Customer Satisfaction: A Research Project Analysis of Airlines

This project delves into the critical role of customer satisfaction in organizational success, particularly within the context of EasyJet and Ryanair. The research aims to analyze the influential factors driving customer satisfaction, exploring the concept, impact on organizational performance, and various strategies for enhancement. The project encompasses a literature review examining customer satisfaction definitions and its effect on business outcomes. It outlines the research methodology, including qualitative research strategy, an inductive approach, and an interpretivism research philosophy. Data collection methods, including primary and secondary sources, along with sampling techniques, are detailed. Furthermore, the project includes a comprehensive plan and procedure with a timeline for research activities, from topic selection and literature review to data analysis and conclusion. The project provides a detailed exploration of factors influencing customer satisfaction, such as product quality, accessibility, and the importance of online presence and customer loyalty programs. The project also suggests strategies like building customer loyalty, remembering special occasions, providing product information, and investing in self-service support.

Project management

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1 ..............................................................................................................................................1
1.1 Research project outline specifications......................................................................................1
1.2 Factors that have contributed to the process of research project selection.......................2
1.3 Literature review regarding the customer's satisfaction and the different influential factors
of customer's satisfaction........................................................................................................2
1.4 Appropriate methods for the research methodologies......................................................4
1.5 Appropriate plan and procedures for the agreed research specification...........................5
Task 2 ..............................................................................................................................................8
2.1 What are the different resources in order to carry out the research and the relationship
between the research resources and research question (500).................................................8
2.2 Questionnaire to collect the data from the respondents....................................................8
2.3 Records of the respondents from the survey. ..................................................................9
Task 3.............................................................................................................................................11
3.1 Data analysis techniques.................................................................................................11
3.2 Data analysis and interpretation (500)............................................................................11
3.3 Conclusion and recommendation ..................................................................................15

