Dissertation: Analyzing the Future of Low Cost Carriers in Aviation

This dissertation examines the evolving landscape of low-cost carriers (LCCs) in the aviation industry, with a particular focus on Ryanair. It begins by establishing the background and rationale for the research, highlighting the significant changes and challenges within the airline industry, and the rise of LCCs. The study investigates the current state and future prospects of LCCs, including their operational models, cost-cutting strategies, and the impact of globalization and market deregulation. The research addresses the challenges LCCs face, such as competition, brand image, and infrastructure limitations. The dissertation employs a comprehensive research methodology, including literature review, data analysis, and a discussion of findings, to predict the survival and future growth options for LCCs. The findings are then used to provide insights into the factors that influence the success and survival of low-cost airlines in a dynamic and competitive market. The research concludes with a summary of the key findings, interpretations, and recommendations for the future of LCCs, contributing to the understanding of airline management and strategic decision-making in the aviation sector.

DISSERTATION
The future of low cost carriers

ABSTRACT
Concept of low cost carrier has gained great attention in the present business
environment. It is an air service which generally has lower fares and fewer comforts. It can also
be understood as a carrier with low ticket prices and limited services, irrespective of their
operating models. For this research, Ryanair Ltd Company is selected because it will find out
how the company is managing its business on the basis of such low cost structure. It investigates
the challenges faced by the carrier in meeting the needs of its clients and due to globalization.
Low Cost airlines doing business across the world have designed their business strategies on the
basis of South West’s model. More and more companies had modified the use of this model
along with the increase in the size of the industry.A European market airline such as EasyJet and
Ryanair follows the traditional cost leadership strategy with regard to offering of basic services.
Although it cannot be concluded that they have stepped out from the original strategy. It has
been observed that LCCs have been based out of and operated into secondary airports. Almost all
the airline firms have followed the trend of cost cutting since the introduction of internet ticket
booking. It has limited the involvement of travel agents in distribution of the services.
A significant reduction in the labour cost has also been noticed in the LCCs industry. For
instance activities like ground handling can be outsourced to other firms. There are clear symbols
that many low cost airlines are adopting the strategy of differentiation. European Union is now
started being considered as a single aviation area where domestic LCCs can operate and compete
with each other. The industry is also contributing in increasing the importance of travel and
tourism within the society. People are travelling from one country to another on regular basis.
In Europe the concept of LCCs was initiated in UK and Ireland in 1995. At that time,
companies like EasyJet and Ryanair came into the market. Their success was recognized through
economic framework which encouraged the low cost airline industry. There are several
challenges faced by Low cost airline industry such as survival, low brand image, high
maintenance cost, infrastructure, Dominance from big companies, Air crashes as well as
increasing competition. For the same, firms are required to concentrate on their operations and
consumer perceptions in order to assure their existence in the rapidly changing aviation
environment. Hence it can be a difficult challenge for them.
TABLE OF CONTENTS

Dissertation......................................................................................................................................1
The future of low cost carriers.........................................................................................................1
Chapter 1 – Introduction..................................................................................................................1
1.1 Introduction............................................................................................................................1
1.1 Background of the research...................................................................................................2
1.2 Background of the organization.............................................................................................2
1.3 Rationale of the research.......................................................................................................3
1.4 Aim and objectives of the study............................................................................................3
1.5 Significance of the study.......................................................................................................3
1.6 Structure of the report............................................................................................................4
Chapter 2 Literature Review............................................................................................................5
2.1 Introduction............................................................................................................................5
2.2 Current state of the Low Cost Airline Industry.....................................................................5
2.3 Current effectiveness and efficiency of the low cost airlines................................................6
2.4 Future of Low Cost Airlines..................................................................................................7
2.5 UK-Europe low cost airline industry.....................................................................................8
2.6 Challenges faced by the Low Cost Airlines..........................................................................9
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
3.1 Introduction..........................................................................................................................12
3.2 Research Approach..............................................................................................................12
3.3 Research Philosophy............................................................................................................12
3.4 Research Design..................................................................................................................13
3.5 Data Collection....................................................................................................................14
3.6 Sampling..............................................................................................................................15
3.7 Data Analysis.......................................................................................................................15
3.8 Reliability and Validity........................................................................................................16
3.9 Ethical Consideration...........................................................................................................16
CHAPTER – 4 DATA ANALYSIS..............................................................................................18
Introduction................................................................................................................................18
Findings.....................................................................................................................................18
Interpretation..............................................................................................................................23
Chapter 5 Conclusion....................................................................................................................33
References......................................................................................................................................37

CHAPTER 1 – INTRODUCTION
1.1 Introduction
According to Forgas, Moliner and Palau, (2010), Air transport has always been
considered as a very special sector within the international context. It facilitates growth in
economic and social areas. The domestic as well as international tourism is gaining huge
popularity due to air transport. This sector has played a dominant role in the process of
globalization. In the year 2008, US$ 535 billion was generated as compared to US$ 307 in 2001.
