Factors for Customer Satisfaction and Overall Performance: A Case Study on Easy Jet

This research study focuses on the factors accountable for customer satisfaction and overall performance of Easy Jet. It aims to identify the reasons for customer satisfaction, evaluate the impact of price increase on customer satisfaction, and provide recommendations for improving customer satisfaction. The study uses qualitative research methodology and data sampling techniques to gather data from loyal customers of Easy Jet. The findings will help Easy Jet in enhancing customer satisfaction and establishing a strong market position.

UNIT 4. RESEARCH
PROJECT

TITLE –
“To know the reasons/factors accountable for customer satisfaction, the overall
performance and to find the measures to eliminate dissatisfaction: A case study on Easy jet”
TASK 1 INTRODUCTION
1.1 Overview of research
Each business in this modern age is focused in satisfying their needs and wants of
customers to retain them so they will enhance their overall sales and profitability ratios. Easy Jet
are airline firms and they are providing effective services to all their customers at very
economical prices (Best, 2012). These firms are running their operations at domestic and
international levels and they are covering almost 40 countries from their business operations.
These firms were owned by East groups and it was classified under East Group. They are mainly
working to provide effective services to all their potential customers and establish their strong
images at market places.
The main research is based on satisfying customers who are using services of Easy jets.
They are having their operations all around the globe and they are mainly working in order to
retain loyal customers who will enhance their overall sales and profitability ratios. Managers of
Easy Jets are working to develop innovative tools by which they can easily capture attention of
all their customers. As there is increase in competition and there are many rivalries who are
dealing in similar business operations thus they need innovative ideas for gaining attention of
customers (Conceição and Altman, 2011). This can be achieved if they are offering different type
of services to all their potential customers according to their needs. They have established good
images at market places as they are offering services at low prices, so customers can easily
afford them. The present research is based on factors which are beneficial to provide satisfaction
to their customers and this can be achieved if they are developing new and innovative ideas in
order to satisfy their clients.
1.2 Identifying factors that contribute in research project selection
There are several factors that collectively contribute in the research project selection. The
rationale behind the selection of such topic is that customer satisfaction has gained high level of
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importance in the current times. In the competitive business arena, firm can attain success only
when it builds and maintains loyal customer base. Thus, such study will help in assessing the
factors that have significant impact on the satisfaction level of Easy Jet’s customers. Further, my
interest in field of customer satisfaction and airline sector has also contributed significantly in the
research topic selection.
1.3 Research Aim
This is one of the vital part of research and it is based on executing all business activities
in right directions, so firms can easily attain growth and success in their overall operations. The
main aim of research is related with “To know the reasons/factors accountable for customer
satisfaction, the overall performance and to find the measures to eliminate dissatisfaction”.
1.4 Research Objectives
All the research objectives are based on the aims of the research. This is a crucial factor as it
helps in establishing effective outcomes for the overall research activities. The major objectives
of the research activities are evaluated below as:
1. To understand the concept of customer satisfaction
2. To determine student’s level of satisfaction with Easy Jet
3. To evaluate the impact of increase in prices on the level of student’s satisfaction
4. To make recommendations on customer satisfaction with reference to service quality and
price
1.5 Research Questions
These research questions are formulated based on determined objectives. These research
questions are very beneficial in order to provide directions to all research activities, so they will
be carried out in effective and planned ways. The research questions are described below as:
RQ1: What are the factors of customer satisfaction?
RQ2: How customer satisfaction could be improving?
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TASK 2 LITERATURE REVIEW
In this section of research number of scholars are going to explain their views on various
methods of monitoring customer satisfaction level toacquire consumer trust or loyalty. However,
it has been analysed that an organization is putting maximum efforts in satisfying needs or
demands by conducting various programmes or sessions.
The concept of customer satisfaction
According to views of Costen and Salazar, (2011). Customer satisfaction is related with
offering products and services to customers in order to satisfy their needs and wants so they will
enhance their overall sales and profitability ratios. Easy Jet are mainly working to retain satisfied
customers by providing them effective services at low prices. The concept of customer
satisfaction is related with retaining good images in minds of customers about the products and
services in order to maintain loyalty among all their customers and they will not use the services
from other rivalries. Customer satisfaction is an important and vital factor as it results in
managing the overall business operations and making changes wherever it is required so that all
their offered services can be easily monitored.
