Factors Influencing Customer Satisfaction in Airline Industry: A Study on Easy Jet

This research project aims to investigate the factors that have influence on the customer satisfaction of Easy Jet. The study will evaluate the significance of customer satisfaction in the context of the airline sector and identify the factors that have an influence on customer satisfaction. The research methodology will involve quantitative research type and data will be collected from primary and secondary sources. The study will provide recommendations to Easy Jet for enhancing the level of customer satisfaction.

UNIT 4: RESEARCH PROJECT

TABLE OF CONTENTS
1.1 Outline research project specifications.............................................................................4
Research questions.................................................................................................................4
1.2 Factors that contribute in the selection of research project..............................................5
1.3 Undertaking a critical review of key references...............................................................6
Theme 1: Customer satisfaction.............................................................................................7
Theme 2: Kano model and customer satisfaction...................................................................7
1.4 Research methodology.....................................................................................................9
TASK 2..........................................................................................................................................13
2.1 Identification of the resources required to carry out the research and explaining the
relationship between research resources and research hypothesis.......................................13
2.2 Undertaking the research through producing the questionnaire.....................................13
2.3 Recording and collating data set.....................................................................................18
TASK 3..........................................................................................................................................24
3.1 Mentioning the appropriate technique for research evaluation stating the reasons........24
3.2 Analysing and interpreting the results of the original research......................................24
3.3 Conclusion and recommendations..................................................................................25
TASK 4..........................................................................................................................................26
4.1 Presenting outcomes of the research the audience of Easy jet airlines..........................26

REFERENCES..............................................................................................................................27

Topic: To analyze the factors that has influence on customer satisfaction and thereby
organizational growth in the context of Airline sector: A study on Easy Jet
1.1 Outline research project specifications
Background of the study
In the current times, customer satisfaction becomes the key for organizational growth and
success. Now, under highly competitive business arena firm can attain success only when it
maintains highly satisfied customer base. Moreover, satisfied customers make use of the services
of concerned firm consistently and recommend the same to others (Kim and et.al., 2013). On the
basis of given case scenario, significant inclination has found in the number of travellers carried
by Easy Jet. GH h Easy Jet is the leading British Airline that operates under both domestic and
international schedule. Easy Jet has 820 routes in more than 30 countries and listed on the
recognized stock exchange of UK such as FTSE 100. Further, after the emergent of low cost
airlines several individuals are encouraged to visit or travel abroad. However, airline industry of
UK is facing customer dissatisfaction which in turn closely impacts both productivity and
profitability of firm. In this, report will shed light on the major factors that have an impact on the
satisfaction of Easy Jet’s customers.
Research aim and objectives
Aim
The aim of the present study is to investigate the factors that have influence on the
customer satisfaction of Easy Jet.
Objectives: Considering the above aim following objectives have been determined such as:
1. To evaluate the significance of customer satisfaction in the context of airlines sector.
2. To identify the factors that has an influence on customer satisfaction.
3. To assess the impact of customer satisfaction on the growth and success of Easy Jet.
4. To recommend the ways to Easy Jet for enhancing the level of customer satisfaction.
Research questions
In order to conduct study in an appropriate manner scholar is required to formulate
appropriate questions on the basis of aim and objected depicted above:

