Customer Satisfaction Analysis: A Case Study on EasyJet

This research project investigates customer satisfaction within the aviation industry, with a specific focus on EasyJet. The report begins with an introduction that outlines the background of the research, defines the research question, provides a literature review, and presents the research aims and objectives. The core of the report addresses the factors contributing to customer satisfaction and dissatisfaction, examining the impact of service quality, delays, and customer service responsiveness. The study employs a systematic approach to assess customer satisfaction levels and identify areas for improvement. The project explores how EasyJet can enhance its services to foster customer loyalty, attract new customers, and maintain a competitive edge within the aviation market. The research also delves into the impact of customer satisfaction on a company's profitability and overall success. The report also covers research methodology, data collection and analysis, and concludes with recommendations for EasyJet to improve customer satisfaction. The report's findings are based on a review of relevant literature, examining various perspectives on customer satisfaction in the aviation industry.

RESEARCH PROJECT

Table of Contents
Topic:- “To identify satisfaction level of customers with the aviation industry. A case study on
Easy Jet”...........................................................................................................................................3
INTRODUCTION...........................................................................................................................3
1.1 Background of research.........................................................................................................3
1.2 Identify research question.....................................................................................................4
1.3 Literature review...................................................................................................................5
1.4 Research proposal.................................................................................................................7
1.5 Research project plan............................................................................................................7
TASK 2............................................................................................................................................7
2.1 Questionnaire and interviews................................................................................................7
2.2 Research Implementation......................................................................................................9
2.3 Data Collection......................................................................................................................9
TASK 3............................................................................................................................................9
3.1 Research evaluation technique..............................................................................................9
3.2 Data Analysis........................................................................................................................9
3.3 Recommendations...............................................................................................................14
TASK 4..........................................................................................................................................15
Covered in poster......................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................15

Topic:- “To identify satisfaction level of customers with the aviation industry. A case
study on Easy Jet”.
INTRODUCTION
1.1 Background of research.
Research is that process which help industry to gather information about satisfaction level
of customers with aviation industry. As such, this concept help company to know their actual
performance and what things they can include to make it more effective for customers. The basic
reason for making a research is to know that how customer satisfaction level is helping firm to
grow in better way and is it really making industry to earn higher profits (Lutz, 2016). “Easy jet”
is a aviation company which is serving million of people with their better services. Founded in
around 1995and founded by Sir Stelios haji and number of employees are working with firm is is
approximately 11,600. somewhere entity make an revenue of £5.047 billion. Firm is operating
their service with more then 30 countries and with approx. 825 routes. Firm is having a motive to
provide service at lower cost to customer, so that they can be satisfied with such. Those people
who have a low income can also travel with such company too. As these scenario bring a
effective development in aviation industry. In this project thing will be discussed as, aims and
objective, significance and its scope. Review of research will be done , and in last methodology
will be there which will include (investigation, design, approach sampling and ethical
consideration and lastly limitations as well).
Research aims and objectives.
Whenever a company makes an research to gather information, there is always a
objective behind that which provide information to firm, thus help them to bring innovation and
creativity in their services. Through research they try to gather information of few questions
which is being asked by themselves only. Although research help to achieve an effective
information and data of customer preferences, like and dislikes (Wampler, 2010). As, there is
main motive of company is to provide better satisfaction level to customers with their services by
Easy Jet. Apart all such the aim and objective of research is as follows:
1. To determine a systematic approach to satisfy customer.
2. To identify which area is lacking with satisfaction of consumers.

