Research Project: Factors Affecting Consumer Satisfaction at Ryanair

This research project investigates the factors influencing customer satisfaction at Ryanair Airlines, a prominent low-cost airline. The report begins with an introduction outlining the research background, including the importance of customer satisfaction in the airline industry and the impact of various factors on consumer behavior. Task 1 explores possible research outlines, the factors contributing to research project selection, and a critical review of key references, followed by the research project specification. Task 2 focuses on efficient resource matching and a proposed research investigation aligned with the agreed specification. Task 3 involves the use of appropriate research evaluation techniques, interpretation and analysis of results, and recommendations for further consideration. The project aims to analyze different factors responsible for negative and positive impacts on customer satisfaction. The research considers factors such as assurance, responsiveness, reliability, tangibles, and empathy, and their impact on customer satisfaction and business profitability. The report includes an analysis of the airline's services, customer satisfaction, and the impact of changes in the external market.

Research Project

Table of Contents
TITLE:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Record possible research outlines....................................................................................1
1.2 Factors that contribute to the process of research project selection.................................3
1.3 Critical review of key references......................................................................................3
1.4 Research project specification..........................................................................................6
1.5 Appropriate plan and procedures for the agreed research specification...........................7
TASK 2............................................................................................................................................9
2.1 Match resources efficiently to the research question or hypothesis.................................9
2.2 Proposed research investigation in accordance with the agreed....................................10
specification and procedure.................................................................................................10
2.3 Record and collect relevant data where appropriate.......................................................11
TASK 3..........................................................................................................................................12
3.1 Use of appropriate research evaluation technique for study..........................................12
3.2. Interpret and analyse the results in terms of the original research specification...........14
3.3 Make recommendations and justify areas for further consideration..............................22
TASK 4..........................................................................................................................................23
Covered in Poster.................................................................................................................23
CONCLUSION..............................................................................................................................23
REFERENCES..............................................................................................................................25

TITLE:
To determine the factors that influence consumer satisfaction at airline company. A study
on Ryanair Airlines.
INTRODUCTION
Customers refers to the individuals who are ready to avail services or purchase products
from consumers. Hence services and products must be provided according to requirement of
consumers. These days, there are changes which are taking place in external market, so it is
essential to make alterations according to requirements. This helps to provide satisfaction to
consumers and they are ready to avail services from them. These days business operations are
expanding from one place to globalise level, so in this digitalisation helps to communicate with
workforce and employees of organisation (Bayraktar and et. al., 2012). Digitalisation is
essentials because this provides ease in delivering information related to products and services to
consumers and make synchronisation in business operations performed by workforce. This report
is based on Ryanair Airlines. This is the organisation which is an Irish low cost airlines
association. This organisation was established in 1984 having head quarter in Ireland. In this
research, there is discussion about formulation of person specification, implementation of
procedure and research specification and at last evaluation of research outcome.
TASK 1
1.1 Record possible research outlines
As the title suggests, this research project will be focusing around how specific factors
can affect the customer’s satisfaction at the airline company Ryanair Airlines. The airline
company Ryanair Airlines is one of the most successful airlines; this is mainly because Ryanair
Airlines provides budget services to the customers.
Research Background: The whole of the research project is focussed on the topic
‘Factors influencing the customer satisfaction of the Ryanair Airlines’. This research project will
analyse the different types of customer satisfaction and the factors that make the overall
customer satisfaction really good in a company (Bayraktar and et. al., 2012). Researcher will
research why having a really good customer satisfaction is essential in an business and what the
effects of having a bad customer satisfaction can lead to and how it can be improved. In this
case, Ryanair Airlines offer low cost air plane tickets. This makes the customer satisfaction quite

