Investigating Customer Satisfaction Levels: Ryanair Airline Services

This research project investigates customer satisfaction levels with Ryanair airline services. The study aims to understand the factors influencing customer perceptions of the airline, including price, service quality, and other relevant aspects. The research employs a mixed-methods approach, primarily relying on a survey of 50 UKCBC students to gather primary data on their experiences with Ryanair. The project utilizes the Kano model to categorize customer preferences and identify areas for improvement. The research design is based on an interpretivism philosophy, inductive reasoning, and an analytical approach. The findings indicate that while customers are satisfied with Ryanair's prices and overall quality, there are areas needing improvement, such as in-flight food and drink quality, cleanliness, and waiting times. The project includes a literature review, research methodology, data analysis, and recommendations for enhancing customer satisfaction. The research utilizes a questionnaire as the primary instrument for data collection and employs basic statistical techniques for analysis. The project concludes with recommendations for Ryanair to improve customer satisfaction.

University
RESEARCH PROJECT
Student Name
Lecturer Name
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Abstract
Purpose
The thrust of the research study is to examine the satisfaction level of customers by
accessing Ryanair’s airline services.
Background
In current competitive world, companies require to provide client-focused services to
their customers so as to satisfy them and promote loyalty. Company with a strongly satisfied
customer base is able to successfully compete with the rivalries. Thus, the current research
will investigate the significance of customer satisfaction for British Airline Sector with
particular focus on Ryanair.
Literature review
Flick (2015), customer satisfaction is the major elements that need to be considered in
the Airlines industry at the time of implementing of services among the consumers. On the
contrary note, Baker, (2014) demonstrated that organization needs to meet the demand of
passengers by providing customer-centred services so as to exceed their expectations and
boost loyalty.
Research design:
The present research study had undertaken following primary research wherein data is
collected through surveying 50 UKCBC student through questionnaire to know their
satisfaction level with Ryanair’s service usage. It is analyzed through creation of themes and
graphical presentation. The study was based on interpretivism paradigm, inductive reasoning
and analytical research design.
Findings
The findings of the study concluded that although customers are satisfied with its
quality and prices but there are few areas where firm need to improve including food and
drink quality on flight, cleanliness maintenance, long waiting time on Ticket counter and
others.
Keywords: Customer satisfaction, Low-cost Airline, customer behaviour, Ryanair Airlines
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Table of Contents
TASK 1......................................................................................................................................6
1.1 Formulate and record possible research outline...............................................................6
1.1.1 Introduction................................................................................................................6
1.1.2 Aims...........................................................................................................................6
1.1.3 Objectives..................................................................................................................6
1.1.4 Research question......................................................................................................7
1.2 Rationale...........................................................................................................................7
1.2.1 Scope..........................................................................................................................7
1.2.2 Research project selection factors..............................................................................7
1.3 Literature review...............................................................................................................8
1.3.1 Customer satisfaction.................................................................................................8
1.3.2 Kano Model...............................................................................................................8
1.4 Research methodology.....................................................................................................9
1.4.1 Research philosophy................................................................................................10
1.4.2 Research approach...................................................................................................10
1.4.3 Research design.......................................................................................................10
1.4.5 Data collection.........................................................................................................11
1.4.5.1 Research instrument..............................................................................................11
1.4.5.2 Sampling method and sample size........................................................................11
1.4.7 Ethical consideration................................................................................................12
1.5 Plan and procedure.........................................................................................................12
TASK 2....................................................................................................................................13
2.1 Discuss the resources used to carry out the entire research work..................................13
2.2 Undertaking the research investigation in according to the specification......................13
2.3 Record the collected data from the participants in the form of table that shows the
responses...............................................................................................................................14
TASK 3....................................................................................................................................16
3.1 Using of appropriate research evaluation technique and describe the importance.........23
3.2 Analysis and interpret the results in terms of original research specification................24
3.3 Develop the recommendation and justify the areas on the customer satisfaction in
Ryanair.................................................................................................................................26
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TASK 4....................................................................................................................................27
CONCLUSION........................................................................................................................27
REFERENCE...........................................................................................................................28
Appendix.............................................................................................................................................31
Kano model......................................................................................................................................31
Questionnaire..................................................................................................................................32
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Customer satisfaction with Ryanair
TASK 1
1.1 Formulate and record possible research outline
1.1.1 Introduction
Customer satisfaction is a concept that helps to determine that how well company’s
products, services and other offerings are exactly in accordance with the actual desire and
need of customers. In the present competitive landscape, none of the entity can successfully
survive in the market without satisfying their customers; hence, it seems the major
contributor factors towards business success. Thus, in order to satisfy final users, they require
identifying what customer need and delivering services accordingly to meet their
expectations.