3. How company can provide better services to customer so that they can become a long
term client of company.
4. What type of innovation and creativity they can bring to attract customer prospect.
5. What type of problem is being faced by client while travelling.
6. Bringing measures to solve the problem faced by customers with industry.
7. If any dissatisfaction is there of service with client then what impact it will be having on
company.
Therefore making research for such aim and objective help industry to take a proper step
further. Moreover, customer satisfaction level is the prime motto of company as firm stability
depends on level of satisfaction level they are receiving.
1.2 Identify research question.
Easy Jet is the company which looks forward to improve their service in better manner.
Research is such which help firm to know that which thing is there that can be made effective
and innovative in different criteria as well (Dumay, 2010). There are some question which a
entity themselves sot that they can provide best and better services to customer in right context
are as follows:
 What are the factors which is providing dissatisfaction level in customers.
 Is really customer satisfaction is helping firm to earn more profits and making
them to develop further more.
 To gather information as which services are there which can be innovated.
 How many people are there who cannot travel because of their low income and
making a effective policy for them, which can attract them in easy manner.
 Is satisfaction level of customer is bringing pressure on firm to provide more
better services to them.
Normally, aviation is that industry which has to focus on customer satisfaction which
make them to attract more customers in right aspect. Receiving solution to all such question to
industry, thus make them to provide more best quality service to customer. So that they can
become existing consumer or client of company.
1.3 Literature review.
Literature review is an process of evaluating appropriate literature available for topic of
research. It is concerned with views of several authors, journals, articles etc. Customer

satisfaction refers to concept of measuring opinions and expectations of an buyer related with
goods or services delivered by an organisation. It is an result of several aspects related with an
product such as quality, quantity, location in which purchase process will take place and price of
commodity (Hesse-Biber, 2013). It is required to manage all the elements in such a manner that
it will result in happy customers. Delivery should be made on proper time in order to satisfy
needs and wants of people in effective manner. All the services must be convenient to provide
better experience to users.
Effect of consumer satisfaction on profitability of company
According to (Lok, 2010) there are several positive effect of customer satisfaction on
profitability of an organisation . Happy buyers are backbone for success of business because it
leads to brand loyalty, repeated purchase of goods and services and positive word of mouth
publicity. This report is about Easy jet which is an aviation company. Measuring customer
satisfaction is very essential for understanding level of services delivered by this entity. It is
required to identify deficiencies in performance of business so that these could be removed by
taking corrective actions. If this company will focus on these issues by making effective
strategies for consumer satisfaction then it can increase its sales in long run. Along with that, it
will also assist in retaining existing clients and attracting new ones. It results in high consumer
loyalty and improves profitability of firm.
In the view point of (McNeill and et. al., 2012)consumer satisfaction is vital for Easy jet
to attain competitive advantages in this industry. There are various companies involved in this
business so, in order to have highest number of clients, this enterprise need to focus on managing
its services in proper manner. This will help in providing better experience to travellers during
their journey. They will not switch with other companies if they get good quality services with
this organisation. In such sectors majority of revenue is generated from sales as it directly deals
with users. This will helpful in managing revenues from sales in long run. Therefore, it could be
said that happy and satisfied consumers are required to earn more profits from business
activities. It is useful in accomplishing organisational goals in effective manner.

