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

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.