high as cheap air plane tickets can extend on a wider audience. Ryanair Airlines should provide
what is promised, if the tickets are low, then the food shouldn’t be too expensive on the plane
itself, if it is expensive then the customer’s may not really enjoy the expensive food and drinks,
which decreases the customer satisfaction.
In this research, there is discussion about factors which give negative or positive impact
on customer satisfaction. As there are many changes which are taking place in external
environment, it affects consumer satisfaction. Ryanair Airlines is the organisation which deals in
airline services, so it is important to make changes in services according to demand of
consumers. Hence in order to provide satisfaction to consumers it is essential to communicate
properly with the help of increase sales and provides. Data has been collected through primary
and secondary sources to research to the conclusions (Chen, 2012).
As it is known, customer satisfaction is very important in every aspect. Having really
good customer satisfaction can make a positive impact on the company, and if consumers have a
bad customer satisfaction then it gives negative impact on the company. Because of the raise of
travel and tourism, there was obviously an increase in the Airline services. Therefore, Ryanair
Airlines has to keep up with every aspect of the business, including this research project’s topic,
customer satisfaction. Ryanair Airlines provide low cost flights; this is one reason of the
customer satisfaction; however that isn’t the only factor that comes to satisfaction level of
customer. There is also the factor of service on the plane, comfort, food and drinks prices and
many more. There are various aspects which affect the performance of the business such as the
competition level, satisfaction level of the customers and other factors (Arif, et. al., 2013). So in
order to avoid a slow performance for Ryanair Airlines, there needs to be careful analysis on
various factors that surround customer satisfaction. There are various factors which affect the
satisfaction level of the customers and these factors include price of the services, quality of the
service, frequency of the services, brand name of the company and network of the services
(Chow, 2014).
Aim:
To analyse different factors that are responsible for the negative and positive impact over
the customer satisfaction at an airline company. A study on Ryanair Airlines.
Objectives:
 To understand the concept of customer satisfaction.

 To understand the impact of change in level of consumer satisfaction on Ryanair Airlines.
 To evaluate the factors that result in the change of customer satisfaction in Ryanair
Airlines.
Questions:
 Do you understand concept of customer satisfaction?
 What are the reasons which affects level of consumer satisfaction?
 What are the factors which results in the change of customer satisfaction in Ryanair
Airlines?
1.2 Factors that contribute to the process of research project selection
This research is based on factors which affects consumer satisfaction in tourism sector.
This topic is selected because there are many changes which are taking place in tourism sector.
Hence it is interesting to understand and analyse changes that affects consumer satisfaction.
There are some factors which contributes in selecting this research topic: people, problems,
phenomena, program. With the helps of these factors, researcher is able to analyse scope of
performing research activities (Grissemann and Stokburger-Sauer, 2012). Apart from this there
are some other factors which contributes in selecting this topic which are discussed as under-
 Analysing changes taking place in demand of consumers.
 Services provided by travel and tourism organisations.
 Technological changes taking place in external market.
 Potential scope of growth for travel and tourism sector.
This topic is concurrent to recent market and have wide scope so it is easy to perform
research by analysing external market. There is the scope of the topic which is quite wide and in
itself covers different aspects of business environment. With selecting this topic, researcher is
able to analyse change in trend and its impact on alterations in services offered by Ryanair
Airlines. Hence this topic is wide and interesting, so researcher can easily collect information
from respondents. This motivates researcher to select this topic and in-depth analyse can be
done.
1.3 Critical review of key references
The overall concept of customer satisfaction
Customer satisfaction refers to providing up to the mark services which is relevant for
getting success in industry. According to Megha Rajeev, total number of consumers who gives

positive response towards product or services to consumers. There are possibilities that
consumers gives negative impact, hence in this case there are possibilities of low goodwill which
affects its presence in industry. In order to provide satisfaction to consumers, managers of
Ryanair Airlines has to make changes in services according to demand of consumers. These
days, there is more trend for travelling from one place to another, hence tourism business
organisations has to be alter their products and services. In case of Ryanair Airlines, mangers has
to take feedback regarding quality of services, additions which consumer need, level of comfort,
facilities, etc. By keeping these factors in mind, it is easy to provide satisfaction to consumers.
All businesses have the same thing in common, and that is customer satisfaction, this is the most
important factor in a business, depending on the customer’s satisfaction a business can either be
very successful or not as successful as others.
As there is much competition in travel and tourism business, so it is essential to make
some changes in working style which helps to compete with them and make long term relations
with consumers. As per above mentioned factors, if managers of Ryanair Airlines are able to get
achieve above mentioned components, then customer satisfaction can be achieved. When
consumers are satisfied, then there are less possibilities that they prefer to avail services from
competitive brand.
The impact of change in level of consumer satisfaction on Ryanair Airlines
In tourism business, there is trend for growth and development of business. There are
many changes which are taking place in industry because people visits for different reasons. As
compared to past years, there are different reasons such business tour, education trips, family
outing, etc. for which people prefers to visit from one place to another. Hence managers of
Ryanair Airlines has to analyse demand for which consumers avail services such as distance,
comfort, customised services, etc. As per demand airlines organisation has to make changes in
their services, this makes them competent to other organisation. According to Hill and
Alexander, 2017. in current trends solo trips, wellness trips, cruise travelling, etc. are some
emerging options which are current trends in travel and tourism industry. There is positive
impact on growth Ryanair airlines due to consumer satisfaction because satisfied consumer is
ready to avail services in future and they makes promotion of brand. While unsatisfied
consumers do not prefer brand and does not recommend to their peer members.