Importance of travellers satisfaction
According to (Grunig, 2013) consumer satisfaction is an important term for marketer and
business as it assist in improving overall performance of company. As per survey, it has been
found that, data related with satisfaction level of users helps in managing and monitoring
business operations in effective way. It is an essential factors that influences a buyer for
repurchase. If an client will be happy with first journey with Easy jet then , there are maximum
chances that they will take services from this company in their next journey too. This is an
important aspect for making users loyal to this organisation so that they will not seek for other
service providers.
On contrary to this, in words of (Thomas, 2013)Consumer satisfaction in aviation
industry is required to achieve competitive advantages. It is effective strategy to ensure point of
differentiation in services. There is cut-throat rivalry in this sector, so it becomes important to
maintain certain USP's in order to attract more clients. Effectiveness in services results in happy
customers which is helpful in attracting other people to take travel services from Easy jet. It is an
important activity that assists in improving performance of operations in order to deliver efficient
experience to clients.
In the view point of (Flick, 2015) travellers satisfaction is an essential aspect for raising
lifetime value of clients. This organisation can earn high revenues by holding highly satisfied
users. It is an important term in ensuring consumer value for long time. This assists in retaining
these clients and happy users are always ready to spend money for getting better services.
Chances of negative word of mouth could also reduced. An happy client also suggests others to
take services from the service provider they are loyal with. This is helpful in publicity of
company without investing too much funds on advertisements and other promotional activities.
Therefore, this company can avail several benefits by encouraging consumer satisfaction in
adequate way.
Reasons for dissatisfaction of travellers
According to (Davies and Hughes, 2014) there are various causes which may lead to
dissatisfaction amongst consumers. It affects their behaviour towards services of organisation. It
results in several negative practices of buyers that affects profitability and sales of an company.
Unhappy consumers switches with other service providers from where they can get improved
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services. Therefore, it is required for Easy jet to discover such areas that affects satisfaction level
of clients.
In the opinions of (Verschuren, Doorewaard and Mellion, 2010) quality of services is
major aspect that affects satisfaction of travellers. It is an situation in which client does not get
adequate services as per their expectations. This could be due deficiency in services related with
airline industry. If there would not be proper cleanliness and hygienic environment in flights,
then customers does not feels comfortable. Along with that, quality is also concerned with meals
and snacks served in planes. It is important to deliver good quality food in order to ensure health
safety and security. There should not be any kind of compromise with food stuff in order to save
cost.
In the words of (Saunders and Lewis, 2012) dissatisfaction of consumers may also arise
due to delay in services. Sometimes, clients has to wait for long hours in order to collect ticket.
There are situations when flight is delayed and travellers were not informed about this, due to
which they have to face inconvenience. This results in creating negative images in their mind.
Inappropriate response from customer service department can also lead to unhappy customers.
There are many condition sin which clients files some complaints related with their travel
experience and they does not gets proper response from consumer service unit.
Therefore, these are some reasons that could lead unsatisfied customers which is not good
for profitability and sales of Easy jet. So, it is required to take appropriate actions to eliminate
these issues and make services more effective in order to generate consumer satisfaction.
1.4 Research proposal.
Research is a process which help company to collet the information about the satisfaction
level a firm is having and such concept somewhere will help them to compare their actual
performance and can include to make their working more efficient.
Aim and objective of firm.
 To determine a systematic approach to satisfy customer.
 To identify which area is lacking with satisfaction of consumers.
 How company can provide better services to customer so that they can become a long
term client of company.
 What type of innovation and creativity they can bring to attract customer prospect.
 What type of problem is being faced by client while travelling.
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Research question.
Research question help company to make a research more effective as this help to gather
information from market. Questions are as follows:
 What are the factors which is providing dissatisfaction level in customers.
 Is really customer satisfaction is helping firm to earn more profits and making them to
develop further more.
 To gather information as which services are there which can be innovated.
 How many people are there who cannot travel because of their low income and making a
effective policy for them, which can attract them in easy manner.
Literature review.
Literature review is the process through which appropriate literature can be taken of
topic. It does also include journals, authors etc. Customer satisfaction level should be measured
after having opinion and expectation of buyers concerning with goods and services of an
company (Ryu, Han and Jang, 2010). Although it is a result of different aspect which is being
related with a product quality and quantity, location as well which will help in pricing of
commodity.
Research methodology.
Research methodology includes those methods which help to collect various information
and data in right format and thus it also include various tools and techniques with approaches
which help to make research in effective manner and this also concerned with understanding the
topic of research as well.
Recommendation and conclusion.
Recommendation is such which help company to improve their working criteria in right
format and this will also bring effectiveness in their working criteria.
 Management of this company can focus on enhancing quality standards of their services
in order to provide better experience to clients.
 Another recommendation could be related with improvement of quality of all the
activities.
 Adequate training and development sessions will be helpful in providing required skills
to employees so that they can provide better services to clients.
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 This organisation can emphasise more on building effective relationship with customers
so that their problems could be handled in effective way.
 Continuous performance appraisal could be another relevant method to manage
effectiveness of performance.
1.5 Research project plan.
Gantt chart is that criteria which help company to know which task is taking the most of
the time and bringing a effective policy and procedure which will make them to improve their
working and help to minimise the time taken by task (Tajeddini, 2010). It is a systematic thing
which help company to know that which task particularly taking most of time and this help
company to make them to have their working in smoother manner. Gantt chart is mostly used by
large firms and nowadays it is being used by small firms as well to maintain the record of their
working and task.
Task Name Duration Start Finish Predecessors
Find Topic of Project
Research 1 day Wed 11/1/17 Wed 11/1/17
Framing Objectives 3 days Thu 11/2/17 Mon 11/6/17 1
Literature Review 5 days Tue 11/7/17 Mon
11/13/17 2
Research Methodology 5 days Tue 11/14/17 Mon
11/20/17 2,3
Data Collection 3 days Tue 11/21/17 Thu 11/23/17 4
Data Analysis 2 days Fri 11/24/17 Mon
11/27/17 5
Conclusion and
Recommendation 3 days Tue 11/28/17 Thu 11/30/17 6
Submitting the report 1 day Fri 12/1/17 Fri 12/1/17 7
9

