To Analyze the Impact of Cabin Crew Performance on EasyJet Customers

This research report, titled "To analyse the impact of cabin crew performance on the satisfaction level of customer in aviation industry- Study on EasyJet," examines the critical relationship between cabin crew performance and customer satisfaction within the context of the low-cost airline, EasyJet. The report begins with an introduction that outlines the aims, objectives, and rationale for the study, emphasizing the importance of customer satisfaction in the competitive aviation industry. It then delves into factors contributing to the research, including the researcher's academic motivations and interest in the topic. A critical review section explores existing literature on customer satisfaction, the services provided by cabin crew members, and the direct correlation between crew performance and customer satisfaction levels. The research methodology section details the research approach (inductive), philosophy (interpretivism), data collection methods (primary through questionnaires and secondary through literature review), data analysis techniques (qualitative), and sampling strategies. The report aims to provide insights into how cabin crew performance influences customer satisfaction and to suggest ways to improve customer experiences within EasyJet.

Research Project
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TABLE OF CONTENTS
TASK 1............................................................................................................................................3
1.1 Formulate and record possible outline of project..................................................................3
1.2 Factors that contribute to the process.....................................................................................3
1.3 Critical review........................................................................................................................4
1.4 Research specification...........................................................................................................6
1.5 Action plan.............................................................................................................................7
TASK 2............................................................................................................................................8
2.1 Match resources efficiently to the research questions...........................................................8
2.2 Proposed research investigation.............................................................................................8
2.3 Collection of data.................................................................................................................10
TASK 3..........................................................................................................................................13
3.1 Research evaluation techniques...........................................................................................13
3.2 Interpretation and analysis of data.......................................................................................13
3.3 Recommendation and further areas for consideration.........................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
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Title
“To analyse the impact of cabin crew performance on the satisfaction level of customer in
aviation industry- Study on EasyJet.”
TASK 1
1.1 Formulate and record possible outline of project
Aims- To analyse the impact of cabin crew performance on the satisfaction level of customers- A
study on EasyJet.
Objectives-
 To assess the concept of customer satisfaction in aviation industry.
 To analyse the services rendered by the cabin crew in the EasyJet.
 To analyse the relationship between cabin crew performance and customer satisfaction in
EasyJet. To recommend ways in which customer satisfaction can be improved through crew
performance in EasyJet.
Rationale for the study
With the changing travel preferences as well as increase in the low budgeted airlines has
assisted in selecting this topic. The customers or passengers are more likely to prefer to budgeted
services that meet their requirement and travel and needs (Mayr and Zins, 2012). The key
rationale for selecting this topic is that UKCBC student mainly prefer to select the services of
EasyJet. Therefore, it is essential to measure the impact of performance rendered by crew
members of airline to their passengers and customers. Along with this there are different past
studies conducted on measuring the satisfaction level of customers within the aviation industry
but selecting this topic would measure the impact of cabin crew member performance on the
satisfaction level of passengers.
1.2 Factors that contribute to the process
There are different factors that contribute in the selection of this topic the foremost factor
that contribute to the process include researcher need to grow their academic qualification
through conducting this study. Along with this another factor that contribute in the process
include the interest of the scholar towards the research project. Interest among the researcher
consider as the major factor that contribute in successfully conducting the research.
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1.3 Critical review
Customer satisfaction in aviation industry
Within the service industry performance rendered by the staff considered as a significant
role that persuade or influences the satisfaction level of the customers. Thus, in the airline
delivering quality services by the cabin crew members also assists in satisfying the requirement
and needs of their passengers and customers. As per the view of Baker (2013) customer
satisfaction is consider as a key approach that assists in enhancing the performance of airline
through engaging in purchasing their services against the competitors airline in the industry.
