Analyzing Digital Marketing's Role in EasyJet Customer Satisfaction

This report presents a comprehensive analysis of the impact of digital marketing on customer satisfaction, using EasyJet as a case study. The study begins with a background of the airline industry's competitive landscape and the increasing importance of digital marketing. It outlines EasyJet's company overview, its aims and objectives to identify the impact of digital marketing in enhancing customer satisfaction, evaluate the link between digital marketing and customer satisfaction, identify the importance of digital marketing on customer satisfaction, and recommend different ways through which EasyJet can make the customer satisfied. The report explores research questions related to the impact and importance of digital marketing in enhancing customer satisfaction. It discusses the importance of digital marketing in increasing customer satisfaction and its impact, covering aspects like providing proper information and schemes, and addressing customer issues. The research methodology includes an exploratory research design with an inductive approach, collecting data through surveys and secondary sources. The data analysis will be conducted using thematic analysis. The report concludes with a discussion on the research's reliability and validity, ensuring that the data is authentic and accurate. The report aims to provide insights into how digital marketing strategies can be effectively used by EasyJet to enhance customer satisfaction and maintain a competitive advantage.

To analyze the impact of digital
marketing in enhancing customer
satisfaction: A case study on EasyJet

TABLE OF CONTENTS
TASK 1............................................................................................................................................3
1.2................................................................................................................................................4
1.3................................................................................................................................................4
1.4................................................................................................................................................5
1.5................................................................................................................................................5
TASK 2............................................................................................................................................7
2.1................................................................................................................................................7
2.2................................................................................................................................................8
2.3................................................................................................................................................8
TASK 3..........................................................................................................................................10
3.1..............................................................................................................................................10
3.2..............................................................................................................................................10
3.3..............................................................................................................................................15
REFERENCES..............................................................................................................................17
APPENDIX....................................................................................................................................18

TASK 1
Background of the study
With the increasing competition, it has become essential for the organization to carry out
proper marketing so that the customer can be made aware of the services and satisfaction can be
achieved. In the present scenario, digital marketing has taken an important place in enhancing the
customer satisfaction. Basically, the sources which are included in this type of marketing are
video advertising, social media marketing, search marketing, display marketing etc. as for
attracting more customers it is essential for the company to use those mediums which are
adopted by the public (Kuo, Wu and Deng, 2009). As the environment has become tech savvy,
so it has become convenient for the users to use these sources. The tool is not only used for
increasing the customer satisfaction but on the other hand, it can be used by the organization for
creating competitive advantage in the market. Besides this, the airlines market has become
competitive which forces the firm to develop the strategy which can attract the customers as well
as can help the organization to retain the users (EasyJet highlights service and digital
advancements in latest campaign, 2016). In the present era it has been witnessed that the
organization who advertises the most are one of the most profitable firm. further, in case of
EasyJet which has been acquiring its customers through the low cost services are not planning to
carry out the marketing by using the digital means as this will aid them to increase the
satisfaction of customer (Liao, Chen and Yen, 2007).
Company overview
EasyJet is a British low cost airline which has been attracting its customers through the
services which are provided by them. It was found in the year 1995 and from then it has been
expanding its airline service in different countries. EasyJet has been operating on around 820
routes in 32 countries. Further, this organization has purchased many rival airlines and in this it
includes in GB airlines. Besides this, the company has adopted digital marketing as a competitive
strategy for making the customers aware about the services and creating brand awareness. Now,
the focus of the company is to create competitive advantage in the field of marketing.
Aim

To analyze the impact of digital marketing in enhancing customer satisfaction: A case
study on EasyJet
Objectives
 To identify the impact of digital marketing in enhancing customer satisfaction of EasyJet
 To evaluate the link between digital marketing and customer satisfaction
 To identify the importance of digital marketing on customer satisfaction
 To recommend different ways through which EasyJet can make the customer satisfied
Research questions
 What is the impact of digital marketing in enhancing customer satisfaction
 How digital marketing and customer satisfaction are linked
 What is the importance of digital marketing on enhancing customer satisfaction in
EasyJet
 What are the ways through which EasyJet can make its customer satisfied
1.2
For carrying out the research report, there are various factors which have been taken into
consideration. Due to the increasing knowledge and usage of digital media it has become
important for EasyJet to change its way of marketing and adopt the method which are preferred
by the customers. This will help in increasing customer satisfaction. Another reason is increasing
competition in the airline industry (Weber, 2009). To become profitable in the industry, it has
become important that the organization is required to capture that segment which can help in
building competitive advantage. Now, EasyJet want change to do its positioning by becoming
leader in digital marketing. Besides this, the research is carried out because the customers require
information regarding the new services and the schemes which are provided by them. This can
be provided through digital marketing and with the help of this they can make use of it. So
according to the market trends and the issue research report is made on the impact of digital
marketing on customer satisfaction. Besides this, another reason for choosing this topic was that
less amount will be required by the organization to spend on this marketing activity. Through the
online means the company does not have to spend more and it will help in serving large number
of customers. Due to this reason it has made digital marketing effective and will help the

