Research Dissertation: CRM Impact on Customer Satisfaction at EasyJet

This research dissertation examines the impact of Customer Relationship Management (CRM) on customer satisfaction and repeat business, using a cross-sectional approach and a case study of EasyJet. The study begins with an overview of the research, background, rationale, aims, objectives, and research questions. It then delves into a comprehensive literature review, exploring the relationship between CRM, customer satisfaction, and loyalty. The methodology section details the research design, approach, philosophy, data collection methods (primary and secondary), sampling, and analysis techniques. The subsequent chapters present the data analysis, findings, conclusions, and recommendations. The research aims to evaluate the influence of CRM on consumer retention, satisfaction, and revenue, while also identifying theories and models relevant to CRM and suggesting ways to enhance CRM practices within EasyJet. The study's significance lies in understanding how CRM can improve customer relationships and drive business success in the airline industry.

RESEARCH
DISSERTATION
(To analyse an impact of Customer Relationship Management
on gaining customer satisfaction as Repeat business.)”
(Describing Cross- Sectional Approach ) A case study on Easy
jet.)

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of Research......................................................................................................1
1.2 Background of the study...................................................................................................1
1.3 Rationale for the study......................................................................................................2
1.4 Research aims and objectives ..........................................................................................3
1.5 Research Questions..........................................................................................................3
1.6 Framework and analysis...................................................................................................4
1.7 Potential significance of the research...............................................................................5
1.8 Chapter structure..............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Impact of customer relationship management on retention or loyalty of consumers in Easy
Jet............................................................................................................................................7
2.2 Importance of Customer Relationship Management on Consumer satisfaction..............9
2.3 Relationship among CRM system usage, customer satisfaction, and gross revenue in
EasyJet..................................................................................................................................10
2.4 Impact of CRM on consumer satisfaction by using cross- sectional approach..............11
2.5 Theories or models of CRM and its impact on customer satisfaction............................12
2.6 Ways to improve the customer relationship management..............................................14
2.7 Impact of Customer Relationship Management on gaining customer satisfaction as Repeat
business.................................................................................................................................15
2.8 CRM system could be embedded within EasyJet company...........................................15
2.9 Literature gap..................................................................................................................16
2.10 Conclusion....................................................................................................................16
Chapter 3: Research Methodology.................................................................................................17
Type of investigation............................................................................................................17
3.2 Research design..............................................................................................................18
3.3 Research Approach.........................................................................................................18
3.4 Research philosophy.......................................................................................................19
3.5 Data collection method...................................................................................................19

3.6 Sampling method............................................................................................................20
3.7 Data analysis...................................................................................................................20
3.8 Accessibility issues.........................................................................................................21
3.9 Ethical issues..................................................................................................................21
3.10 Validity and reliability..................................................................................................21
Chapter 4: Data Analysis...............................................................................................................23
Chapter 5: Conclusion and Recommendations..............................................................................36
Conclusion............................................................................................................................36
Recommendation..................................................................................................................37
REFERENCES..............................................................................................................................39

CHAPTER 1: INTRODUCTION
Title: “To analyse an impact of Customer Relationship Management on gaining customer
satisfaction.” (Describing Cross- Sectional Approach ) A case study on Easy jet.
1.1 Overview of Research
Customer relationship management refers to an approach for managing the interaction of
an organisation with existing consumers. The main challenge for a business firm to serve better
to consumers and also maintain better relationship with them in an effective or better manner. It
is necessary that a business firm can provide the better services as well as products to consumers
so that they are attracted towards the business (Deng and et al., 2010). The main objective of this
project to define relationship among satisfaction of consumers and also the loyalty. Easy Jet is a
Airline organisation and its headquarter in London. This company operates its business in
domestic and also international schedule over 820 routes more than the 30 countries. The
Customer relationship management (CRM) is related with the strategies, practices and also
technologies that organisations use for analyse and manage consumer interaction and data with
the help of consumers life cycle. If relationship of company and consumers will be better then in
this case firm can achieve its objectives and targets in an effective or better manner.
The main rationale of this study to know about an analyse an impact of Customer
Relationship Management on gaining customer satisfaction. For increasing profit level, it is
necessary to satisfy needs of consumers in an effective manner. The reason behind selecting this
topic is that it helps in enacting with consumers and making the long term relationship with then
in a better manner. With the help of making strategies as well as polices, firm can communicate
with consumers by providing the better quality of goods and services to consumers.