Along with this, it has been also assessed that customer satisfaction within the aviation industry
also support in benefiting the airline organization in enhancing their brand image, engaging in
customer loyalty through choosing their airline services from their rival companies. Along with
this, Cina (2013) has also stated that when the services provided by the airline meet their
expectation level then in such circumstances it results in satisfying the passengers. On the
contrary to this, when the services provided by the staff members within the airline do not meet
the level of expectation then in such situation the perception of passenger towards the services
quality gets hamper and customers are not usually satisfied with the airline services. With the
changing preferences and travel needs of the customers it is essential for the airline company as
well as cabin crew members to meet the expected service quality by offering range of in-flight
services. From the view point of Namukasa (2013) customers satisfaction is consider as the
significant goal within operations that results in building the reputation of airline in the aviation
industry. Therefore, it is required by top authority within the airline industry to deliver the
services accordant with the requirement and needs of the passengers that results in meeting their
expectation level that benefit the whole aviation industry.
As per the Gurcan and et.al., (2019) customer satisfaction is always top of mind for
airlines. Unhappy or disengaged customers naturally mean fewer passengers and less revenue. It
is very important that customers should have excellent experience every time they travel. In
aviation industry customers are looking to develop more personal connection with the company
through various tools and channels like social media and for a better digital experience of
customers entirely. According to the views Tanomsin and Chen, (2018) customer satisfaction not
only just impact on the bottom line of the businesses but it also impact on the moral of team as
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well as employee turnover. It can be included that airline industry is very competitive and only
customer will be factor of travelling process and does not lay on customer service or flight
safety. From view point of OMOLLO and et.al., (2016) giving customer satisfaction is one of the
most important strategy which airline company should be following so that they could be able to
attract more customers.
Services rendered by the Cabin crew members
Cabin crew members within the airline deliver range of the exceptional services to the
passengers and customers so that it may satisfies their requirement. According to Chen and Hu
(2013) within the airline industry there are different form of services that are offered by the cabin
crew members within the airline it mainly focuses on in-flight services. The key service that is
delivered by the cabin crew member is related with pleasing the passengers by allowing them to
reach at the their place, greeting them in the flight etc. that would make their travel experience
more comfortable. On the other hand, another services that are rendered by the crew members
within the flight include maintaining the decorum within flight by being polite with the
customers and passengers. Performing the required services accordant with the customers and
passengers so that they may not get anxious within the flight. Therefore, Jenatabadi (2013) has
stated that it is required by the cabin crew members to engage in polite activities so that it may
act as the benchmark for them to provide quality services. In addition to this, another services
that are rendered by the cabin crew members within the flight include making passengers
comfortable so that they have pleasing and delightful journey (Soomro and et.al., 2012). Often
the passengers have problem with the another passengers sitting just next to them in this situation
cabin crew member need to deliver proper services by changing their seats and making them
comfortable.
Moreover, cabin crew members within the airline also need to deliver services related
with constant checking that customers needs anything in the flight or not (Lewis, 2013). For
instance, crew member in the flight must provide them extra pillow and blanket if they requires
so that they may have happy and relaxed journey. Therefore, all the above are the different
services that are delivered by the cabin crew members so that they may easily satisfy their
customers and passengers.
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As per the views of Chute, (2017) Air cabin crew members provide excellent customer
service to the travellers while making sure the comfort as well as safety throughout the flight.
They are provided with the training to deal with emergency situation and security that might be
rises and can administer first aid to passengers. According to the views of Taylor and Moore,
(2015) cabin crew members also check the seat belt of passengers and all the galleys are secure
before take off of flight. Further, they also provide first-aid when it is required by customers.
They are directly responsible for the providing better customer experience.