TASK 2
2.1 Questionnaire and interviews.
A research was made with the help of questionnaire so that company can receive an
information of customer satisfaction with firm Easy Jet. A survey was done with 30 people and
their suggestion has taken for company (Law, Qi, and Buhalis, 2010). Survey helped the
company to make effective decision and strategy with the collected information and data.
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Questionnaire was done on the basis of research question and this is something which help firm
to earn higher profit and compete with the outside world.
Questionnaire
Name:
Contact No:
Address:
Gender:
Email Id:
1.) Is Easy Jet company providing better service ?
a.) Agree
b.) Disagree
c.) Never taken
2.) Is Easy Jet services are met with their set standards ?
a.) Yes
b.) No
c.) Neither yes nor no
3.) Easy Jet is providing service at lower cost ?
a.) Yes
b.) No
4.) Is representatives of company are well trained ?
a.) Highly trained
b.) Less trained
c.) Moderate
5.) In which manner customer satisfaction is affecting Easy Jet to develop ?
a.) Positive
b.) Negative
6.) Is people ready to use their service for further as well ?
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a.) Yes
b.) No
c.) Let's see
7.) Does queries and issues are resolved by firm in time period ?
a.) Agreed
b.) Disagree
c.) Neither a or b
8.) Is customer find any problem in reserving tickets ?
a.) Yes
b.) No
9.) If Yes, then any recommendation for the Easy Jet to improve ?
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2.2 Research Implementation.
Company uses various methods to implement their working criteria in effective way
which will result in effective working for entity so that they can work in right contrast. The
senior executive of Easy Jet is implementing research in correct format so that accurate
information can be used in right manner and efficient strategy and decision which will help firm
to attain their aim and objective (Slåtten and Mehmetoglu, 2011). Proper implementation may
lead to great result as well.
2.3 Data Collection
There are various type of investigations that are helpful for researcher. These are required
for investigator to collect appropriate data related with topic of study. Most common methods
used in this scenario are quantitative and qualitative approaches. In order to collect data in
numeric terms, quantitative method will be helpful. It includes collecting relevant statistics and
data for preparing proper record for project. Qualitative method of investigation is concerned
with collection, evaluation, and interpretation of data related with views and perceptions of
people. It is very helpful in gathering perception of humans regarding topic of study. It is done
through ways of personal interviews, questionnaire, survey etc. This technique is effective in
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getting information from real scenario (Bell, 2014). Data and information generated from these
approaches is used in designing effective recommendations and suggestions in context of
consumer satisfaction. Data collection is something which lead to have an effective working after
receiving whole information and data which help company to lead to have an effective
performance which directly attain the goal and objective in right manner.
TASK 3
3.1 Research evaluation technique.
There are several approaches that are useful for this project in order to conduct research
program. It is very helpful in moving forwards the research study. It is an important concept that
is required to make plan and procedures of all the stages through data collection, data analysis
and interpretation of collected information. It is basically divided into two parts-
8. Approach of data collection
9. Analysis and reasoning of data.
To carry out this study, there is requirement to adopt qualitative method of that will assist in
gathering appropriate information concerned with this project (Hevner and Chatterjee, 2010).
3.2 Data Analysis
Data has to be analysed in organisation so that company can use such information in
effective manner and accurate strategy and decision can be made in right prospect. Analysis help
firm to have a smooth functioning of work and task so that entity can achieve its goal and
objective in proper manner.
Theme 1: Better service are there ?
Is Easy Jet company providing better service ? Observation
Agree 24
Disagree 4
Never taken 2
Interpretation: 24 out of 30 people said that they are agree Easy Jet is providing their better
services to customers in right manner and they have to continue this for longer. 4 out of 30
people said that they are disagree that company does not provide satisfactory services to
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customers as many issues are there which is bring faced by consumers. 2 out of 30 said that they
have not taken services yet of such industry.
Theme 2: Met with set standards
Is Easy Jet services are met with their set
standards ?
Observation
Yes 25
No 3
Neither Yes nor No 2
Interpretation: 25 out of 30 people said that entity is meeting their set standards is right context
and they have to continue for long period. 3 out of 30 people said that they are not be able to
meet all such in correct context and 2 out of 30 person said that may or may not be able to meet
their standards as they have to work hard so that they can perform in right way.
Theme 3: Service at lower cost ?
Easy Jet is providing service at lower cost ? Observation
14
Agree Disagree Never taken
0
5
10
15
20
25
30
24
4 2
Column B
Yes No Neither Yes nor No
0
5
10
15
20
25
30
25
3 2
Column B