According to the study of Daley, (2012) it is analysed that the major concept of customer
satisfaction is related with retaining loyalty aspects of clients so they will enhance future sales
and firms can develop plans in order to expand their operations globally. If all the customers are
satisfied with the products, then it results in achieving competitive gains at market places as
customers will not prefer to buy goods from their rivalry firms. There should be mainly focus on
firms on providing quality products and services to their customers to retain their loyalty thus
achieving strong and effective positions for firms. It is essential for organization to satisfy needs
or demands of distinct customers because they are act as a final user of products or services
offered by selected firm.In fact, overall success or development of a company is fully depend
upon happiness of users because finished products are consumed by them only. Moreover,it also
shows management of an enterprise in an appropriate manner and their way of managing each or
every factor. However, this term is all about retention of clients in an effective manner with the
use of several tools or techniquesto gain their trust as well as needs to build the long-term
relation with entire society.
To determine student’s level of satisfaction with Easy Jet
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The satisfaction level of customers can be determined with the help of following factors
which are evaluated below as:
Feedback: This is the most crucial factor which is valuable for firms in order to determine
that their customers are satisfied with the offered products and services or not. The feedback
which are given by customers firms should focus on implementing changes where they are not
able to able to satisfy their customers, so they will easily achieve success in their venture.
Customers can give the feedback in both positive and negative aspects thus firms should make
plans to focus on both the positive and negative factors in order to achieve growth and success in
their overall business operations.
Monitor: This is also vital method to evaluate satisfaction level of customers by
monitoring all their activities with the help of emails, chatting or giving direction to employees
with the help of cell phones. There can be interactions with customers by providing them
information’s about their new products and services with the help of cell phones in order to
enhance footfall of customers who will use their products and services in order to achieve loyalty
of all their clients.
Different methods to evaluate the impact of increase in prices on the level of student’s
satisfaction
According to the study of Eid, (2011) it has been identified that if firms have made plans
in order to increase the prices of products and services which are offered by them then there
customers will not be satisfied as they are getting the same Quality of services on higher prices.
The customers can only be satisfied if they are getting additional services for higher amount and
there is also increase in quality of services which are offered to all their potential customers.
Retention of customers: If firms are offering same levels as compared with the rivalry
firms on higher prices then customers will not be satisfied, and they will not make plans in order
to buy products thus their sales and profitability ratios will be greatly affected by these
operations. In order to retain loyal customers firms had to develop plans so they can easily
satisfy their customers by keeping prices similar to those which are offered by rivalry firms.
Retaining loyal customers are beneficial for firms to enhance their overall sales and profitability
ratios so they can establish strong images in future times. Thus, firms should focus on keeping
economical prices for their products in order to achieve loyal customers who will be using their
products and service in order to travel from one location to another.
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Recommendations on customer satisfaction with reference to service quality and price
Satisfied customers can be retained by firms if they are making plans in order to provide
value added services to all their clients at economical prices. This is beneficial factor for firms in
order to achieve loyal customers who will not buy products and services from their rivalry
business. Firms can focus on analysing all the strategies which are adopted by their rivalry
business and then they should develop plans in order to adopt them so they can easily satisfy all
their by delivering them products according to their demands. Easy Jet should mainly focus on
providing quality services to all their customers as it results in increasing footfalls of customers
who will be buying their offered products and services.
Significance of customer satisfaction
Easy jet is playing a key role in satisfying needs or desires of distinct customers by
offering them with best or qualitative products which aids an association in generating more or
more revenue. In fact., number of reasons are identified which shows that customer satisfaction
is very much essential for success or development of overall enterprise. Therefore, some of the
essential components are describing as follows:-
 Maximization of profit:- According to this element it has been assessed that one of the
major element is acquiring maximum revenue by creating long term relations with
millions of clients.
 Goodwill:- Image is indispensable for success or development of an organization which
is only gained by acquiring trust or loyalty of millions of customers. In fact, most of the
consumers get attracted towards products due to positive image of an enterprise at
marketplace.
Thus, at last it is analysed that above factors show that customer satisfaction is mandatory for
success of Easy jet because it aids them in attaining company objectives in a minimum time.
2.1 Matching resources with the questions
For carry out research or study more effectually, resources such as books, journals and
scholarly articles related to customer satisfaction is highly required. Hence, by using such
resources data brief thesis has been prepared in a theoretical manner. Along with this, such
identified resources are highly linked with the research questions. Moreover, the main objective
of research is to analyze the factors that impact satisfaction of Easy Jet’s customers. Hence,
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using secondary data sources related to customer satisfaction research questions can be addressed
prominently.
TASK 3
3.1 Use appropriate research evaluation techniques in the context of present study
In the context of present study, formative research evaluation technique has been used.