Q.1 What kind of factors have impact on the satisfaction of Easy Jet’s customers?
Q.2 Does customer satisfaction level affect organizational growth and success?
Literature review
According to the views of Agnihotri and et.al., (2016) quality of the services are the main
factors that impact customer satisfaction in airline sector. In the current times, individuals
demand for high quality and luxurious. Thus, when quality of services is less then it places
adverse impact on their satisfaction level. On the other side, Blut and et.al., (2015) argued that in
the airline sector, manner in which service personnel respond to the problem, facing by the
customers have significant impact on customer satisfaction. Further, Bansal and Taylor (2015)
depicted in their study that customer satisfaction is highly influences from the level to which
business unit meets promises done with the customers in terms of quality, time, price and
hygiene. Hence, all such aspects highly impact the level of customer satisfaction.
Research methodology
 Research type: In order to assess problem or concerned issue quantitative research type
will be considered. Hence, by making evaluation of underlying reasons and opinions
solution will be presented.
 Research approach and philosophy: Researcher will use deductive approach and
positivism philosophy to assess the factors that closely influence the satisfaction level of
Easy Jet’s customers.
 Data collection: For meeting research objectives, data will be gathered by the researcher
from primary and secondary sources. Survey will be conducted by the scholar on the
customers of Easy Jet to ascertain the factors that impact their satisfaction level.
 Sampling: Researcher will select 30 customers of Easy Jet through using simple random
sampling technique which in turn highly suits to the qualitative research type.
 Data analysis: Both thematic and descriptive analysis will be done by the researcher to
present appropriate solution of the issue.
1.2 Factors that contribute in the selection of research project
Rationale

There are several factors that encouraged for conducting research on such topic includes
nature of topic, easy access to primary data set and interest area. In other words, it can depicted
that topic of current project is semi-structured which in turn offers opportunity pertaining to
exploring the same. Along with this, by doing survey on the customers of Easy Jet factors that
affect their satisfaction level can easily be assessed. In addition to this, being a researcher,
considering own interest regarding such topic study has been conducted. As researcher, I have
desire to analyze the factors that influence customer satisfaction in the context of Easy Jet,
leading airline company operating in UK. Hence, all such factors have collectively contributed in
the selection of concerned research topic.
Scope and importance of study
Firstly the situation of dissatisfaction of the customers from the services provided by the
organizations in the airlines industry is taken as an important issue. Hence, study and associated
findings will provide high level of assistance to Easy Jet and other airline companies in
developing strategies which in turn enhance both customer satisfaction as well as organizational
success. In addition to this, such study also helps other scholars who wish to conduct study in
same area or topic.
1.3 Undertaking a critical review of key references
An organization should provide services to the target customers in order to make the
services satisfactory to the customers. However, evidences have been gathered in the market
stature from the reviews of the customers of the Easyjet that there is existence of dissatisfaction
of the customers.
It has been assessed in the organizational review by the respondents of the interview
conducted as well as the reviews published in various journals that Easyjet is decreasing on their
quality of services due to increased demand of their services. This has resulted in apparent
increases in the production of the organization however; a gradual degradation of the service
quality has been noticed in the past years (Sengupta et al. 2015). Poor maintenance of the aircraft
has been reported by most of the experienced passengers. The high demand of their services has
been attributed to their limited resources to conduct the business. Therefore, effective methods of
customer satisfaction can be suggested from the learning in the research.

Theme 1: Customer satisfaction
The customer satisfaction is the one of essential criteria that a business must strive to fulfil.
Therefore, there are a number of researches on the factors that are responsible for enhancement
of customer satisfaction as a result of service providence by an organization within a specific
industry. Several studies have protrude a number of factors that can be stated as implacable on
the experience of the customers as an effect of the functioning of Easyjet in the airlines industry
of United Kingdom. A large number of theories have been forwarded in this stature, all of which
can be divided into three major groups. These are attribution, equity and disconfirmation which
can be considered to be viable within the stature of functioning in low cost service suppliers like
Southwest Airlines. According to the expectancy Disconfirmation theory the judgements of the
customers are mainly based on the evaluation of the actual product an industry or a company
sells (Kim et al. 2013). Therefore, the imagery of the brand that is producing a particular service
or a product should be considered by the organization to be provided with favourable quality. On
the other hand, the physiological theories that were identified by Anderson has been used to
explain the impact of the expectancy of the customers as well as their satisfaction has been
considered to be important to be understood to continue their services effectively in the market.
However, the extent of satisfaction and expectancy has also been described with further
examples such as contrast, assimilation, generalised negativity and assimilation-contrast. These
theories have been considered the key to measure the satisfaction levels among customers.
Theme 2: Kano model and customer satisfaction
The conditions of the functioning of the airlines in UK have made it effective for the lower
budget flyers to travel to the foreign countries. However, the detailed study of the UK airlines
industry has produced the evidence of such functioning that does not satisfy the customers in this
sector. It has been made clear by the researchers that a cent percent customer satisfaction is not
possible to be acquired by any industry (Agnihotri et al. 2016). However, provision of
satisfactory results to the customers should be achieved by an industry through integrated
provision of services by different companies. However, it has also been considered that different
sectors of customers should be assisted by companies functioning in differential target market
selection. Therefore, absence of such functioning within the industry has induced the likelihood
of conduction of one such research project. The Kano model provides an account of the level of
satisfaction among the customers in an industry defining the factors that might be attributed to