Ryanair Airlines is the company which provides low rate services to consumers, hence in
this case quality is the prime aspect which has to be considered by managers of Ryanair Airlines.
Cost is the main aspect which attracts or distracts consumers to avail services. When some extra
services are provided, then this is costly for consumers which effects sales and revenue of
organisation (Keiningham, et. al., 2014). In case consumer want A class services, then in this
case cost of air plane fare is high. For instance: consumer wants to recliners, then in this case
cost of fare is high as compared to economic class.
The factors that result in the change of customer satisfaction in Ryanair Airlines
Ryanair Airlines is the company which provides air ways services. As there are many
organisations which deals in this sector, so it is responsibility of managers to analyse factors
which affects demand of consumers. Customer satisfaction is a crucial aspect which determines
the success of the business and the growth prospects of the business (Gautam, 2011). Every
business has motive, i.e. to offer the best quality products to their customer. This assist in
increasing customer satisfaction. Various factors or aspects are present which are responsible for
the purpose of enhancing or determining the satisfaction level of the customers of Ryanair
Airlines (Gupta & Sharma, 2011). Customer satisfaction is mainly based and dependant on the
factors below:
Assurance: This is simply the credibility or the courtesy of staff. This factor determines how
staff treats its employees.
Responsiveness: This is the willingness of the staff to server the customers. Getting faster
responses on orders or questions during the flight increases the quality of the customer service.
Reliability: This is the ability to perform certain and promised tasks.
Tangible: This refers to the materials associated with the service that helps in communicating
with the customers.
Empathy: This is the tone and body language when staff communicates with the customers.
Between the customer satisfaction and profitability and the rate at which the business is
growing, there is a direct link. If the customer satisfaction is high, then the company will get
good reviews, therefore the business will get more and more customers which will lead to growth
and profit. The factors which create impact over the satisfaction level of the customers include-
Quality of the services offered by Ryanair Airlines- Quality of services is one of the most
important and crucial factor which makes consumer satisfied. In case of air lines services, quality

of service offered by Ryanair Airlines such as complementary things, comfort, etc. are important
to make long term relations with consumers (Hill and Brierley, 2017).
Brand value- Brand value of Ryanair Airlines is important because these days consumes
are more brand conscious. Brand value of Ryanair Airlines, then consumers are satisfied that
they are availing services under good name. Brand image can be increased by providing up to the
mark services.
Offers offered- Offers refers to discount policies which is planned by tour operators.
There is peak time for travelling and wondering different place for the sake of touring and visit,
hence in this case there are some offers, discounts, coupons on different basis which helps
consumers to retain and avail services from them. This is the best technique for Ryanair Airlines
to maintain long term relations by satisfying them.
Pricing policies of the competitors- In airlines organisation, there is more competition, so
in this case managers of Ryanair Airlines has to analyse policies of other firms. This helps to
maintain cost of services low and this is significant for keeping consumer satisfied. This is the
major aspect which affects consumer satisfaction.
1.4 Research project specification
Project specification refers to activities which are performed to complete research. This
research is based on factors which influence customer satisfaction in negative or positive
manner. While conducting research, there is requirement of proper planning which helps to
perform research activity one after another, so research can be completed within specified time.
As there are many factors such comfort level, quality of services, etc. which affects consumer
satisfaction. Aim behind conducting this research is to understand the concept of customer
satisfaction, trends in tourism business which provides satisfaction to consumers. At last there is
discussion about factors which affects consumer satisfaction (Jhandir, 2012). With this research,
it is easy to understand activities which are required to perform by managers of Ryanair Airlines
to provide satisfactory services. There is direct relationship between growth of business and
consumer satisfaction. When consumers are satisfied then they prefer to avail services from
Ryanair Airlines which ultimately helps in achieving business growth and profitability.
In this research, different techniques are used to conduct research which helps to achieve
aims and objectives. Primary and secondary data are used which is relevant for collecting and
providing proper recommendations to managers of Ryanair Airlines to maintain long term

