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

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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