the same. This model has been integrated in the research to identify the loopholes in the
functioning of Easyjet (Alvesson and Sköldberg, 2017).
Figure: The Kano Model
(Source: Wong and Dioko, 2013)

Figure: Customer Satisfaction Model
(Source: Lakatos, 2014)
The resources that have been considered appropriate for carrying out the research project are
the views and the reviews of the UKCBC students regarding the satisfaction level of usage of
services of Southwest Airlines. Besides, several books and journals have been included in the
study in order to gain knowledge about different postulations of theories of customer satisfaction.
The research has implied on the matter of concern faced by the low cost airlines in UK (Bansal et
al. 2015). The dissatisfaction of the employees in the low cost company like Easyjet has been
found to be the main reason affecting the customer satisfaction level.
1.4 Research methodology
Research type:
There are mainly two research types such as qualitative and quantitative that can be used
for the present study (Smith, 2015). In this, to evaluate or assess the factors that influence
satisfaction of Easy Jet’s customer’s quantitative research type has been selected. Referring such
research type relationship between dependent and independent variables have been evaluated by

the researcher. By taking into account such research type techniques for data collection and
analysis has been selected.
Research approach
In the field of research, researcher employs either inductive or deductive approach for
addressing the issue being investigated. However, selection of research approach is highly
influences from the type of study undertaken. Thus, in this, deductive research approach has
been selected by the scholar to address research questions drafted. On the basis of such approach,
emphasis is placed on confirming observation, pattern and tentative hypothesis by taking into
account existing theoretical framework.
Research philosophy
Interpretivism and positivism are the main two philosophies that researcher can employ
for meeting research aim and objectives. At the time of making selection of research philosophy
scholar needs to keep in mind the type of investigation being carried out (Flick, 2015). In the
present investigation, positivism philosophy has been chosen by the researcher to analyze the
aspects that impact satisfaction level of Easy Jet’s customers. The rationale behind the selection
of positivism philosophy is quantitative research type selected for the present study (Alvesson
and Sköldberg, 2017). Thus, by interpreting quantitative aspects regarding customer satisfaction
solution has been presented by the scholar.
Data collection
Primary and secondary are the main two sources that can be used for data collection.
Hence, data that is gathered through the means of survey, interview, observation and focus group
method known as primary (Dunlap and et.al., 2016). In contrast to this, secondary data refers to
the one that has already been gathered and evaluated by other scholars. In this, for presenting the
suitable view of study data has been gathered by the researcher from both primary and secondary
sources. In the context of primary data, survey has been conducted by the researcher on 30
customers of Easy Jet via questionnaire. By including questions regarding services offered by
Easy Jet satisfaction level of the customers have analyzed. Along with this, to develop
understanding about the topic and analyzing data set in an appropriate manner book, journals and
articles pertaining to customer satisfaction has been evaluated.

