Investigating Service Quality Impact on EasyJet Customer Satisfaction

This research project investigates the impact of service quality on customer satisfaction within the UK airline industry, specifically focusing on EasyJet. The report begins with an abstract summarizing the study's purpose, which is to examine the relationship between service quality and customer satisfaction. The introduction highlights the importance of customer satisfaction for organizational growth and profitability. Task 1 outlines the research aim, objectives, resource implications, and the factors influencing the selection of the research topic. A literature review explores concepts of customer satisfaction, service quality, and their components. The research methodology, including a Gantt chart for project management, is also detailed. Task 2 presents data collection methods, including questionnaires, and analysis of the collected information from respondents. The study employs both the Kano and SERVQUAL models to analyze customer needs and service quality dimensions. The report concludes with a summary of key findings, recommendations for EasyJet to improve service quality, and suggestions for further research areas. The research uses descriptive research design and a survey of 30 participants.

RESEARCH PROJECT

TABLE OF CONTENTS
ABSTRACT..........................................................................................................................1
INTRODUCTION................................................................................................................2
TASK 1............................................................................................................................................2
1.1 Design project outline specification.................................................................................2
Research Aim........................................................................................................................2
1.2 Components affect selection of research topic.................................................................3
1.3 Literature review..............................................................................................................3
Concept of customer’s satisfaction.......................................................................................3
Meaning of services quality...................................................................................................4
Component of customer satisfaction.....................................................................................4
1.4 Research methodology.....................................................................................................6
1.5 Gantt chart........................................................................................................................8
TASK 2............................................................................................................................................9
2.1...........................................................................................................................................9
2.2...........................................................................................................................................9
2.3 Recording and collecting information from respondents from the questionnaire..........17
3.3 Conclusion, Recommendation and further research areas.............................................19
TASK 4..........................................................................................................................................20
4.1 Presentation of the research............................................................................................20

ABSTRACT
The purpose of this research work is to investigate the impact of services quality on the
satisfaction level of customers with a special context of UK’s airline industry. For which,
EasyJet being one of the renowned airline firm has been taken into consideration. Customer
satisfaction is a prime consideration of all sort of entities that is required to be enhanced by
provisioning effective services to their respective set of clients and users. The current study has
depicted a direct link of service quality with that to the satisfaction level of the consumers. With
help of this investigation, the researcher has effectively analysed the impact of service quality on
the satisfaction level of EasyJet’s customers. A descriptive research design has been used by the
investigator to carry out a survey of 30 participants, as UKCBC students using the services
offered by EasyJet on regular basis. The gathered set of information has concluded a significant
impact of service quality on the satisfaction level of EasyJet’s customers where the quality of the
services provisioned by them is evident to influence the satisfaction level of the respondents. The
satisfaction level of the participants contributed in the study are found to be at a moderate level.
Key words- Customer satisfaction, service quality, price
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INTRODUCTION
In the competitive market, every organisation desires to gain high level of profitability
and market share. For attaining this objective, firms design several strategies of business.
However, customer is one of the major king of the market who can provide effective profitability
and growth to any firm (Agbor, 2011). It is very important for the organisation to keep satisfy its
customer by delivering high quality of services and product according to their demand and
requirement. Customer satisfaction is very important for the company growth and profitability. It
is a marketing term that measures how product and services supplied by the organisation meet a
customer expectation. In the present research, investigator have major aim is to investigate the
impact of services quality on the customer sanctification with respect of Easy Jet Airline, UK.
TASK 1
1.1 Design project outline specification
Research Aim
To analyse the impact of service quality in raising the satisfaction level of customers in
Airline Industry: A case study on EasyJet, UK.
Research Objectives
1. To explore the concept of customer satisfaction in airline industry.
2. To analyse the significance of service quality in enhancing the satisfaction level of the
customers.
3. To assess the way in which service quality impacts upon the satisfaction level of
customer’s in airline industry.
4. To recommend some effective strategies to EasyJet for improving the service quality for
enhancing the satisfaction level of customers.