company in effectively marketing its products. As the EasyJet has been positioned according to
the low budget flight but with the help of digital marketing they can attract the customers and
make them satisfy by providing effective products. This research topic has been chosen because
EasyJet can expand its target customers by focusing on the marketing activities. As per the
present era, most of the organization is competing on the basis of the advertisements which are
made by the rivalry companies. Due to this, it has become significant for them to use different
media which can help them to emphasize on different aspects. Further, EasyJet will get the new
area to satisfy its customers. This will surely increase the satisfaction level of the customers.
1.3
Importance of digital marketing in increasing customer satisfaction
According to Chaffey, Smith and Smith, (2012) there is vast importance of digital
marketing in increasing the customer satisfaction. This can be used as an influential tool for the
customers to attract them as well as to retain them. It is important for the EasyJet airlines because
they can give information to the customers by using the social media marketing. Besides this, on
their websites, they can highlight the schemes which are provided to the customers. This can lure
the customer can they can buy their services. These facilities make the passengers satisfied with
the services of the flight because all information which is necessary for them will be given at the
door step by the organization. The customer satisfaction increases when there are demands are
fulfilled and the complaints are answered by the organization. Through emails, EasyJet can ask
the feedback from the customers and they can store it in the data base. This will help to identify
the problems regarding the issues which are witnessed by the customers. According to Wang and
Liao, (2007) digital marketing helps in expanding the customer base, through the proper
marketing, EasyJet will acquire new customers which will further leads to profitability. Besides
this, as in case of marketing through mobile the EasyJet can inform the customers about the
change in time schedule as well as delay in the flight. This builds the reason for the customer to
trust on the airline. As it is the low cost airline, through digital media they can provide those
features which are given by the expensive airline. This will not only help in satisfying the
customers but they will assist in retaining them (Ibrahim, 2010).
Impact of digital marketing in enhancing customer satisfaction
According to Ryan, (2014) there is a huge impact of digital marketing on increasing
customer satisfaction because to retain the passengers it is essential for the EasyJet to increase

their satisfaction. The ways through which the customer can attain satisfaction is through
providing them proper information, giving them proper schemes, reverting back the problem and
the issues which they are facing and providing them with appropriate services. These are the
aspects which help the users to make them satisfied with EasyJet. These can be possible if the
organization uses the digital marketing technique by providing them all the information.
According to Wertime and Fenwick, 2011Digital marketing has huge impact because for the
updates the customer prefers to use the electronic gadgets because they feel that they can easily
get the knowledge from that. The mobiles, laptops etc are the sources which are used by them
frequently for different means. So enhancing the customer satisfaction, the digital media plays an
important part (Heinone and Strandvik, 2007).
1.4
To perform the entire research in such a way that most valid and reliable results would be
gained, different tools and techniques will be used by the researcher. However, selection of tools
will be based on the nature of study and accordingly, desired goals of investigation will be
attained. Methods that researcher will be using to attain the aim and objectives of present study
are:
 Research design–It serves as the framework under which complete study is conducted.
Research design is termed as the blueprint of what all activities are going to be done in
the study. In order to analyze the impact of digital media on customer satisfaction with
respect to EasyJet, exploratory research design will be used in which main stress will be
given on exploring new ideas.
 Research approach - It can be termed as the guideline according to which entire research
will be carried out. There are two kinds of research approaches, that is, inductive and
deductive. In the present study, researcher will use the inductive approach in which
information will move from specific to general and accordingly, the collected information
will be assessed to make the final conclusion (Neuman, 2005). However, on the other
hand, in deductive approach, content goes general to specific. Thus, in this study, specific
information will be collected, that is, accurate and reliable with the topic and at last,
general recommendations for the same will be given with respect to EasyJet.