INTRODUCTION
Customer satisfaction is one of the important factor which plays significant role in the
success of the organisation. If he customer is satisfied with the venture, then firm can able to sell
more products and services and able to earn more profit. Customer satisfaction is the marketing
term where marketer measures that how the goods and services is being supplied to the customer
in order to cater their needs and wants. Customer satisfaction refers to the total percentage of
customers who reportedly achieve the satisfaction level by consuming a particular product or
service. This term is very much significant for the marketers because it helps them to serve the
metric by which they can enhance and manage the business activities and operations.
Task 1
1.1 Research project specifications.
Research aim
Key objective of a researcher is “To analyse different influential factors of customer's
satisfaction: A case study of Easy-jet and Ryanair”
Research objectives
 To explore the concept of customer's satisfaction
 To determine the impact of customer satisfaction on organisation performance
 Exploring the various factors which have a great impact over the customer satisfaction
 Suggesting effective strategies through which an organisation can develop customer
satisfaction
Research question
 What is customer satisfaction?
 What is the impact of customer satisfaction on organisation's performance?
 What are the various factors influencing customer satisfaction?
 What are the different strategies through which organisation can enhance their customer's
satisfaction?
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1.2 Factors that have contributed to the procedure selecting a research project
There are many factors that influenced the selection of the research topic. He have
analysed that customer satisfaction plays very important role in the success of a organisation.
Researcher have proper and relevant knowledge and information about the customer's
satisfaction and this is the primary reason he or she have selected the same subject. Other than
that investigator want to conduct more depth analyse about the subject so that he or she find the
different reason why the customers are satisfied or dis-satisfied with the organisation, this is the
second reason that researcher have selected the subject. With that researcher want to explore and
suggest the different strategies to the organisation Easy-jet and Ryanair by which they can serve
high level of satisfaction to the customers.
1.3 Literature review regarding the customer's satisfaction and the different influential factors of
customer's satisfaction.
Concept of customer's satisfaction
According to the view of (Cha and Jang, 2016). It is being known that organisation
activities and operations starts with the customers and ends with the customers. Firm produce
goods and serve services to the customers in order to cater their needs and wants. Thus, it can be
said that customer are the King of the market. All the business image, enhancement, image,
status etc. are dependent on the clients. Hence, it is very much significant for the organisation to
meet the customer's expectation and identify their needs in order to satisfy them. Customer
satisfaction is the measure of how the needs and responses are collaborated and delivered to
excel customer expectation.
In the contradicting view of Agnihotri and Krush, (2016) Customer satisfaction is an
internal element of customer’s experience that exposes a supplier’s behaviour on customer’s
expectation. This can be attained when the organisation have good relationship with the
customers. As it being known that, there are large number of competitors in the market, and it is
very significant for the venture to have customer's satisfaction which helps them to be
differentiate from the different market players. Satisfaction is being linked with the different
aspects such as production activities, marketing of the product and services, quality of material,
customer's response towards the venture, completion of the different projects, complain
management, post delivery services etc.
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Impact of customer's satisfaction on organisation performance
According to the view of Saeidi and Saaeidi, (2015) it have been known that customer's
satisfaction is the most important element for the success of venture. This is because all the
business activities and operations are being done in order to serve high level of satisfaction to the
customers. If the venture is producing high level of quality products, customers will be
impressed.
In the contradicting view of Yoon, (2015) customer's satisfaction is the overall essence
by which company can leave their impression on the customers. This impression which a client
makes regarding organisation is the sum total of all the procedures that goes through, start from
connecting venture before doing any marketing activities that is to post delivery options and
services and managing queries or complaints post delivery. It is very much significant for the
venture to have proper communication and connection with the customers in order to satisfy
their needs and collect the feedback that whether they are satisfied with the venture or not?
Different factors that have great impact over the customer's satisfaction
According to the view of Binks and Chiplin, (2015) It have been identified that there are
several factors that have great impact over the customer's satisfaction and dis-satisfaction. One
of the significant factor is quality of products and services consumed by them. It is being known
that most of the customers buy premium or branded products because they find high quality.
This states that most of customers are found of high quality and this is the reason they agree to
pay high prices. In such case if they do not find good quality of products and services, they will
never come back to the company and buy their products. Thus, it shows that customers get dis-
satisfaction from the brand. This is the reason firm need to focus on quality of products and
services in order to satisfy needs and wants of the customers.
In the contradicting view of Heide and Tracey, (2016) other than that access to the
organisation and their products and services also plays very significant role in the satisfaction of
the customers. If the organisation have no website? no contact information? no search engine
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optimization then there will be no business. The Internet has made finding products and services
a snap. Thus, it is very significant for the venture to be available on internet such as social media
channels like Facebook, Twitter, Instagram etc. As well as on the search engine optimization,
pay per click, digital marketing etc. so that they can promote their business to the large target
market.
Different strategies by which organisation can enhance their customer's satisfaction
According to the view of Bansal and Taylor, (2015) There are several strategics by which
organisation can serve high level of satisfaction to the customers. One of the effective strategy is
Build customer loyalty to increase customer satisfaction.
In the contradicting view of Han and Hyun, (2015) other than that there are several other
strategics which can e used by the venture in order to serve the highest level of satisfaction to the
customers. Firm need to remember the special occasion of the customers such as their birthday,
anniversary etc. Other than that should serve the proper information about the product in order to
educate them and invest in the self service support channel. Top level management of the firm
should lead from the front with the customers services and should have proper communication
and connection with the customers and then deliver them the products.
1.4 Appropriate methods for the research methodologies
Research Strategy: It is a important method of research methodologies which helps the
investigator to collect and analyse the data in order to find the appropriate outcomes. There are
basically two kinds of research strategies which are qualitative and quantitative. Implementation
of this method is dependent on the aim and objectives of the researcher. In order to attain the
objective, researcher have selected qualitative research strategy.
Research Approach: It is also one of an essential chapter of research methodology
which helps the investigator to analyse and evaluate the information about the subject. There are
two types of research approach, that are inductive and deductive. When it comes to the inductive
research approach, investigator generate new theory from the emerging data. On the other side,
in the deductive approach, researcher frame the hypotheses and then conduct the investigation.
In order to attain aim and objectives, scholar have selected inductive research approach.
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Research philosophy: It refers to the value, assumptions and beliefs related to a
particular topic. It deals with the source, nature and development of knowledge, It also affects
the scholar assumption, value and beliefs. There are two types of research philosophy that are
interpretive and positivism. When it comes to the interpretive, several facts reflect the single
fact. On the other hand, in the positivism philosophy, researcher dependent on the different
facts of the data. In order to attain aim and objectives, researcher have selected interpritivism
Research philosophy.
Data collection: It can be referred as one of the most significant chapter of the research
and research methodology by which data can be collected. There are two ways by which data
can be gathered, primary and secondary. When it comes to the primary data collection, then it is
being gathered from those sources where it have never been collected such as survey, personal
interview, observation. On the other hand, when the data is collected from the secondary sources
then books, Journal are being considered.
Sampling: It is the tool by which samples are drawn from the large population. It is not
possible for the researcher to collect information from the whole population, this is the reason
samples are drawn. There are two ways by which samples are drawn that are probabilistic and
non probabilistic. Here researcher have selected random sampling by which 10 tourism students
are selected.
1.5 Appropriate plan and procedures for the agreed research specification.
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Making the proposal of research
Creating aim and research objectives
Writing the background of research
study
Assortment of key research
methodologies
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Data gathering by the sources of
primary and secondary
Investigation of the gathered data
Interpretation of gathered information
to find the expected results
Conclusion and recommendations
Submission of draft of the report
changes as per the feedback
comments
Final Submission
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Task Name Duration Start Finish Predecessors
Investigation task 74 days Mon 2/27/17 Wed 5/17/17
Preparation 14 days Mon 2/27/17 Wed 3/15/17
Selecting the subject of research 7 days Mon 2/27/17 Mon 3/6/17
Creating statement of research 2 days Tue 3/7/17 Thu 3/9/17 3
Determining the time framework
for the allotment of resources 5 days Fri 3/10/17 Wed 3/15/17 4
Execution 49 days Thu 3/16/17 Wed 5/10/17
Taking revaluation of literature 10 days Thu 3/16/17 Tue 3/28/17 5
Selecting the different methods
of investigation 10 days Wed 3/29/17 Wed 4/12/17 7
Computation for the costs 6 days Thu 4/13/17 Wed 4/19/17 8
Analysis of information and
then concluding them 14 days Thu 4/20/17 Wed 5/10/17 9
Evaluate the results 9 days Thu 4/20/17 Mon 5/1/17 9
Project closer 11 days Tue 5/2/17 Wed 5/17/17
Providing last conclusion 5 days Tue 5/2/17 Tue 5/9/17 11
Effective presentation the results
in an proper documents 4 days Wed 5/10/17 Tue 5/16/17 13
Submitting the last report 2 day Wed 5/17/17 Wed 5/17/17 14