Resource implication
In order to carry out a successful investigation, the set aim and objectives, the researcher
is required to focus upon several resources such as time, funds, human resources and technology,
etc. In the absence of these resources, the researcher may deviate from a timely attainment of the
undertaken study (Yuksel, Yuksel and Bilim, 2010). As the researcher has a defined budget, it
may lead to certain difficulties in conducting activities like transportation, acquiring stationery
items, printing questionnaires, cost to access internet, etc. This requires abundant source of funds
with an activity based method of budgeting. On the other hand, another significant resource is
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time where a limited time period can negatively influence the study. In order to overcome the
impact of time, researcher will consider designing a Gantt Chart to organise the activities in a
scheduled manner.
1.2 Components affect selection of research topic
In the present study, at the time of selecting the topic for this research project, there
existed various such components that have directly impacted the scholar.
 Semi structured topic, provided by college - A prime factor was the instruction given by
the college to choose from a topic that can lead to a semi structured interview of the
participants, with this, as an example (Yoshida and James, 2010).
 Self-interest- Another major reason behind selecting this topic was researcher’s own
interest. It is due to the fact where receiving good or bad service from any sort of
purchasing is a very common experience for everyone. Also, it directly influences the
satisfaction level of the buyers. This is apparent to make this task easy for the researcher
to link the chosen subject matter with one’s own set of experiences in terms of customer
satisfaction.
 Easy access to primary data- Lastly, an easy access to primary data on this particular
topic is referred to be yet another prime reason behind its selection. This is on
considering the fact where EasyJet is operating at a global level and thus has a huge
customer base. Thus, it will be easy for the researcher to interview them.
1.3 Literature review
Concept of customer’s satisfaction
According to the view of Silverman (2016) customer satisfaction is that degree of
satisfaction among customer which provided by the effective good and services of an
organisation. It is very important strategy by which marker and business owner can enhance its
profitability and market share. In the opinion of Smith (2015) With assistance of high level of
customer satisfaction, company can gain effective profitability because if customers are
effectively satisfied then they will purchase the product and service from same brand and
company. Customer satisfaction of any organisation's product and services assist to the firm in
developing its impressive brand image in the market. It is very important for corporation to
efficiently manage and maintain effective customer satisfaction in the market so as it can gain
high market value and market share. According to the view of Taylor, Bogdan and DeVault
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(2015) customer satisfaction can only enhance if company efficiency and efficiency fulfil the
needs of customer and manage their expectation by delivering excellent product and services. If
company delivers effective product and services to customer accordingly to their demand and
requirement, then customer satisfaction level can enhance and maintain in the company.
Meaning of services quality
According to the view of Panneerselvam (2014) In a simple word it can be said that
service quality is an action and activity which can be offered by one person or organisation to
another one. Service quality can be based on the intangibility and cannot affect ownership. In the
opinion of Ryu, Lee and Gon Kim (2012) stated that service quality is a measurement that use in
effectiveness of the supplied services in the market in order to meet customer expectation and
choice.
Component of customer satisfaction
According to the view of Neuman and Robson (2012) customer satisfaction among the
buyers in the market can influence by the several kinds of components. Service quality is one of
the most important factor which can affect customer satisfaction level in large manner. If
company delivers product and services in the high quality, then it will positively affect
satisfaction level of customer because buyers always wants to purchase high quality of services
in the market. In the contradicting view Özerdem and Bowd (2016) stated that prices are another
major factor which can influence customer satisfaction level. Every customer requires an
effective quality of product and services in the reasonable prices and cost. If company deliver
product and services in the high process, then customer satisfaction cannot positively influence.
If company delivers services and commodities in the reasonable and fair prices, then customer
will defiantly satisfy. Most of the customer desires to get high level of satisfaction in the lower
prices so that it can be said that customer satisfaction can also influence by the price and cost of
the commodity. In the opinion of Miller, Birch, Mauthner and Jessop (2012) customer
satisfaction also can influence by the behaviour and services of sales representative at the
physical store. While any customer purchases the services at the physical store then behaviours
of sales representative can influence the satisfaction level of customer. It is very important for
the sales representative to behave with customer in excellent manner and solve their all queries
and issue related to their product, services, shopping process and payment method.