Yes 28
No 2
Interpretation: The outcome for survey was like 28 people out of 30 said that Easy Jet is
providing their service in proper manner and has to make it confirmation like that it should be
continue for longer and 2 out of 30 people said that their price is still high and they does not
provide their service at lower cost.
Theme 4: Well trained or not ?
Is representatives of company are well
trained ?
Observation
Highly trained 20
Less trained 3
Moderate 7
15
Yes No
0
5
10
15
20
25
30 28
2
Column B

Interpretation: Survey concludes that 20 out of 30 people said that firm staff is somewhere
highly trained and they greet everyone in correct manner. 3 out of 30 people said that their
employee are less trained as they are not aware of environment and situation and 7 out of 30
people said that their employees are moderate in training and have a good structure.
Theme 5: Customer satisfaction affecting Easy Jet ?
In which manner customer satisfaction is
affecting Easy Jet to develop ?
Observation
Positive 24
Negative 6
Interpretation: The outcome of survey was like, 24 out of 30 people said that customer
satisfaction is affecting Easy Jet in positive manner and they are developing business in right
context and 6 out of 30 people said that it is impacting them in negative contrast.
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Highly trained
Less trained
Moderate
0
5
10
15
20
25
20
3
7 Column B
Positive Negative
0
5
10
15
20
25
30
24
6
Column B

Theme 6: Will use service in further as well ?
Is people ready to use their service for further
as well ?
Observation
Yes 21
No 6
Let's see 3
Interpretation: The outcome of research was like, 21 out of 30 people said that they will use
their service for next time as well, 6 out of 30 said that they are not going to use their service for
further use and 3 out of 30 people said that individual will see that going to use their service in
right manner or not.
Theme 7: Issues are solved in time period ?
Does queries and issues are resolved by firm in
time period ?
Observation
Agreed 20
Disagreed 8
Neither Agreed or disagreed 2
Interpretation: It was required by company to know that their customer is facing any issues or
not at the time of reserving tickets and the outcome for this is as 10 out of 30 people said that yes
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Yes No Let's see
0
5
10
15
20
25
21
6
3
Column B

they are facing issues and 20 out of 30 people said that they don't face any issues in reserving
tickets with the company.
3.3 Recommendations.
On the basis of gathered data, investigator had found issues related with consumer
satisfaction. There are some recommendations for Easy jet in order to resolve such problems in
effective manner-
 Management of this company can focus on enhancing quality standards of their
services in order to provide better experience to clients.
 Another recommendation could be related with improvement of quality of all the
activities.
 Adequate training and development sessions will be helpful in providing required
skills to employees so that they can provide better services to clients.
 This organisation can emphasise more on building effective relationship with
customers so that their problems could be handled in effective way.
 Continuous performance appraisal could be another relevant method to manage
effectiveness of performance.
 Complaints of customers must be handled in adequate time without any delay.
Therefore, these are some suggestions that are helpful in generating higher level of
consumer satisfaction and build loyalty towards services of company.
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Yes No
0
5
10
15
20
25
10
20
Column B

TASK 4
Covered in poster
CONCLUSION
From the above mentioned report it can be concluded that, customer satisfaction is very
important aspect for success and profitability of an organisation. This report is about Easy jet
which is an airline. In this sector employees directly deals with clients so there is need for
improving performance and quality of services. This is very helpful in providing memorable
travelling experience to customers. Regular feedback from customers will be very significant in
taking their opinions about services of this firm. It is very important element in enhancing
profitability of company. Competitive advantages can also be attained through this. To gather
data and information related with this study primary and secondary methods have been used.
Various issues were faced by investigator in the course of this study.
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