Task 2
2.1 What are the different resources in order to carry out the research and the relationship
between the research resources and research question (500)
The understanding that original research is based on first hand data, makes it necessary to
distinguish between various kinds of sources. There are different types of sources in order to
carry out the research which are given below:
Primary sources: - It is one of the important source of the research and it plays the most
significant role in the success of the organisation. The primary source is usually the outcomes or
document that is being reported first hand. On the other hand, primary sources are the original
sources of the research (Bansal and Taylor, 2015). It is not interpretations prepared by another
people. With the help of some effective functions like diaries, poem, court records, surveys,
interviews, works of fiction, numeric data, corpora and official documents, organisation can
accomplish the research successfully.
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Secondary sources: - These sources are based on the value, discuss, comment and analyse of the
primary sources of the research. Secondary source are those that determine or examine primary
sources, including the reference materials, textbooks, dictionaries, studies, encyclopedias and
books or article that interpret (Han and Hyun, 2015). Along with this, these source are those that
describe primary sources, including the review, biographies, monographs, fieldwork and
synthesize original research.
Tertiary sources: - It is the source that summarises or complies facts and knowledge produced by
another people. Tertiary sources are those utilised to manage and determine secondary and
primary sources. These sources based on the primary and secondary sources of the research. This
is often few type of assemblage of primary and secondary sources. It is one of the effective
source of the research. Sources that would be regarded as tertiary source include index, another
classification system, study guides, text books, encyclopedias, wikis, abstracts and databases.
Relationship between the research resources and research question: -
Research objectives are higher level than research questions, but they are linked with
each other. A research question is an answerable inquiry into particular concern and conflicts.
Objectives must always be set after having formulated a great research question. There are some
difference between the research resources and objectives or research questions. A research or
analysis objective is the broad factor of the study and a research question is very particular. The
objective is the target and goal and it can be expresses as sentence where the research question is
a yes or no question (Balaji and Krishnan, 2015). Research sources determine what effect the
situation on the human and research question are the mood swings of the human associated with
the particular stages of the development. Research sources and question both are the important
for the analysis. Through it, they can easily analysis about any of the topic in the personal and
professional life. Research questions are those question upon which your research project will be
focused and for which timely and informed answers can be directly developed based on the
analysis of the information and data you conduct.
2.2 Questionnaire to collect the data from the respondents.
Question 1: How frequently do you travel from the airline of Easy-jet and Ryanair.
 Once in a 2 years
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 Once in a year
 Once in a 6 months
 Once in a 3 months
Question 2: As a customer with Easy-jet and Ryanair, are you satisfied with the different
service that is being served by the firm
 Yes
 No
Question 3: To what level do the different product and services characteristics affect the
customers level of satisfaction
 Highly satisfied
 Moderately satisfied
 Not satisfied
Question 4: What are the different factors that have great impact over the customers satisfaction
 Quality of the product and services
 Price of the products and services
 Marketing strategies of the venture
 Post purchase services
Question 5: Satisfaction is being linked with which factor the most?
 Production activities
 Marketing of the product and services
 Quality of material,
 Customer's response towards the venture
2.3 Records of the respondents from the survey.
Theme 1: How frequently do you travel from the airline of Easy-jet and Ryanair.
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