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Kano model is referred to be one of the most effective tool for analysing the changing
requirement of the customers in today’s modern era and satisfy the same with assistance of
proper identification. It is therefore specified to be a theory of new product development as well
as customer satisfaction, developed long back in 1980’s. Also termed as Kano analysis, this
model is apparent to help in addressing 3 major type of requirements. These are the basic needs
for entering into the market, performance needs to continue their existence into the market and
excitement needs that often becomes unsteady. Kano model is thereby referred to be a proven
measure for the organisations to continue their assessment for addressing the changing needs of
the customers. As per this model, products and services are much more than their functionality
and should meet out the expectations of the customers. This model assigns three distinct
attributes to the functionalities products and services offered by the firms which should meet the
expectation of the customers. These 3 vital attributes are Threshold, performance and excitement
attributes, to be followed by the companies to avoid creating a sense of dissatisfaction in
customers.
According to the view of Mackey and Gass (2015) service quality and customer
satisfaction in airline industry are closely connected to one other. In this sector, if the entity is
delivering high quality of services with excellent attributes, then it will positively influence the
customers and they will consider purchasing it again, in the future. On the other, if the enterprise
is delivering poor quality of airline services, then they will avoid repurchasing it again. This
proves a direct relationship between service quality and customer satisfaction level in airlines. In
the opinion of Kassim and Asiah Abdullah (2010), SERVQUAL model is yet another effective
measure to analyse the relationship between the service quality and customer satisfaction level in
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airline industry. It is a 5 dimensional tool with 5 distinct attributes to be followed by the
establishment for serving the customers in the best possible way. These are-
1. Reliability- This depicts the dependency and accuracy of the services provisioned by the
company as per their assurance.
2. Assurance- This is yet another vital dimension that measures the undertaken approach of
the workers in the organisation to deliver in a courteous manner by together being able to
attain customer’s confidence and conveying trust.
3. Tangibles- This refers to the appearance of the physical amenities, equipment’s, materials
for communication and personnel’s, etc.
4. Empathy- This is specified as the caring attitude of the employees while serving the
clients with a sense of assistance as a way of providing any individualised service.
5. Responsiveness- This indicates the readiness of the workers in quickly assisting the
clients queries or issues, etc.
Conclusion
This section has summarised some key points of service quality that largely impacts upon
the satisfaction level of the customers. It has firstly assessed the concept of customer satisfaction
with a special context of airline industry. Another section has then enlightened the facts related
to service quality and its link with that to the satisfaction level of the customers. Lastly, it has
described the use of 2 vital models named Kano and SERVQUAL which are commonly used to
analyse the services provided by the firms in terms of their efficiency to aptly satisfy the clients.
1.4 Research methodology
Research methodology is one of the important aspect in the entire research investigation
by which researcher can collect, analyse, interpret the information about the subject. With
assistance of research methodology, investigator can obtain an effective solution of the research
problem (Gay, Mills and Airasian, 2011). There are various kinds of method included in the
research methodology such as research approach, research philosophies, research design, data
collection, data analysis, sampling etc. In the present study, researcher have major objective is to
analyse the impact of service quality on the customer satisfaction with respect of Easy jet airline
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company in the UK (Hunleth, 2011). Following are some methods which will apply researcher in
order to investigate the impact of service quality on the customer satisfaction- Research approach- This is one of the most significant aspect in the research
methodology by which researcher can address right solution of problem. There are two
major kind of research approaches that are inductive and deductive (Flick, 2015.) In the
present study, researcher will implement deductive research approach to avoid extending
its underpinning from service quality and customer service and test their relative theories.