Sampling
In survey, due to the limitation of time frame, it is not possible for the scholar to conduct
study on whole assessed population (Mackey and Gass, 2015). Hence, in this, by taking into
account simple random sampling technique 30 customers of Easy Jet has been selected.
Data analysis
For analyzing data set in an appropriate manner, thematic analysis has been conducted.
On the basis of such aspect, by preparing themes in accordance with questionnaire and
supporting the views of respondents from secondary findings data analysis has been done.
Further, graphs have also been included to develop better understanding about the outcome.
Research limitations
Time is considered as the main limitations that impact overall evaluation or assessment of
the study. Hence, for dealing with such limitation gantt chart or time line has been framed which
in turn helps in completing study within the assigned period.
Reliability and validity
For enhancing both reliability and validity of the study, latest data sources, published
after the period of 2008, have been considered by the researcher. Along with this, reference list
and citations have also been included for presenting that data is highly new rather than copied.
1.5 Research plan or Timeframe
Following plan will be undertaken by the researcher to accomplish study with the period of
20 weeks such as:
Activities /
weeks
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Preparing brief
outline
proposal
Drafting
research aim

and objectives
Doing LR for
the
development of
brief thesis
Selection of
research tools
and techniques
Conducting
survey for
primary data
collection
Arranging data
set in a
structured
format
Analyzing data
set
Concluding
findings
Recommendin
g actions for
the
improvement
in customer
satisfaction
level
Doing
formatting of

whole project
as per
institutional
standards
Taking
feedback for
making
appropriate
changes
Final
submission
TASK 2
2.1 Identification of the resources required to carry out the research and explaining the
relationship between research resources and research hypothesis
Research Resources
Factors that have an impact on customer
satisfaction
Journals, books and articles related to customer
satisfaction
Research questions Data analysis using statistical tools such as
mean, mode and median
Research objectives Drafting questionnaire by taking into account
survey monkey and MS-Word
2.2 Undertaking the research through producing the questionnaire
Questionnaire

Demographic information
Name....
Gender
 Male ()
 Female ()
Age
 Under 20 ()
 20 - 30 ()
 31 - 40 ()
 41 - 50 ()
1. What are the main purposes of your travelling?
 Business trip ()
 Vacation ()
 Short breaks ()
 Visit friends and relatives ()
2. Stating the level of your agreement in relation to the below mentioned aspects.
Searching and
buying ticket
from Easy Jet
for travelling
Agree Strongly
agree
Neutral Disagree Strongly
disagree
Website of the
company is
easily accessible
Offers complete
and appropriate

information
Easy navigation
Facilitates online
chatting or
communication
option
Secure payment
system
3. Kindly rate the boarding facilities offered by Easy Jet in terms of satisfaction level.
Boarding
facilities of
Easy Jet are
prominent
Satisfied Highly
satisfied
Neither
satisfied nor
dissatisfied
Dissatisfied Highly
dissatisfied
Easiness
Services are
comfortable
Staff is
friendly
4. Regarding in-flight services
In-flight
services
which are
provided by
Easy Jet
highly
Agree Strongly
agree
Neutral Disagree Strongly
disagree

effective
Staff is
efficient and
supportive
Fresh and
quality food
services
Toilets are
neat and clean
Comfortable
seating
arrangements
5. Baggage allowance facility
System that
is followed
by Easy Jet
to check the
luggage
allowed to
per person
1 (Excellent) 2 (Better) 3 (Good) 4 (Average) 5 (Poor)
While landing
During take-
offs
5. Security

Air services
of Easy jet in
term of
security
1 (Excellent) 2 (Better) 3 (Good) 4 (Average) 5 (Poor)
While landing
During take-
offs
6. Presenting the level of satisfaction regarding the following aspects:
Satisfied Highly
satisfied
Neutral Dissatisfied Highly
dissatisfied
Customer
services
Destination
prices
charged by
Easy Jet is
suitable
7. If Easy Jet will charge high price over other them still would you prefer to use the same?
 Yes ()
 No ()
8. Do you recommend the services of Easy Jet to your friends and family members?
 Yes ()
 No ()