The satisfaction is the important factors that need to be focused by the organization at the
time of delivering of services or products among the customers. The customer satisfaction
can be best followed by the Kano model. It follows with the five forms of preferences that
help to satisfy the consumers regarding the airline sectors. The low-cost career helps to meet
the demand of consumers (Abdul et al. 2015).
Ryanair is an Irish low-cost airline that is operating in the international as well as
domestic services over 30 countries. Ryanair has also focused on the better services among
the consumers through the emergent and development in the low-cost airlines. There are
number of factors that affects customer satisfaction level such as price, service quality, safety
and security aspect, customer complaint resolving system, availability of flight choices across
different destinations and many others. Current research concentrates on investigating key
factors that influence customer satisfaction level of Ryanair Airline.
1.1.2 Aims
The main aim of the research project includes meeting the customer satisfaction in the
airline's sectors. The company of Ryanair needs to focus on the satisfaction of the consumers
that helps the learner regarding the services.
1.1.3 Objectives
1. To develop clear understanding of the concept of customer satisfaction
2. To examine various factors that affect customer satisfaction level of Ryanair Airlines
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3. To investigate the issues faced by customers while accessing the services offered by
Ryanair
4. To recommend the best ways to increase the satisfaction level of the final users
1.1.4 Research question
1. What is the concept of customer satisfactions?
2. What are the main factors that influence customer satisfaction level of Ryanair?
3. What are the key issues or problems that Ryanair’s customer had faced while
using its services?
4. What are the best ways by which Ryanair can enhance their customer satisfaction
level?
1.2 Rationale
Customer satisfaction is the most important marketing factors that the all the
organization needs to focus. The customer satisfaction helps to measure the services or
products supplied by the company to meet the expectation of the consumers. The satisfaction
of the consumers depends upon the different number of customers getting the experience on
the services or products to meet the specified goals that is necessary to be investigated.
The main reason behind choosing that particular topic is college had provided a list of
several topics. Among all, this research problem is found quite interesting that will explore
customer behaviour, choices and preferences and assess that how service delivery system will
affect their satisfaction level. Thus, scholar had shown interest to investigate numerous
factors affecting customer satisfaction level. Besides this, examining such issue through
gathering primary data set seems easy, as it just requires surveying the customer base of
Ryanair with a set of pre-designed questions printed on the questionnaire and know customer
perception and reviews to assess that how well they are satisfied with it.
1.2.1 Scope
The customer satisfaction provides the information regarding the most frequently
collected indicators to determine the perceptions in a market. The entire customer experience
can be easily noted down on the framework and helps to focus on the improvement of the
services
1.2.2 Research project selection factors
● Benefit Measurement Method
● Constrained Optimization Method
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1.3 Literature review
As opined by Flick (2015), customer satisfaction is the major elements that need to be
considered in the Airlines industry at the time of implementing of services among the
consumers. There lies with the minimum as well as the maximum form of earning of the
customers. Hence, the airline's sectors need to develop a low-cost career regarding the
services provided to the customers. As referred by Baker, (2014), Kano model helps in
implementing the five forms of preferences that can be suitable for the customers. The
organization needs to follow this model to meet the demand of passengers. In order to follow
the entire satisfaction of consumers, the legal aspects need to be considered by the company
(Tckhakaiaet al. 2015).
1.3.1 Customer satisfaction
Customer satisfaction is the most important marketing factors that the all the
organization needs to focus. The customer satisfaction helps to measure the services or
products supplied by the company to meet the expectation of the consumers. The satisfaction
of the consumers depends upon the maximum number of customers getting the experience on
the services or products to meet the specified goals.
1.3.2 Kano Model
The Kano model provides the theory on the development of services and customer
satisfaction. This model helps in the classification of five factors based on the preferences of
the consumers. It includes with must be in the quality, one-dimensional quality, attractive
quality, reverse quality and indifferent quality. These five preferences help to meet the
demand of consumers from the service provided by the company (Heloet al. 2017).
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Figure 1: Kano Model
(Source: Heloet al. 2017)
The resources are implicated from the primary as well as secondary forms of data
gathered by the scholar at the time of carrying out the entire project research work. This will
help the scholar to gather appropriate information regarding the customer satisfaction.