The reason behind the selection of such technique is that it provides high level assistance in
assessing loopholes within the suitable time and thereby helps in making appropriate
modifications for improvement. Thus, such evaluation technique is highly significant which in
turn assists in conducting research in the best possible way.
RESEARCH METHODOLOGY
This is one of the most important part of research work. The investigator can use both
qualitative and quantitative types of data for their research activities. The qualitative data are
based on quality aspects and they help in gathering accurate information’s while the quantitative
data are based on numerical values. In the current research qualitative data are used as it helps in
gathering correct data by applying effective tools and techniques.
3.1 Research Design
These are described as blueprint which are beneficial to carry out research operations in
right directions. There are mainly three type of research design such as exploratory experimental
and descriptive research design. In the current research descriptive designs are used as they are
valuable in order gather quality data which are effective.
3.2 Research Philosophy
The main research philosophies which are used by researcher are evaluated as positivism
and interpretivism as they helps in executing all activities in right directions. In this research
interpretivism philosophies are used to gather effective data so valuable outcomes can be
achieved by them for their research.
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3.3 Research Approach
The approaches which are used by the researcher are mainly described as inductive and
deductive approach by nature. In the present research inductive approaches are used as they are
beneficial to develop new and innovative theories by collecting data in effective ways.
3.4 Data Sampling
This is also most vital part of research as it helps in collecting sample from original
number of populations. There are two types of sampling which are used in research such as
probabilistic and non-probabilistic sampling and in this research both these techniques are used
for collecting data. The sample size is 25 persons who are loyal customers of Easy Jet and they
are availing all the services which are offered by them thus enhancing their overall sales and
profitability ratios.
3.5 Ethical consideration
This is a crucial factor as it helps in resolving all the issues which are faced by researcher
in their operations. The major difficulties which were faced by them are related with time as they
were not given sufficient time to carry out all their research activities in effective ways and they
were also not having money in order to apply new and innovative tools and techniques for
achieving success in their research.
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TASK 4 Data analysis
This is one of the most important and vital component of research as it results in
evaluating all the data which are collected by investigator in effectual and planned ways thus
attaining growth and success in their business operations. The data are presented with the help of
questionnaire which are evaluated below as:
Data Analysis
QUESTIONNAIRE
Q1 What factors are valuable in order to retain satisfied customers by Easy
Jet?
Frequency
 Quality services 10
 Economical prices 12 Effective time schedule of flights 3
Q2 Does quality aspects helps in gaining satisfied customers? Frequency
Agree 19
Disagree 6
Q3 The types of services which are offered to customers by Easy Jet? Frequency Domestic Flight 12
 International Flight 8
 high quality food 5
Q4 The services which are offered by firms are beneficial in order to satisfy
needs and wants of all their clients?
Frequency
Yes 21
No 4
Q5 What plans are developed by firm in order to gain attention of
customers?
Frequency
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Discounted rates of flights 7
CSR Activities 5
Quality services 8
Lower economic cost 5
Q6 What is the satisfaction level of customers with the services which are
offered by firms?
Frequency
Satisfied 20
Dissatisfied 5
Q7 The safety measures which are used by Easy jets in order to make
travelling safe and secure for their customers?
Frequency
 Information about safety tools 6
 Provide life insurance 9
 Airbag/ Para-shoot facilities 11
Q8 What ratings will you give to the offered services of Easy Jet Frequency
 Excellent 6
 Good 12
 Average 4 Satisfactory 3
Q9 Provide recommendation so firms can easily make improvements in
products and services which are offered by them.
Thematic Analysis
Theme 1: Factors which are valuable in order to retain satisfied customers by Easy Jet?
Q1 What factors are valuable in order to retain satisfied customers by Easy
Jet?
Frequency
 Quality services 10
 Economical prices 12
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 Effective time schedule of flights 3
Interpretation: From the above pie chart it can be concluded that if firms wants to retain
loyal customers then they should focus on keeping low prices of their products as customers can
avail their services as it is according to their budgets as 12 out of 25 respondents are in favour of
this and 10 said they should focus on quality aspects as it helps in buying products and services
by customers and 3 said that fights should take off according to their schedules and there should
not be any delay in these services.
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Theme 2: Quality aspects helps in gaining satisfied customers
Q2 Does quality aspects helps in gaining satisfied customers? Frequency
Agree 19
Disagree 6
Interpretations:From the above graph it has been concluded that Quality factors plays an
important role as it helps in achieving satisfied customers who will be using their services as 19
out of 15 customers are in favour of this and 6 said these services are not valuable in gaining
satisfied customers who will be buying their products thus enhancing their profitability.