This growth has been further driven by practices like market deregulation and open skies
agreement. Deregulation nurtured the growth of LCC (Low Cost Carriers) in the domestic
markets around the world (Kim and Lee, 2011). This concept was started in the seventies by an
American domestic carrier named southwest. It was done with the purpose of offering cheap
airfares for the consumers. This created a scenario where already established flag ship carriers
starting losing their market share in comparison to these LCCs.
Currently, this mode of transport has become very popular for lower to middle income
families. After the deregulation, these carriers have broken the hold of legacy carries on the
aviation industry (Hares, Dickinson and Wilkes, 2010). When it came to flying, only big size
airlines were given the priority but now people have started liking LCCs. It has become a very
preferred choice for short haul travellers. Today, these carriers are facing the same skies and
issues as faced by the big airlines. A list of setbacks has been created which can scare away any
new entrant in the industry (Clausen, Larsen and Rezanova, 2010). In that context, it is essential
to analyse the industry, to understand its strengths, weaknesses, opportunities and threats so that
it can be identified what the future holds for Low Cost Carriers.
The main objective of this research is to predict the survival of low cost airlines and to
discover the future growth options for LCCs. It will also identify the success, failure and survival
factors in the low cost airline industry.
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1.1 Background of the research
Airline industry has witnessed great amount of changes with the passing of time due to its
dynamic nature. The nature of the airline services has also gone into great transformation. Earlier
the air services were meant to be used for upper class consumers only. The people who have high
income structure can afford the services but now the things have become different (Ali, Asim
and Khan, 2012). Concept of low cost carrier has gained great attention in the present business
environment. It is an air service which generally has lower fares and fewer comfort. The revenue
lost in the decreased ticket prices is covered by charging for things like food priority boarding,
baggage, seat allocating etc (Button, 2012).
The term originated in the industry referring to as the airlines which supports lower
operating cost structure. It can also be understood as a carrier with low ticket prices and limited
services, irrespective of their operating models. The employees are paid below the industry
average wage and there are no frill benefits. These type of airlines cannot be confused with
regional airlines that functions with short flights without service (Chiou and Chen, 2010).
However there is much debate going on how significant reduction in prices can be offered by
LCC’s, considering the high costs of flying between several routes. This research study has been
undertaken to identify the challenges that are faced by the low cost airlines in the course of their
survival.
1.2 Background of the organization
Ryanair Ltd is an Irish Los cost airline which is headquartered in Swords, Dublin. It operates
over 300 Boeing 737-800 aircrafts. The brand has been characterized through its rapid expansion
and as a result of the deregulation of the aviation industry in Europe in 1997. Since the
establishment, the company has passed on from a small level to a very high level carriers.
Among all its competitors, Ryanair has got the highest market share (Ryanair, About us, 2016).
For this research, this company is selected because it will find out how the company is managing
its business on the basis of such low cost structure. It investigates the challenges faced by the
carrier in meeting the needs of its clients and due to globalization. The future scenario for the
company will also be scanned and suggestions can be made to bring the improvements.
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1.3 Rationale of the research
There are number of issues which could have influence the effectiveness of Low Cost
Carriers in long haul markets in negative manner. There is much debate going on how significant
reduction in prices can be offered considering the high costs of flying between several routes. If
these carriers plan for the expansion, there is an increasing probability that they will be entering
into a very highly competitive market. In this way it could be difficult for them to achieve such
cost effectiveness within their business operations. There can be so many obstacles to face. So
there is a need to investigate the challenges that are to be faced by the Low Cost Carriers. The
purpose of this report is to analyse the current state and the future of these firms in the aviation
sector. An attempt will be made to find out the measures how these carriers can survive their
survival in the coming years.
1.4 Aim and objectives of the study
The major aim of this research is to predict the survival of Low Cost Carriers (airlines)
and to identify the future growth options. Following objectives have been laid down:
 To examine the brief history related to the low cost airlines
 To investigate the current state and the future prospectus for LCCs
 To identify the market and environmental factors affecting the survival of LCCs
 To investigate the challenges faced by these carriers in the industry
Research Question
Following research questions have been developed for the study:
 How Low Cost Carriers can survive their survival and growth in future?
 What are challenges which can put restrictions on their growth in future?
 What are the success, failure and survival factors for LCCs in airline industry?