 Data collection –It is most important part of study where information related to topic is
collected from different sources. There are mainly two kinds of sources, that is, primary
and secondary. In the present research, data from both kinds of sources will be gathered.
For primary information that will be collected for the first time, data will be collected
through the help of survey in which tool of questionnaire will be used. On the contrary,
for secondary information, data will be gathered through different books, journals and
online articles published through distinct authors on the same topic.
 Sampling –A sample size is always required to make a survey as taking response from the
whole research universe is not possible. Questionnaire made by researcher is based on
analyzing the impact of digital media on customer satisfaction in relation with .For the
same, sample size will be 20 students from UKCBC College. These students will be
selected by using random sampling method in which all candidates have equal chances to
get selected in the sample.
 Data analysis –After collection of data, later part is to analyze it which can be done
through either quantitative or qualitative method. Also, in some studies, both these
methods are used (Patton, 2005). For analyzing the impact of digital media on customer
satisfaction with respect to, qualitative data will be used that will be analyzed through
using the tool of thematic analysis. In this different themes will be prepared on the basis
of which, final conclusion will be made.
 Reliability and validity –Reliability refers that whether the data used in present research
is authentic and true to the researcher’s knowledge or not. Along with that, it ensures that
when the study on same topic will be repeated again, the final results should be the same.
However, validity refers to the extent to which collected data is accurate. In the present
study, data published before 2007 with respect to the topic of research will not be taken
into consideration.
Aim
To analyze the impact of digital marketing in enhancing customer satisfaction: A case
study on EasyJet
Objectives
 To identify the impact of digital marketing in enhancing customer satisfaction of EasyJet

 To evaluate the link between digital marketing and customer satisfaction
 To identify the importance of digital marketing on customer satisfaction
 To recommend different ways through which EasyJet can make the customer satisfied
Research questions
 What is the impact of digital marketing in enhancing customer satisfaction
 How digital marketing and customer satisfaction are linked
 What is the importance of digital marketing on enhancing customer satisfaction in
EasyJet
 What are the ways through which EasyJet can make its customer satisfied
1.5
Gantt chart
Activity Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9
Research
Proposal
Reading
various
sources
Forming aims
and objectives
literature
review
Collecting
secondary data
Evaluating the
data
research
approach
research
methodology

Developing
questionnaire
Arranging
Interview
with students
Conducting the
interview
Gathering
information
Findings
Evaluating the
information
Complete
remaining
chapters
Submitting
Revising the
report
Printing and
binding
Final
submission
TASK 2
2.1
There are several resources which are required for carrying out the research report. One
of the major resources is the time. Proper time is needed by the researcher to gather the
information and the data which has been collected. Time is one of the crucial factors because

with the time constraint the researcher will not be able to collect and analyze the data
appropriately. Time is the significant source because in analyzing the data as well as books many
days are consumed. In case proper time is not given then the result will not be perfect. This will
hinder the result which is gained from the study. Besides this, another resource which is required
by the research for undertaking the research report is finance. Without proper money it will not
be convenient for the researcher to make the research successful. Finance is needed to carry out
all the activities. Besides this, books, journals are also the resources which help in collecting
relevant data. Without them it is impossible for the researcher to gather appropriate information.
There is direct relationship between the research resources and the research question. In
this, questionnaire is taken as the resource because through this only the scholar is able to get the
information which is helpful in identifying the result. Through this, primary data has been
collected but to conduct the proper study, the scholar also requires the secondary data as it is
helpful in gaining the previous information which has been collected by different authors.
Research resources provide the information and this only possible with the help of research
questions. As per the research question only, the firm identifies the sources from where they can
get the relevant data. Besides this, there are several types of books, journal etc. but according to
the research questions only the books has been referred. So if one of them is missing then proper
data cannot be data. Secondary data is possible because consulting proper books. So from this, it
can be said that there is direct relationship between them. The researcher has taken data from
only those books which are related with the topic. According to that only, the scholar has made
the questions. So it can be said that the research resources as well as the questions are directly
related.
2.2
For collecting the primary data 20 UKCBC students have been taken. With the help of
the questionnaire the researcher will be able to collect data on the use of digital marketing. This
will help to know the popularity and the satisfaction level of customers. The questions are asked
regarding benefits of digital marketing and how they are influencing the buyers to take their
services. Further, the primary data helps to know the actual facts which are related to the digital
marketing. The advantage is that it has been asked to those students who have been using the
services of EasyJet flight.

QUESTIONNAIRE
1. Name
2. Gender
 Male
 Female
3. Does EasyJet provide information through digital marketing?
 Yes
 No
4. What information is given on digital marketing?
 Different schemes
 Discount offers
 Both
5. Digital marketing helps EasyJet in enhancing customer satisfaction?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
6. In your view, what sources of digital marketing are used by EasyJet?
 E-mail
 Company’s website
 Mobile
 Display advertising
7. Does information shared through digital marketing is beneficial?
 Yes
 No
8. Are you satisfied with the information provided on digital marketing
 Yes
 No
9. Why it is important for the EasyJet to adopt digital marketing

 Due to increasing competition
 New positioning strategy
 Expanding the market through advertisement.
10. Recommend the ways in which EasyJet can enhance customer satisfaction
2.3
Gender No of respondents
Male 13
Female 7
1. Does EasyJet provide
information through
digital marketing?
No of respondents
(%)
Yes 85
No 15
2 What information is
given on digital media?
No of respondents
(%)
Different schemes 30
Discount offers 25
Both 45
3. Digital marketing
helps EasyJet in
enhancing customer
satisfaction?
No of respondents
(%)