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Theme 3: Types of services which are offered to customers by Easy Jet
Q3 The types of services which are offered to customers by Easy Jet? Frequency Domestic Flight 12
 International Flight 8
 high quality food 5
Interpretations: From the above graphical presentation it can be concluded that Easy jet
were mainly dealing in offering domestic flight services to their customers as 12 out of 25
customers are in favour of this 8 said that they were providing international flights to their
customers and 5 said that they were offering quality food products to their customers thus
retaining them for long time.
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Theme 4: Services which are offered by firms are beneficial in order to satisfy needs and wants
of all their clients
Q4 The services which are offered by firms are beneficial in order to satisfy
needs and wants of all their clients?
Frequency
Yes 21
No 4
Interpretations: From the above graphs it is analysed that all the services of Easy Jets
were helpful in satisfying needs and wants of all their potential clients as 21 out of 25
respondents are in favour and 4 have given their views that their services were not effective thus
needs and wants of customers are not fulfilled.
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Theme 5: Plans are developed by firm in order to gain attention of customers
Q5 What plans are developed by firm in order to gain attention of customers? Frequency
Discounted rates of flights 7
CSR Activities 5
Quality services 8
Lower economic cost 5
Interpretations: From the above pie chart it is analysed that customers attentions can be
gathered if firms are making plans in order to offer flight to customers at discounted prices as 7
out of 25 customers were in favour of this equally 5 respondents said that they should make
plans in order to implement CSR activities in order to make development in the society and 8
customer said that they should focus on quality aspects in order to attract customers who will be
buying their products.
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Theme 6: Satisfaction level of customers with the services which are offered by firms
Q6 What is the satisfaction level of customers with the services which are
offered by firms?
Frequency
Satisfied 20
Dissatisfied 5
Interpretations: From the above report it can be concluded that mostly all the customers
are satisfied with the products and services which are offered by firms as 20 out of 25
respondents are in favour of this aspect and 5 said that the offered services are not able to satisfy
their customers and it results in enhancing sales and profitability of business.
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Theme 7: Safety measures which are used by Easy jets in order to make travelling safe and
secure for their customers
Q7 The safety measures which are used by Easy jets in order to make
travelling safe and secure for their customers?
Frequency
 Information about safety tools 6
 Provide life insurance 9
 Airbag/ Para-shoot facilities 11
Interpretations: From the above pie diagram it has been concluded that the safety
measures which are adopted by firms are valuable in order to provide airbags facilities to all their
customers in case of difficulties as 11 out of 25 respondents are in favour of this aspect a9 said
that they were providing life insurance services to all their customers and 6 said customers were
made about the use of safety tools in case of emergency.
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Theme 8: Ratings will you give to the offered services of Easy Jet
Q8 What ratings will you give to the offered services of Easy Jet Frequency
 Excellent 6
 Good 12
 Average 4 Satisfactory 3
Interpretations:From the above graphical presentation it has been concluded that most of
the customers gave good ratings to the services which are offered by Easy Jet as 12 out of 25
respondents are in favour of this aspect6 gave them excellent ratings 4 customers gave average
grade to the products and services which are offered by them and 3 customers gave satisfactory
ratings to their services.
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CONCLUSION AND RECOMMENDATION
5.1 Conclusion
From the above report it has been concluded that Easy Jet have made plans in order to
satisfy their customers by offering them quality and value-added services. This is most vital
aspects as it helps them to retain loyal customers who will enhance their future sales and
profitability ratios. Firms can make plans in order to develop new and new innovative strategies
which are beneficial in order to capture attention of their clients, so they can avail their offered
services thus gaining success in their overall business operations. Quality is also vital factors
which helps in achieving trust of customers and they will not buy products from the rivalry
firms. According to the present era of competition firms are mostly focused towards satisfying
needs of their customers by offering them products according to their choices.
5.2 Recommendation
Brand recognition are vital factors for firms which helps in creating awareness among
public, so they can purchase their products thus enhancing their overall sales and profitability
ratios. Customers are blood cells of every organisation thus firms should make plans in order to
analyse trends at market places and accordingly manufacture products. All the complaints of
customers should be handled effectively to develop healthy relations with all their potential
customers. They focus of firms should be on hiring skill and talented employees who can
develop innovative ideas by which they can easily expand their overall business operations all
around the globe. The researcher should focus on completing all research operations in the
desired times that have been allotted to them, so they will attain growth and success in their
overall operations.
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APPENDIX
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