1.5 Significance of the study
Every research is performed with a certain significance. The significance plays an essential
role in identifying how the study makes an effective contribution to the field of academics. The
subject of Low Cost Airline has been evaluated by very few researchers. However this study tries
to find out the future scenario for the LCCs within the airline industry. It identifies how the
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companies are maintaining their low operating structure. It is evident that competition from other
big companies also affects the business activities of the LCCs. Hence it can be very interesting to
identify how the companies can surviving their existence in the middle of so much complexities.
Further this research makes an effective contribution to the field of research also. The learners
will be able to gain the learning about different management approaches used in the airline sector
by the companies.
1.6 Structure of the report
The thesis will have the following structure:
 Chapter 1 Introduction – The first chapter indicates the concise purpose and significance
of the research. The rational reflects the issue which is going to be investigated. A brief
introduction is given to the subject, its background, company’s background etc. It holds a
great importance because it is essential that readers must get the overview of the
situation.
 Chapter 2 Literature Review – The chapter is based on the past research findings. Here
efforts are made to establish a link between the existing literature and research. It brings
out all the theoretical concepts, frameworks and models related with the subject.
 Chapter 3 Research Design and Methodology – The chapter states the research tools and
techniques which are used to collect the primary and secondary data. The purpose of
using the data will also be explained. The methodology makes sure that research is being
performed in the right direction.
 Chapter 4 Results and discussion – The chapter takes into consideration the empirical
findings with regard to the subject. A suitable method of data analysis is used to achieve
the proposed aim and objectives of the research.
 Chapter 5 Conclusion – The chapter unfolds the summary of the entire findings. All the
analysed data is interpreted and some valuable outcomes are derived from it.
Conclusion
From the above chapter, it can be summarized that concept of low cost airlines has
become popular. There are number of issues which can influence the effectiveness of Low Cost
Carriers in long haul markets in a negative manner. Hence, this research is making an effort to
analyze the existence and growth of LCCs within the market.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature Review is that section which gains the high importance from the readers. It
sum up all the theories and concepts related to the subject. It performs the evaluation of the past
data research findings which have been generated in regard to the subject. It tries to make a link
between the existing research and the past studies. Researcher will try to find out the gapes and
makes proper arrangement to find something new. The major purpose is to link the research
objectives with this chapter so that more appropriate results can be discovered.
According to Torlak, Sevkli and Zaim, (2011), the transformation of the low cost concept
in U.S can only be described as a series of innovations, consolidations and proliferations. It
began when deregulation started in 1970. Under this period many low cost airlines such as
Pacific Southwest, New York Air, Jet America, etc entered into the market. Among them some
survived the competition and other did not. Due to this, major carriers started their own
subsidiaries under the low cost banner for the purpose of regaining the lost market share.
2.2 Current state of the Low Cost Airline Industry
According to Kim and Lee, (2011), All the Low Cost airlines doing business across the
world have designed their business strategies on the basis of South West’s model. More and
more companies had modified the use of this model along with the increase in the size of the
industry. The changes are done to survive the competition in the industry. In the present context
the basis of operations of LCCs still remains the same that is to provide low price services to the
customers. It is done by undercutting the price levels of legacy carriers.
According to Chung and Whang (2011), some companies have modified their strategies
in order to stand out from the competition. One example of such is diversification approach.
Diversification is adopted within the business when an organization make efforts to go out of the
box. It tries to offer something which can make them different within the industry. The reason
behind using this strategy that it assists them in becoming an above average performer as
compared to the others.
According to Forgas, Moliner and Palau, (2010), the differentiation strategy has been
very prominent in the UK aviation market where it has achieved the balance between los cost
model and the full service model. Almost all the low cost carriers have started giving services
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such as frequent flyer programme, complementary drinks, different class systems, inflight
entertainment and many more.
According to Lei and Papatheodorou, (2010), in the European market airlines such as
easyJet and Ryanair follows the traditional cost leadership strategy with regard to offering of
basic services. Although it cannot be concluded that they have stepped out from the original
strategy. It has been observed that LCCs have been based out of and operated into secondary
airports. However this is not the situation with companies like Ryanair and easyJet. On the other
side this type of traffic movement is also observed within United States. The Southwest is also
offering flights out of the Los Angeles. Further the airline offers connected flights to the other
destinations that is very similar to the legacy carrier.
2.3 Current effectiveness and efficiency of the low cost airlines
According to Ariffin, Salleh and Asbudin, (2010), the main purpose behind launching the
concept of LCCs was to attain the cost cutting so that consumers can be given a low price
service. Earlier the flight services were meant to be used for the upper class consumers only.
Gradually, this concept came into existence and now the air services are affordable by middle
class consumers also.
According to Snaith, (2013), almost all the airline firms have followed the trend of cost
cutting since the introduction of internet ticket booking. It has limited the involvement of travel
agents in distribution of the services. At present majority of the tickets are sold on online
platforms. For instance airlines such as Ryan Air sell 80% of its ticket by using this approach.