relations with work force. Thematic approach is used to provide brief introduction about
questions. Hence it is easy to provide information about questions asked by respondents.
Questions:
 Do you understand concept of customer satisfaction?
 What are the reasons which affects level of consumer satisfaction?
 What are the factors which results in the change of customer satisfaction in Ryanair
Airlines?
In this research there are different chapters which helps to analyse knowledge about
research topic. This helps to achieve aims and objectives of research. In this chapter 1 includes
introduction in which there is discussion about overview of topic, research background,
significance of research, aims, objectives and research questions. In chapter 2 there is discussion
about objectives of research with overview of authors. Chapter 3 covers methodology which
covers different aspects to conduct research. With the help of this technique, it is easy to conduct
research in appropriate manner. Chapter 4 conducts finding and discussion which is based on
questionnaire, chapter 5 consist of recommendations and conclusion which is based on
interpretation of questionnaire. With the help of these chapters it is easy to perform research in
ethical and reliable manner.
1.5 Appropriate plan and procedures for the agreed research specification
There are many activities which are performed in order to achieve aims and objectives of
research. Hence there is process procedure which has to be followed by researcher in order to
collect data and collect appropriate recommendation and interpretation over research topic. With
division of activities, thee are some specific time required to complete activities of research. This
includes introduction, aims and objectives, literature review, data collection and analysis, data
interpretation, etc.
Time scale is technique which is used by researcher in order to complete research within
specific time. As in research, there are many different activities which has to be followed, then in
this case with the help of time scale, it is easy to provide different time to each activity of
research (Orel and Kara, 2014). This helps to compete research within specified time with
achieving aims and objectives because team mates are aware activities which has to be
performed one after another. This research is completed within 8 weeks.

TASK 2
2.1 Match resources efficiently to the research question or hypothesis
Research is time consuming process hence there are some specific techniques which are
required to complete business activities in effective and relevant manner. Research is conducted
with the help of number of people, so it is essential to follow some techniques which is relevant
for conducting research in ethical and significant manner.
 Research design is the main component which helps to create a blue print for conducting
research activities. Research design helps to conduct research in structured form as it
covers systematic approach to deliver appropriate information. Research design is
essential to make proper synchronisation in research activities, so it can be completed
within specified budget and time. There are mainly three types of research i.e. descriptive, exploratory research. In this
research, there is use of descriptive research because this provides in- depth analysis
about research topic is possible (Rego, Morgan and Fornell, 2013). There are many
changes takes place while conducting research, so all these factors are considered in it.
This is relevant to give authentic and relevant information to host changes. Hence there is
relation between current trends and prospects of research outcome. Research philosophy: This is the used to collect appropriate data and then its
interpretation. There are mainly third methods to research philosophy i.e. pragmatist,

positivist, interpretivist research philosophy. In this research, there is use of pragmatist
philosophy. This is the philosophy which is used to get appropriate data and this is
significant for getting relevant outcome. Hence it is easy to make decisions on relevant
topic. Research approach: Deductive approach is used because this is the best way to collect
information and then provide interpretation over it. With deductive approach, it is easy to
analyse changes which is relevant to make alterations according to requirement of
business operations. With this approach, it is easy for researcher to be focused and collect
appropriate information from respondents which helps in interpreting and
recommendation right approaches.
 Research ethics and reliability: This research is conducted in from authentic sources so
it is easy to provide information in effective and significant manner. Researcher collects
data from respondents to provide recommendations and information which helps
researcher to communicate to reader (Ryu and et. al., 2012). There is use of some
approaches which provides reliable and authentic information. While conducting this
research researcher collects some data from respondents is used for authentic and
appropriate manner.
2.2 Proposed research investigation in accordance with the agreed specification and procedure
Research is all about collecting data from respondents on some specific research topic.
Hence in this case, there is requirement of some investigation about research topic. Collecting of
data is important because this is the main operations which helps to provide relevant information
to readers and enhance their knowledge. There are two main methods to collect information:
primary and secondary data. In this research, both the methods are used as this helps to collect
appropriate data and hence it is easy to make provide appropriate recommendations and
conclusions. There needs to be both primary and secondary research, so to be accurate in
providing conclusions.
Primary data refers to the data which researcher collects on their own on some specific
topic. Hence this data is more relevant and appropriate because it is new and fresh. So, decision
and interpretation provided by researcher is proper and authentic. There are different methods
such as questionnaire, personal interview, modelling, case study, etc. In this report, questionnaire
is used. Questionnaire refers to the process in which number of questions are asked with