1.2 Background of the study
Customer relationship management is concerned with the marketing, sales and also the
service related communications through which an organisation can maintain better and effective
relationship with the consumers. The positive relationship develops a positive impact on business
operations as well as activities in an effective or better manner. CRM is integrated approach for
managing the proper relationship through focus on consumer retention and also their relationship
development (Fornell, Rust and Dekimpe, 2010). The cross- sectional approach is helpful in
enhancing the consumers towards the services of firm and also determine better relationship with
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them. If the relationship will be better among the organisation and aloes consumers then from
this better relationship will made and existing users will be retain and new people will be
attracted towards an organisation. EasyJet is Airline organisation limited which is a British
minimum cost carriers airline in London. It operates its airline services by domestic as well as
international schedule over the 820 routes in more than the 30 countries. It provides the better
and reasonable services to people. The main aim of this airline company to make a better
relationship with the consumers with the help of providing better and effective quality of the
airline services. The reviews of consumers towards the services of EasyJet is good as they are
satisfied from the services of this airline organisation in United Kingdom.
1.3 Rationale for the study
This section of research is effective in explaining the importance of the research which
are conducted by researcher through providing valid arguments. A rational is considered to be a
kind of proposal, it helps in providing the reason for preceding to overcome the particular issue
with an appropriate solution. This part of research helps in defining the issue of research on
which researcher decided to conduct an effective project as to addressing the problem. The major
issue of this particular research is to analyse the impact of customers relationship management
and its effectiveness on attaining consumer satisfaction. In the recent era organisations are very
much concern on providing variety of goods and services to their significant buyers in order to
attaining growth and success at market area. It is necessary for small as well as large business
enterprises to establish an effective relationship with the customers in order to sustain them for
long run of business activities. In respect to reaching higher customers satisfaction organisations
are concern on providing more beneficial products and services as per the chjnageing demand of
customers. Research is considered to identify research purpose which provides the value to the
relevant parties. In this modern era, needs as well as expectations of consumers enhancing day
by day as comparison to past time period (Van Doorn and et. al., 2010). Moreover, they need the
better quality of airline services from EasyJet during travelling internationally and also
domestically. In context to attract the large number of people, it is necessary for EasyJet to
satisfy their needs and demands in an effective or better manner with the helps of using various
strategies or policies and it is known as Customer Relationship Management. The rationale
behind conducting thus research study is to analyse an impact of CRM on the satisfaction level
of users. If they management of company uses this particular concept then from this it can
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increase customer satisfaction level. With the help of this they will be the loyal consumers of
company and retain for long period of time.
1.4 Research aims and objectives
This part of research is taken in to an consideration and its Aim is “To analyse an impact
of Customer Relationship Management on gaining customer satisfaction.” A case study on Easy
jet.
There are some research Objectives are given below:
 To evaluate an impact of customer relationship management on the retention or loyalty of
consumers in Easy Jet.
 To analyse an importance of Customer Relationship Management on Consumer
satisfaction (Kumar, 2010).
 To analyse the relationship between CRM system usage, customer satisfaction, and gross
revenue in EasyJet.
 To evaluate the impact of CRM on consumer satisfaction by using cross- sectional
approach.
 To identify theories or models of CRM and its impact on customer satisfaction.
 To recommend some ways to improve the customer relationship management of EasyJet.
1.5 Research Questions
An investigator is responsible for defining a proper research list of questions to give an
exact guidance for the purpose of completion to the research work. There are some research
questions are given below:
 How Consumer satisfaction could be influence by the CRM?
 How CRM could influence the benefits in EasyJet organisation?
 How the CRM system could be embedded within EasyJet company to support business
relationships?
 What is impact of customer relationship management on retention or loyalty of
consumers in Easy Jet?
 Which theories or models could be used by CRM and what will be their impact on
customer satisfaction in EasyJet?
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 What is an impact of Customer Relationship Management on Customer Satisfaction as
Repeat Business'?
1.6 Framework and analysis
Analysis and framework is an important research part which includes detailed data and
also information concerned to an investigation which help in making the valid conclusion (Flint,
Blocker and Boutin Jr, 2011). This current study is on analyse an impact of Customer
Relationship Management on gaining customer satisfaction by following the effective techniques
which are given below:
Research design- This present study is conducted through the descriptive research
application which is helpful in gathering of relevant and accurate data or information on the
Customer Relationship Management on satisfaction level of consumers. It will proven very
effective to gather data by description of the population.