1.4 Research methodology
The research data type includes the qualitative as well as quantitative sources. In this
research project work, the quantitative methods have been followed by the scholar which has
made the conducting of a survey. The survey questionnaire will be distributed among 50
UKCBC students to know the results regarding the customer satisfaction provided by the
airline's sectors, especially Ryanair. The entire data collection methods include with the
survey process that will help to meet the appropriate information regarding the customer
satisfaction. The data analysis methods include the basic statistics in the quantitative analysis
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tools. The entire research project needs to be maintained in the ethical considerations with the
confidentiality, privacy and respect (Wilson, 2014).
1.4.1 Research philosophy
The current research study followed an interpretivism philosophy, in which,
Interpretivist believe that really is socially constructed hence based on social constructivism.
As the current topic of investigation is to know factors that influence customer satisfaction is
a topic of social science, therefore, such philosophy founds appropriate that is related to the
philosophical position of idealism and integrates human interests (Müllerleile and Nissen,
2014).
1.4.2 Research approach
Out of inductive versus deductive approach, former had been used while executing
current study. It is because, being a qualitative research study to know customer perception
and believe about the services offered by Ryanair, inductive approach seems preferable. In
this, the issue had been investigated by the scholar undertaking a set of research questions
rather than any hypothesis. Inductive reasoning moves from specific concept towards
generalization.
1.4.3 Research design
Design of a research simply refers to the strategy followed by investigator to integrate
various components of the study in a logical and coherent manner and thereby assures that
problem had been addressed effectively. There are many research designs such as descriptive,
analytical, exploratory and predictive described below:
Descriptive: As its name, it is the design that depicts general characteristics of the
research phenomenon or participants. Observational research, case study and surveys are
often used methods in descriptive research studies to clearly describe the research problem.
Analytical: This research design attempts to evaluate and examine the research issue
thoroughly. Unlike descriptive, it is not just attempts to obtain information about the current
status but aims to explore the problem in detail.
Exploratory: This design is particularly suitable for those research problems that are
not investigated earlier or researched by limited number of researchers.
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Predictive: As name itself, predictive research design is used to predicts the
probability of something by examining precisely the relationship between various
characteristics or dimension.
Among all, current research study used analytical research design wherein scholar had
put his efforts to know customer perception about Ryanair’s offerings and service quality so
as to measure their satisfaction level. The issue had been investigated and examined
thoroughly to discover various influencing factors of customer satisfaction.
1.4.5 Data collection
There are two types of data set primary as well as the secondary. Primary sources, as its
name, are collected first time whereas secondary data set, on the other side, emphasizes on
using already available set of data set through books, newspaper, blogs, articles,
academicians studies and others (Merlo et al. 2014). Referring the chosen area of study,
primary research had been conducted by the scholar through questionnaire survey. Survey is
the most popular way wherein chosen research participants are surveyed using preferred tool
and helps to acquire realistic data set. On the other hand, the main limitation with this is that
it takes a long time and considered quite expensive way of data collection.
1.4.5.1 Research instrument
Questionnaire is the research instrument used for the current research study. It is a
statement that contains a set of pre-specific questions that are asked to the customers to
gather their responses and perception so as to know their satisfaction level.
1.4.5.2 Sampling method and sample size
The survey or questionnaire is the vital evaluation techniques used in the research work
to deliver the appropriate findings. For the survey, using simple random sampling, a sample
size of 50 students in UKCBC had been selected to generate responses about satisfaction
level among the consumers with the use of Ryanair Airlines services. Random selection is
preferred to avoid biasness in the study and make appropriate decisions about the entire
population.
1.4.6 Data analysis
The process of inspecting or examining the obtained data with the target to discover
meaningful information from the same is called data analysis. Data is evaluated using
different analytical methods & logical reasoning. Quantitative data sets are analyzed
following statistical tests whereas qualitative information is often evaluated performing
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thematic test. Hence, for the current research, thematic analytical method had been employed
by investigator. In such method, findings about the customers thoughts, believe, opinion and
responses had been examined using themes. Moreover, a series of pictures has been presented
to reveal the findings graphically.
1.4.7 Ethical consideration
The principles of confidentiality had been followed throughout the research. Besides
this, researcher worked honestly and avoids any biasness while executing the research.
1.5 Plan and procedure
Activities Week
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Week
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Week
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Wee1
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Week
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Defining research
proposal
Defining
background or
rationale for
study
Literature review
Deciding aims
and objectives
Finalizing aims
and objectives
Devising the
questionnaire
Gathering data
Examining the
data
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