9. Do you want to give any suggestion for the improvement in air services which are offering by
Easy Jet....................Kindly specify if any.
2.3 Recording and collating data set
Theme 1: Business trips and visit to both friends & relatives are the main purposes of your
travelling
Particulars Number of respondents % of responses
Business trips 10 33%
Vacation 7 23%
Short breaks 5 17%
Visit friends and relatives 8 27%
Total 30 100%
Theme 2:
Searching and
buying ticket
from Easy Jet
for travelling
Agree Strongly
agree
Neutral Disagree Strongly
disagree

Website of the
company is
easily accessible
10 9 7 3 1
Offers complete
and appropriate
information
8 7 10 3 2
Easy navigation 11 10 7 2 -
Facilitates online
chatting or
communication
option
9 8 10 3 -
Secure payment
system
10 8 7 3 2
Theme 3:

Boarding
facilities of
Easy Jet are
prominent
Satisfied Highly
satisfied
Neither
satisfied nor
dissatisfied
Dissatisfied Highly
dissatisfied
Easiness 9 9 10 2 -
Services are
comfortable
10 8 7 3 2
Staff is
friendly
8 10 9 3 -
Theme 4:
Agree Strongly
agree
Neutra
l
Disagree Strongly
disagree
Staff is
efficient and
supportive
7 9 8 4 2

Fresh and
quality food
services
6 8 9 5 2
Toilets are
neat and
clean
7 10 9 3 1
Comfortable
seating
arrangements
7 12 8 3 0
Theme 5:

1
(Excellent)
2
(Better)
3
(Good
)
4
(Average)
5
(Poor
)
While
landing
6 9 10 3 2
During
take-
offs
7 9 12 2 0
Theme 6:
Satisfied Highly
satisfied
Neutral Dissatisfied Highly
dissatisfied
Customer
services
8 10 7 3 2

Destination
prices
charged by
Easy Jet is
suitable
9 12 6 3 0
Theme 7: Customers will prefer to use the services of Easy Jet irrespective of high price level
Particulars Number of respondents % of responses
Yes 18 60%
No 12 40%
Total 30 100

Theme 8: Customers will recommend the services of Easy Jet to their friends and family
members
Particulars Number of respondents % of responses
Yes 22 73%
No 10 27%
Total 30 100

TASK 3
3.1 Mentioning the appropriate technique for research evaluation stating the reasons
In the current study, summative research evaluation technique has been used by the
researcher. Such research evaluation technique is highly significant and associated with the
objective as well as quantitative methods of data collection. Summative evaluation technique
helps in assessing the extent to which aim and objectives of the study are met. Referring all such
aspects summative research evaluation techniques have been used.
3.2 Analysing and interpreting the results of the original research
Results and discussion
From primary data assessment, it has found that large number of customers
approximately 33% customers use airline services of Easy Jet while going on business trips. On
the other side, remaining customers undertake the services of Easy Jet for travelling abroad to
meet with friends & relatives (27%) and in vacations (23%). Along with this, outcome of
primary data evaluation shows that large number of respondents agreed that booking facilities
which are offered by Easy Jet considered as effective. Literature review section presents that
quality of services has greater impact on the level of customer satisfaction. Referring such aspect
it can be mentioned that customers are satisfied from the information provided by Easy Jet
regarding booking. In addition to this, now customers give more priority to the level of comfort
and luxury while making selection of services. Further, survey results shows that 9 respondents
were moderately satisfied and 3 dissatisfied from the services given by the personnel. From
secondary data evaluation, it has identified that in the service sector satisfaction of the customers
are highly affected from the skills and abilities of personnel. By taking into account all such
aspects, it can be mentioned that qualities of service staff, pricing strategies and level of luxury
or comfort highly affect satisfaction level of the customers.
3.3 Conclusion and recommendations
Conclusion
By summing up this report, it has been concluded that to assess the factors that have an
impact on customer satisfaction quantitative research type has been used. It can be seen in the
report to respond concerned issue primary and secondary data has been gathered. Further, it has