Research philosophy- This present study is according to the theoretical aspect and it deals
with an analysis of impact of CRM on consumer satisfaction. In addition to this, researcher uses
an interpretivism philosophy for the purpose of collect data and information from the social
environment.
Research type- This research in an investigation is of qualitative kind as it is helpful in
analyse gathered data or information. It will be helpful in draw a valid result from collected
information and also helps in attaining study aims.
Research approach- This dissertation is based on the deductive approach because with a
generalization of Customer Relationship Management which can develop impact on
development of an organisation. It will be helpful in gathering data in an effective or better
manner.
Data collection- In order to collect the accurate and relevant data, research uses the
primary and secondary both sources to collect information which will be helpful in address
developed objectives and aims in a proper or systematic manner (Mohsan and et. al., 2011).
Under primary sources, data is first time collected and with the help of surveys, questionnaire,
interviews etc. On the other hand, the information which is collected in secondary data through
books, journals, library, internet and many others.
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Data analysis- Under this given dissertation, researcher collect data through qualitative
tools where scholar will use the thematic analysis. The graphical representation and also themes
are the effective way of analysis the collected data or information.
1.7 Potential significance of the research
This present research emphasis on impact of Customer Relationship Management of the
satisfaction of consumers. As EasyJest provide the better travelling services to people at the
reasonable cost in a proper manner and also facilitate the other facilities to people inside the
flights. The main importance of research is to know about an impact of the CRM on satisfaction
level of consumers in a proper manner. In order to satisfy the needs and demands of consumers
in an effective manner, it is necessary for EasyJet to construct the research about the preferences
and needs of customers (Chen and Hu, 2010). The main focus of this airline company to
attractive more consumers towards the firm. Customer Relationship Management is helpful in
making the positive and healthy relationship with consumers in an effective or better manner.
1.8 Chapter structure
The work of research which is conducted should be shown in an effective or appropriate
manner. It is necessary that the proper structure for investigation presentation required to more
designed. Under this present case, researcher should follow the proper structure of dissertation.
Chapter 1: Introduction
Under this, research is started from the introduction part which helps in providing the
brief overview of study field. In this section identify objectives and also aims which need to be
accomplish through research work. It is a initial stage by which an investigator is able to
identify.
Chapter 2: Literature review
In dissertation, it is a second chapter which gives a core data or information concerned
with the customer satisfaction. It has an inclusion of the data from various sources like for an
instance journals, books and also some of the other articles. It serves strong base for dissertation
through which in developing objectives or aims can be attained with particular time period.
Chapter 3: Research Methodology
After the literature review, it is a next step and it included various tools and also
techniques which will be helpful in gathering as well as analysing data in context to determine
valid conclusion.
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Chapter 4: Data Analysis
It is a most necessary part on the dissertation which helps in analyse gathered data in light
of the research objectives and also questions. It gives a detailed information or data concerned to
the findings. This chapter of dissertation is helpful in present appropriate and effective results.
Chapter 5: Conclusion and Recommendations
Under this last chapter of this research dissertation, there is a need of provide the
recommendation and also conclusion on the basis of objectives and also aims of dissertation.
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CHAPTER 2: LITERATURE REVIEW
Under this, there is a need to an investigator to carried out the accurate or relevant data or
information which is published through the various sources which is taken through the primary
sources in a proper or effective manner. It is necessary for a researcher to analysis of past
information or literature which is extracted by the secondary sources. The past literature review
will be helpful in conducting a research analysis from all essential or accurate aspects. Under
this, researcher conduct the in- depth study about the topic of dissertation. The data or
information which is gathered through an investigator in past studied can take in to a
consideration for the purpose of analysis. In order to make the recommendations in a proper
manner, it is necessary for the research to collect data from the previous investigation in a proper
manner. The topic of research is related to the Customer Relation Management for satisfying
needs and wants of consumers. The literature review is helpful in generating the reliable and also
the valuable outcomes. It is an important part of the research and in this scholars gives a proper
or detailed overview concerned to the study area. Under this session, many different models as
well as theories which are used by the researcher in an effective or better manner. From this
section of dissertation, researcher is able to be generate the valuable and also reliable outcomes
which are essential for business in context to accomplish the aims and objectives of EasyJet
airline company in a proper manner. This present research is based on analyse impact of the
CRM to satisfy the demands of consumers in an effective manner. With the help of providing
many beneficial travelling services to the people, this firm can attract the large number of
consumers towards it in a systematic or better manner.
