry has improved with time and this has one of the
reasons which have responsible to enhance student satisfaction level at significant level.
1.4 Research project specification
In order to conduct the investigation within the context of the main factors that impacting
customer satisfaction in easyJet, the researcher will use some research methodologies. Chosen
research methods for the present study with proper justification are as follows:
Research philosophy: It allows the researcher to comprehend defined research issues in
deep and systematic way. On the basis of the nature of the study, the scholars can either select
interpretivism or positivism research philosophy. When a research is based on subjective concept
than to understand findings and theories, interpertivism research philosophy is taking into the
consideration. While, when a study conduct with the help of setting of some objectives in order to
address the aim then the researchers use positivism research framework (Fiegen, 2010). The current
investigation will organize for easyJet with aim of study the main factors that impacting customer
satisfaction. In this context, the scholar will prepare some objectives and on this basis of this,
positivism research philosophy will be used. With the help of this, the investigator will understand
various concepts related to customer satisfaction and its importance for airline industry of the UK
(Research Methodology, 2015).
Research approach: When a research problem analyse either with the use of theory or by
testing of a hypothesis than the researchers adopt a particular research approach. By considering
this need, this divides into two types i.e. the main factors that impacting customer satisfaction.
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