Relationship between cabin crew performance and customer satisfaction
From the view point of Oliver (2014) it has been assessed that there is relationship
between the services rendered by cabin crew members and the satisfaction level of the
customers. For instance, during the air travel passengers expect to have comfortable and relaxing
journey that could be accomplished with delivering the quality services by the cabin crew
members in the flights (Petzer, De Meyer and Svensson, 2012). In the situation when cabin crew
member delivers the wrong services then could negatively impact on the mindset of customers
and they would think twice before choosing the same airline services. Therefore, it is said that
services of the cabin crew member performance have direct relationship in satisfying the
customers. Along with this, Singh and Sushil (2013) has also stated that with in the
circumstances if cabin crew members renders the required in-flight services to their passengers
and customers then it would assists in meeting their service quality that positively results in
satisfying them that directly impact the performance of budgeted airline in the aviation industry.
On the contrary to this, effective cabin crew performance in the flight would outcome in
delivering quality services that build trust among the customers that often results in repurchasing
their airline services from their competitors (Hsu and Liou, 2013).
According to the Hussain, Al Nasser and Hussain, (2015) there is a direct relationship
between the customer satisfaction and the performance of cabin crew as if the performance of
cabin crew is up to the mark it will allow better satisfaction of customers. On the other hand, if
the performance of cabin crew members are not good it will negatively affect the satisfaction of
customers. Efthymiou and et.al., (2019) stated that, to make long term relationship with
customers it is very essential that the cabin crew members are well trained and experienced.
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1.4 Research specification Research approach- The foremost research specification include research approach that
focuses on two type of technique for conducting the research on the stated topic. There
are two types of research approach that is inductive and deductive approach
(Bhattacharyya, 2009). For the present research the selected research approach will be
inductive approach as it is mainly based on the qualitative research study. Research philosophy- Another aspect in the research methodology is philosophy that is
defined as notion or belief of the researcher regarding conducting the research that is
accumulation, measuring as well as analysing the data. There are different forms of
research philosophies used by the researcher. For the present study scholar will focuses
on the interpretivism through which researcher will interpret the accumulated data and
information for completing the study. Interpretivism research philosophy is mainly
associated with qualitative research study and it evaluate more better outcomes when the
sample size is small. Data collection- Another specification within the research methodology include data
collection that assists the scholar in accumulating the reliable and valid information for
conducting the study in the proper manner (Crowther and Lancaster, 2012). Therefore,
investigator will focuses on using different collection method for gathering the data and
information on the customer satisfaction within the airline industry. The selected method
of data collection will be primary source through designing the questionnaire and
secondary source of data collection through which researcher will conduct the literature
review on the topic. Data analysis- Research methodology also focuses on the data analysis is consider as an
procedure through which researcher may easily measure the accumulated data on the
customer satisfaction so that they may come to the desired outcome (Daniel and Sam,
2011). There are two different forms of analysing the data that include qualitative
analysis and quantitative analysis. For the present research the selected data analysis
technique will be qualitative analysis in which researcher will devise the themes on the
basis of designed questionnaire so that they will acquire reliable results.
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 Sampling- Another research specification include sampling it is concerned with selection
of the unit or sample from the overall population so that they may easily represent the
population. Therefore, choosing effective sample will support the researcher in gaining
accurate and reliable information that benefit in attaining the aim of study (Dey, 2002).
There are different kind of sampling techniques that is simple random, probabilistic, non-
probabilistic sampling etc. For the present investigation the researcher will focuses on
choosing simple random sampling so that all the customers gets fair and equal chance to
get selected for the study.
 Ethics: When it comes to conducting research on any topic of the study, it is very
important to consider ethics and norms. It is the critical part of the study. With the help of
the set standards and norms it becomes easy for the researcher to distinguish between
what is right and wrong. Researcher will prove the study to be valid and ethical by
following all these norms and standards stated below-
 Investigator will not subject to harm in any way.
 Research worker will respect the dignity of participants.
 Full consent will be obtained from the respondents.
 The protection as well as security of the information or data will be ensured by
the scholar.