It will also lead to an effective evaluation of the generated results. Research philosophies- Research philosophy is another most significant aspect by which
the researcher can effectively analyse and assess the issue. There are mainly two different
type of philosophies, namely interpretivism and positivism. In the present study, scholar
will use positivism research philosophies for addressing the undertaken aim and
objectives of this study (Gast and Ledford, 2014). Research techniques- In order to collect, analyse and interpret the information of the
study, research technique is one of the most significant aspect under which, significant
information can be collected and analysed by the scholar (Flick, 2011). There are major
two kinds of research techniques such as qualitative and quantitative. The present
research work will depict the use of quantitative technique by the researcher to interpret
the findings with help of graphs and table. Data collection- Data collection is one of the most significant aspect by which researcher
can easily collect the information about the subject and find out the best possible solution
for the research problem. In the absence of data collection, scholar will be unable to
collect and analyse a liable set of information (Eid, 2011). There are two major kind of
data collection measures namely primary and secondary. Collecting information from
primary sources such as survey, interview, observation etc., is known as the primary data
collection. On the other hand, research using secondary sources involves referring to
books, journals, online articles, etc. In the current research study, researcher has used
both these measures. It is with a special context of 2 main models namely Kano and
SERVQUAL where these models have largely assisted the researcher in understanding
the significance of customer satisfaction in airline industry. Primary data collection will
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be done by conducting a survey for 30 students of UKCBC who are regular customer of
EasyJet. With help of this survey, scholar can effectively collect the information about
the service quality and its impact on the satisfaction level of EasyJet’s customers.
 Sampling- Sampling is stated to be yet another requisite measure for a proper selection of
respondents (Fiegen, 2010). With the help of this method, researcher will choose
participants to contribute in the study. In the present study, researcher will use purposive
method of sampling to interview 30 students of UKCBC, repressing regular customers of
EasyJet.
 Ethical consideration- This is basically to carry out an ethical study by the researcher by
undertaking a principled approach to interview the participant respondents. For this
purpose, the investigator in the current research work has taken assistance of a protected
system that will enable to secure the information shared by the contributors. This is in
terms of maintaining the confidentiality of both personal and survey related data shared
by the respondents. The researcher has also taken care of the validity and reliability of
this study by using verified sources and applicable techniques of research.
1.5 Gantt chart
In this present study, in order to overcome the impact of time, scholar can use Gantt chart
method under which each activity can organise according to the specific period. This can show
by Gantt chart-
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12
Design research proposal
Prepare the background of
research and objective
Produce the literature review
Focusing on the research
methodologies
Collection of information by
primary and secondary resource
Analyse and examine collected data
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Interpretation of the collected
information
Conclusion and Feedback
TASK 2
2.1
In the present research study, there are three major resources that are used by the
investigator to match with the research questions. Time is one of the most significant resource
within which, the researcher was required to accomplish the study, in an effective manner. In
order to match the resources with the research question, researcher has bifurcated the whole time
duration in the various months so as to efficiently address each of the activities. In addition to
this, another significant resource is fund or finance that has together been used in a thoughtful
manner. Apart from this, resources are also known to play a significant role in the research work
and where the investigator in the present study has used distinct type of resources namely books,
journal, articles, etc. Although, for searching the articles, the researcher has together used a
search strategy with use of 2 distinct type of variables called dependent and independent. Herein,
a single dependent variable named customer satisfaction has been used with several independent
variables like price, service and security, in context to EasyJet.
2.2
In order to conduct the investigation and collect information about the service quality and
customer satisfaction in the Easy Jet Airline, UK, researcher have prepared a systematic
questionnaire along with several questions of services quality and its relationship with customer
satisfaction in it. After preparing a systematic questionnaire, researcher has send it to 30 students
of UKCBC who are regularly using the services of EasyJet. Researcher have used email option
for sending the questionnaire to 30 students of UKCBC, so that, they can fill this questionnaire in
free mind and without any bianess.