been articulated that majority of the respondents undertakes the services of Easy Jet for business
trips and travel abroad for meeting to friends and relatives. It can be summarized from the report
that customers of Easy Jet are not facing difficulties in searching it and booking ticket through
online means. It can be stated from evaluation that few of the customers of Easy Jet are not
satisfied with in-flight services. Thus, firm needs to make focus on improving the same because
service quality is one of the most effectual aspects that impact customer satisfaction level. Apart
from this, pertaining to security aspect, 5 customers of Easy Jet marked landing activity as
average and poor. In can be depicted from evaluation that majority of the customers will
recommend services of Easy Jet to their relatives which in turn reflects their satisfaction level.
Thus, for maintaining and enhancing the level of customer satisfaction Easy Jet needs to keep in
mind all the factors which have influence on it while developing strategic framework.
Recommendations
Considering findings, following recommendations are given to Easy Jet which in turn
assists it in increasing both customer satisfaction and loyalty such as:
 It is advised to Easy Jet to lay more focus on hygiene, safety and quality of services
because all such three are the main factors which in turn has an impact on customer
satisfaction. Thus, by providing customers with fresh, quality and hygienic food business
unit would become able to increase their satisfaction level. Besides this, by keeping
toilets cleaner Easy Jet can meet the expectation level of customers which in turn leads
their high satisfaction level.
 In addition to this, company should focus on undertaking competitive pricing strategy
which helps in maintaining both customer base and their satisfaction level. Moreover,
now several airline companies are available that offer travel services to the customers at
low prices. Along with this, customers are price sensitive in nature and prefer to
experience travel services of the company which maintains appropriate quality and price.
Thus, by undertaking competitive pricing strategy Easy Jet can influence the decision
making aspect of customers and lead satisfaction among them.
 Further, company should focus on taking feedbacks from customers on a continuous
basis. This in turn helps them in understanding the expectation level of customers and

loopholes take place in the existing services. Thus, by making focus on all such aspects
Easy Jet would become able to serve customers as per their need and expectation level.
TASK 4
4.1 Presenting outcomes of the research the audience of Easy jet airlines
Enclosed in poster.

REFERENCES
Books and Journals
Agnihotri, R. and et.al., 2016. Social media: Influencing customer satisfaction in B2B
sales. Industrial Marketing Management. 53. pp.172-180.
Alvesson, M. and Sköldberg, K., 2017. Reflexive methodology: New vistas for qualitative
research. Sage.
Bansal, H. S. and Taylor, S. F., 2015. Beyond service quality and customer satisfaction:
investigating additional antecedents of service provider switching intentions. In Proceedings
of the 1999 Academy of Marketing Science (AMS) Annual Conference (pp. 75-82). Springer,
Cham.
Blut, M. and et.al., 2015. How procedural, financial and relational switching costs affect
customer satisfaction, repurchase intentions, and repurchase behavior: A meta-
analysis. International Journal of Research in Marketing. 32(2). pp.226-229.
Dunlap, G. and et.al., 2016. Contributions of Single Case Research Methodology to Early
Childhood Special Education. Childhood. 36(1).
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Kim, S. H. and et.al., 2013. A longitudinal investigation to test the validity of the American
customer satisfaction model in the US hotel industry. International Journal of Hospitality
Management. 35. pp.193-202.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Sengupta, A. S., Balaji, M. S. and Krishnan, B. C., 2015. How customers cope with service
failure? A study of brand reputation and customer satisfaction. Journal of Business
Research, 68(3), pp.665-674.

Smith, J. A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Smith, L.T., 2013. Decolonizing methodologies: Research and indigenous peoples. Zed Books
Ltd..
Wong, I. A. and Dioko, L. D. A., 2013. Understanding the mediated moderating role of customer
expectations in the customer satisfaction model: The case of casinos. Tourism
Management, 36, pp.188-199.