1.5 Action plan
Tasks Week
1
Week
2
Week
3
Week 4 Week 5 Week
6
Week
7
Week
8
Devising title, aims and
objectives
Conducting literature
review
Drafting research
specification
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Framing research
questions
Devising questionnaire
Collection of the data
Interpretation and
analyzing
Recommendation and
further areas for
consideration
Conclusion
TASK 2
2.1 Match resources efficiently to the research questions
 What is the concept of customer satisfaction in aviation industry?
 What are the services rendered by the cabin crew in the EasyJet?
 What is the relationship between cabin crew performance and customer satisfaction in
EasyJet? What are the ways in which customer satisfaction can be improved through crew
performance in EasyJet?
(B) Relationship between research resources and research questions
There is relationship between research resources and research questions that is with the
proper and effective resources it support the researcher in attaining and accomplishing the
research question that support in conducting the research in correct manner.
2.2 Proposed research investigation Research approach- The foremost specification in the research investigation include
research approach through which the researcher can easily focuses on the way in which
they conduct the successful research (Khan, 2011). Researcher presently uses the
inductive research approach for the title so that through which they can easily attain the
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aim of overall report. The justification for choosing inductive approach for the study as it
assists in observing the aims and then applies the general theory that would be applicable
on EasyJet within the aviation industry (Descriptive Research Design, 2015). Research philosophy- Another element within the research methodology is research
philosophy it is consider as the broad term that mainly comprises of belief as well as
feeling through which scholar conduct the research. Therefore, it is said that it may also
termed as the thinking of the way in which researcher would conduct the study to
accomplish its aims (Kothari, 2004). For the present study the chosen philosophy is
interpretivism as with framing the questionnaire research has been engaged in devising
the theme in which researcher would interpret the collected data that results in attaining
the desired output. Research design- Another component in research methodology include research design it
is defined as detailed arrangement that support the researcher in conducting the study in
proper manner (Kuada, 2012). There are different types of research design technique that
is descriptive, exploratory, case study etc. for the present research project the researcher
has chosen descriptive design technique in which they engage in the in-depth analysis for
gathering the data and information. Data collection- Another element within the research methodology include data
collection method through which investigator can easily collect and accumulate the data
for executing research in proper manner. For the present research the selected sources for
collection of data include primary sources and secondary sources (Kumar, 2010). With
the help of selecting primary source researcher easily devise the questionnaire that
support in fathering first hand information and data from the customers regarding their
satisfaction level through selecting the flight services of EasyJet. On the other hand,
secondary sources has been also used by the researcher for collecting the data that is
online publisher, journals, articles etc. that support them in conducting the literature
review on the topic of analysing the impact of cabin crew performance on the satisfaction
level of customers. Data analysis- Another essential part within the research methodology include data
analysis it is consider as a procedure through which the collected data has been analysed
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and measured with the key goal or aim of the research project (Quantitative versus
qualitative methods, 2007). The present study focuses on the qualitative technique as it
focuses on formulating the questionnaire on the basis of which themes are prepared by
the researcher that assists in measuring the actual satisfaction level of customers.
 Sampling- Another significant component within the research methodology include
sampling it is not possible to data from all the customers those who uses the services of
EasyJet. Therefore, sampling technique is been used that ensure selection of proper unit
or sample that represent the whole population. For the present research simple random
sampling has been used to select the customers of airline and the selected sample size for
the research are 25 loyal customers of the airline that often choose their services over the
other airline company.
2.3 Collection of data
Are the services provided by the cabin crew members of EasyJet
satisfy your requirements? Number of respondents
Yes 20
No 5
11
Yes No
0
5
10
15
20
Passengers are satisfied with the services provided
by the cabin crew members.
Column B

What are the skills that your prefer from the flight attendant or cabin
crew members in the flight? Number of respondents
Interactive 9
Problem solving 10
Empathy and patience 6
12
9
10
6
Cabin crew member need to be have probelm
solving skills.
Interactive
Problem solving
Empathy and
patience
Yes
No
0 2 4 6 8 10 12 14 16
Yes cabin crew members check the
requirement and needs of the
customers.
Column B