Questionnaire
1. Searching and
buying a ticket
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
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Easy to access to Ryanair
website
Complete information
Easy to navigate
Online chatting
Online payment
2. Service of
Ryanair
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Easy
comfortable
Friendly staff
Priority
Not free
3. Baggage
allowance
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Baggage price
Policies
Discount on baggage price
4. Inflight service Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Friendly staff
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Food services
Comfortable seats
Wi-Fi services
5. Security and safety Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Landing
Take off
Flight safety
6. Customer services Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Responsive
Quality services
On time services
7. Destination Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Price
Easy to access
Theme 1: Searching and buying a ticket
1. Searching and
buying a ticket
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Total
Easy to access to Ryanair 10 5 0 2 3 20
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website
Complete information 3 7 2 6 2 20
Easy to navigate 0 5 0 12 3 20
Online chatting 4 6 2 8 0 20
Online payment 8 10 0 1 1 20
Total 25 33 4 29 9 100
Theme 2 Service of Ryanair
2. Service of
Ryanair
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Total
Easy 5 10 2 2 1 20
comfortable 3 7 2 6 2 20
Friendly staff 8 7 0 3 2 20
Priority 2 5 0 10 3 20
Not free 10 5 0 2 3 20
Total 28 34 4 23 11 100
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Theme 3 Baggage allowance of Ryanair
3. Baggage
allowance
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Total
Baggage price 2 5 0 10 3 20
Policies 2 4 2 8 4 20
Discount on baggage price 8 3 1 2 6 20
Total 12 12 3 20 13 60
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Theme 4 Inflight service of Ryanair
4. Inflight service Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Total
Friendly staff 8 7 0 3 2 20
Food services 10 5 1 2 2 20
Comfortable seats 8 6 1 2 3 20
Wi-fi services 8 8 1 3 0 20
Total 34 26 3 10 7 80
Theme 5 Security and safety of Ryanair
7. Security and
safety
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Total
Landing 7 6 1 4 2 20
Take off 2 5 0 10 3 20
Flight safety 5 6 2 3 4 20
Total 14 17 3 17 9 60
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Theme 6: Customer services of Ryanair
8. Customer
services
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Total
Responsive 8 6 1 2 3 20
Quality services 10 5 1 2 2 20
On time services 2 5 0 10 3 20
Total 20 16 2 14 8 60
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Theme 7: Availability at different Destination
8. Destination Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Total
Price 2 5 0 10 3 20
Easy to access 2 4 2 8 4 20
Total 4 9 2 18 7 40
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2.3 Recording and collecting information from respondents from the questionnaire
Theme 1: Searching and buying a ticket
Interpretation and analysis: From the above result it is interpreted that when questions
asked related to the searching and buying a ticket different respondent has shown their different
views. There are 25 who are highly satisfied and 33 are only satisfied Searching and buying a
ticket. On the other side there are 29 are dissatisfied and 9 are highly dissatisfied with the overall
searching and buying a ticket of Ryanair.
It is observed that majority of UKCB student considered easy in order to search and buy a
ticket of Ryanair. However, there are some area in which improvement is needed to be done such
as most of the time customers face issues in online chatting which can be improved. While most
of the respondent unable to navigate easily
Theme 2 Service of Ryanair
Interpretation and analysis: From the above result it is interpreted that, 34 participants are
satisfied and 28 are highly satisfied that Services of Ryanair is effective. On the other side 32
participant are highly dissatisfied and 11, dissatisfied with the given statement. While 4 out of
them are neutral as they are neither agreeing nor disagreed with the given statement. Therefore, it
is observed that services of Ryanair are more effective and like by customers as compare to other
firm services. Friendly staff of employees satisfied customers ad they feel happier while taking
their services.
Theme 3 Baggage allowance of Ryanair
Interpretation and analysis: When questions asked from customers related to the Baggage
allowance of Ryanair 20 are dissatisfied and 10 are highly dissatisfied. On the other side 12 are
satisfied and 12 are highly satisfied with the baggage allowance of Ryanair. However, 3 among
them are neutral as they are neither agreeing nor disagreed with the given statement.
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Therefore, it is observed that Baggage and allowance are not much effective of Ryanair. There
are most of the people are dissatisfied and due to which they avoid taking flight of Ryanair. Price
of baggage should be reasonable so that people do not face any issues while takin it.