2.1 Impact of customer relationship management on retention or loyalty of consumers in Easy Jet
Customer Relationship Management (CRM) is a beneficial activity which gives many
advantages to the business of airline industry. It will be helpful in maintaining positive
relationship with consumers in an effective manner. As per the view pint of Eisingerich, Auh and
Merlo, 2014 it has been concluded that Easy Jet is an airline organisation which provides their
services on 820 routes in more than 30 countries. As per the view point of Fornell, Rust and
Dekimpe, 2010, A better programme related to Customer Relationship Management in fulfilling
consumers needs with the helps of many tools and techniques. The consumer retention is related
to enhancing sales for fulfilling the needs and demands of consumers. In context to assure
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retention to consumers to successful, there is a need to airline company to provide the better
quality of services. On the basis of view point of Kumar, 2010 it has been stated that for aware
the people about the services of firm, it is necessary to conduct the promotional activities on the
large scale. As EasyJet provides its services internationally and also domestically so in order to
this it is necessary to deal with consumers in a better or effective manner. In context to this, for
attracting the large number of consumers, this company needs to give the discounts or special
offers on the international travel. The people of this present time period are very conscious
towards the better quality of services. With the help of this they will retain towards this airline
business firm for long period of time.
In order to serve better services or deal in a fair manner with the consumers, manager of
Easy Jet organisation provides the training to its staff members for the purpose of enhancing
their skills, knowledge and also the core competencies. From this they can solve the query of
consumers in a proper manner and also provide the satisfactory answers to them. It will be
helpful in providing the long term benefits to an organisation and firm will sustain for long time
period in the competitive time period. According to Van Doorn and et. al., 2010, it has been
concluded that firms need to have the more amount or costs in order to gain the attention of new
consumers and also retain the existing. It is essential that the retain consumers plays a necessary
role in making the business successful of EasyJet business firm. If the services will be good or
better of EasyJet company, then in this case consumers will be loyal towards firm in a proper
manner. If consumers will be sustain towards company, then it will be helpfu in enhancing sales
as well as profit level of this airline company in a systematic or effective way.
On the view point of Mohsan and et. al., 2011, it has been stated that this airline company
makes the Customer Relationship Management as reliable and from this the relationship with
consumers will make strong and from this they will use the services for long period of time. In
order to enhancing the market share of EasyJet, Customer Relationship Management plays a
necessary role as it increase morales or staff members and also productivity of an organisation. It
will develop positive impact on the business.
There are some impact of CRM on customer loyalty given below as above:
High customer relation: Easy Jet is an airline company which main aim is to satisfy the
different needs of their customers. Implementation of CRM system provides the opportunity to
complete all functions like servicing, marketing, selling of offers in very organised and
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systematic manner. One of the prime benefit which is achieved in future is better customer
satisfaction. It also contributes in improvement of their existing services by understanding the
issues which are faced by customers. It helps to gain customer loyalty and trust which improve
their sales.
Better internal communication: Adoption of CRM system in Easy Jet provides
opportunity to improve internal communication among the different departments. This system
provides information regarding customers to different departments in timely manner which
enable them to perform their functions as a team.
Optimize marketing: The major advantage of CRM is helps in collection of the needs
and wants of customers which provides opportunity to use effective marketing strategy on
correct time. This will also helps in identification of the most profitable group of customers and
approach them effectively with various offers regarding maximisation of profits.
2.2 Importance of Customer Relationship Management on Consumer satisfaction
Customer Relationship Management is a necessary concept in running the business in a
successful or better manner. With the help of maintaining better relationship, firm can generate
the better revenue. As per the view point of Chen and Hu, 2010, it is a most effective approach
and also strongest in context to developing or maintaining better relationship with the consumers.
It will be helpful in making strongest bond or connection between the customers as well as a
business firm. In context to satisfy the needs and demands of consumers, it is essential for
EasyJet to understand consumers in a better manner. The first and foremost priority of EasyJet
company to provide effective travelling or airline services to the people and also satisfy their
needs and wants in a better manner. In order to communicate with the consumers, it is essential
for EasyJet business firm to choose better methods of communication. It is necessary that
organisation should maintain the better and harmonious relationship with the consumers so that
they will loyal towards business firm.
Customer relationship management is comprehensive system which can integrates a
technology to create the long term advantageous relationship with consumers. It is a strongest
and also most effective approach in order to maintaining and also developing relationship with
consumers. It is helpful in making the bonding with the people more stronger. If the relationship
among business firm as well as consumers will be good then in this case organisation can
achieve the competitive advantages and also be success in attracting more consumers in an
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