Theme 4 Inflight service of Ryanair
Interpretation and analysis: When questions asked from customers related to the inflight
services of Ryanair. 34 are satisfied and 26 are highly satisfied. On the other side 10 are
dissatisfied and 7 are highly dissatisfied with the inflight services. However, 3 among them are
neutral as they are neither agreeing nor disagreed with the given statement.
Therefore, it is observed that Ryanair provide quality services to its customers and they are
highly satisfied with its food, Wi-Fi and other services. These are also the reason behind
selecting Ryanair.
Theme 5 Security and safety of Ryanair
Interpretation and analysis: When questions asked from customers related to safety and
security of Ryanair. 14 are satisfied and 17 are highly satisfied. On the other side 17 are
dissatisfied and 9 are highly dissatisfied with the inflight services. However, 3 among them are
neutral as they are neither agreeing nor disagreed with the given statement.
Hence, it shows customer face safe and secure while travelling to Ryanair and this is also one of
the reason behind selecting Ryanair flight. Safety of customer should be first and foremost
priority of company so that people like to take their services.
Theme 6: Customer services of Ryanair
Interpretation and analysis: When questions asked from customers related to customer
services of Ryanair different respondent has shown their different views. 20 who are highly
satisfied and 16 are only satisfied. On the other side 14 are dissatisfied and 8 are highly
dissatisfied with the customer services of Ryanair. Among them 4 are neutral as they are neither
agreeing nor disagreed with the given statement.
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It is analysed that customer services of Ryanair are effectives as its employees are well trained
due to this reason they effectively respond to customers. Customer always get satisfied when
they received services on time or their query is responded on time.
Theme 7: Availability at different Destinations of Ryanair
Interpretation and analysis: When questions asked from customers related to Availability at
different Destinations of Ryanair flight different respondent has shown their different views. 4
who are highly satisfied and 9 are only satisfied. On the other side 18 are dissatisfied and 7 are
highly dissatisfied with the availability at different Destinations of Ryanair. Among them 4 are
neutral as they are neither agreeing nor disagreed with the given statement.
Hence it is observed that Ryanair flight is not available at different destination due to this reason
they face problem. On the other side price of their flight is high at available destination due to
this reason many of customer switch to another flight.
3.3 Conclusion, Recommendation and further research areas
Conclusion
From this entire research study, it has been concluded that there is direct relationship
between services quality and customer satisfaction. In order to gain effective profitability and
market share in the airline industry, company have to focus on the services quality as it can meet
the expectation of customer and deliver effective satisfaction (Bauer, 2014). From this report it
has been also concluded that most of the students of UKCBC are effectively satisfied with
existing services of the EasyJet airline company (Billig and Waterman, 2014). In addition to this,
service quality is major factor in the airline industry which can largely influence customer
satisfaction.
Recommendation
From the findings of primary research following recommendation is provided to Ryanair
airline in order to improve their services and increase customer’s satisfaction level.
On the basis of finding of baggage allowance it is recommended that baggage allowance charge
should be kept reasonable so that customer do not face issues while carrying out their baggage
with them. Further Baggage allowance should be depending on different factors such as guest
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type infant/adult and child. Further it is recommended that price at destination should be kept
reasonable so that students can easily afford it.
In order to improve customer satisfaction level in the airline industry, EasyJet airline UK
should provide effective training and development program for its workforce so as they can
perform in better way and meet customer expectation (Cammarota and Fine, 2010). EasyJet
company should implement high quality and latest technology and equipment in its services and
business operation so as company can deliver more high-level services to its customer and meet
their satisfaction in excellent manner.
Further area of research
The present study can use and apply in other industry such as hospitality, retail, health
and care etc., to analyse the relationship between service quality and customer satisfaction. This
study can assist to the scholar in investigating the importance of customer satisfaction and
various factors that can affect it.
TASK 4
4.1 Presentation of the research
Converted in Poster
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