Undoubtedly internet selling has emerged as one of the biggest significant operating cost within
the industry. The distribution costs accounts for as much as 17% of an airline’s total operating
costs on average basis.
According to Kim and Lee, (2011), the training and maintenance costs can also be
reduced through the use of similar type of aircraft. It enhance efficient by giving greater amount
of flexibility to the aircraft crew. Fleet utilization can be regarded as the direct measure of
efficiency. It is expected that this is almost 80% higher than the legacy carriers. This high
utilization rates are achievable through quick transformations at the airports. The Low Cost
Airlines mostly covers the short haul routes which are usually less than 4 hours hence several
sectors can be covered in a single day.
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According to Ali, Asim and Khan, (2012), A significant reduction in the labour cost has
also been noticed in the LCCs industry. For instance activities like ground handling can be
outsourced to other firms. Similarly independent contractors are employed in the aviation sector
hence less training is required. Companies enjoys a good level of loyalty from the employees.
The management in LCCs seems to have created a good atmosphere by focusing on aspects such
as organization culture and human resource management. It can be said that although people are
paid less in the industry but good working culture results in efficiency within the operations.
2.4 Future of Low Cost Airlines
According to Ciliberto and Williams, (2010), in the existing scenario, the industry is
driving towards adopting to changes. There are clear symbols that many low cost airlines are
adopting the strategy of differentiation. It is an approach to drive out any new low cost entrants
to the market. This will also affect the business activities of legacy carriers and their subsidiaries.
However According to Clausen, Larsen and Rezanova, (2010), the subsidiaries are functioning
on the low cost model but if the parent firms cannot keep their labour costs down, it is not
possible that subsidiaries will succeed in driving out the LCCs.
According to Forgas, Moliner and Palau, (2010), Market of LCCs in Europe has reached
to a very higher level. Companies like Ryan air are making the bases in hubs instead of
secondary airports. This indicates that firms are also making the efforts to drive out the new
entrants into the market. European Union is now started being considered as a single aviation
area where domestic LCCs can operate and compete with each other. The operations are being
spread out and this is an indication there is a demand from people to travel from hubs to
secondary airports and vice versa. The ever changing aviation environment is adapting to
different types of changes.
According to Hares, Dickinson and Wilkes (2010), restrictive nature of government will
be a major concern for the airlines. Hence the LCCs industry will take some time to reach the
maturity stage. Emergence of many low cost airlines and subsequent implementation of
subsidiaries is a clear indication that the industry is going towards the low cost revolution. They
are passing beyond the boundaries of the nation.
According to Kim and Lee, (2011), another strategy of introducing a premium class for
the long haul flights has been used by the companies. It is an indication that firms are moving
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away from traditional model of low cost airlines towards the differentiation model. Further the
industry is also contributing in increasing the importance of travel and tourism within the
society. People are travelling from one country to another on regular basis.
2.5 UK-Europe low cost airline industry
The UK airline industry has been dominated in the recent years due to the rise of low cost
carriers. The market has achieved extreme growth because of the presence of factors such as
lower fares, increased competition and more destinations.
Figure 1: UK-Europe passenger traffic, year-on-year growth 1991-2013
(Source: The future of low-cost airlines and airports, 2015)
According to Yu, (2012), In Europe the concept of LCCs was initiated in UK and Ireland
in 1995. At that time, companies like easyJet and Ryanair came into the market. Their success
was recognized through economic framework which encouraged the low cost airline industry.
For instance, According to Kim and Lee, (2011), deregulation provides the opportunity to
airlines of member states to operate domestically within the European Union. Further, low
charges at underused airports increased the number of passengers going into those airports
(Ciliberto and Williams, 2010). The direct sales approach on the basis of internet and call centres
also encouraged the growth of Low Cost Carriers. Liberalization has opened great amount of
business opportunities for these low cost carriers. The industry is growing and firms are
emerging. The use of different strategic business approaches can be seen. The market is growing
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and the number of passengers are also growing day by day. It is widening the range of air
services.
The above chart shows the passenger traffic between UK and Europe between the time
period of 1991 and 2013. It is expected that LCCs would deliver perpetual growth on the entire
market despite of noticing that the growth trend over the past 13 years has actually been
downward. Despite of global crisis such as terrorism, natural calamities, financial downturn etc,
these small size airlines have achieved good amount of growth and development (The future of
low-cost airlines and airports, 2015). The real turning point in the growth was noticed in the
year 1990 when Ryanair was introduced in the industry. From the period of 1997 to 2000, the
average of the growth was 9% per year. Many new flights were added to Europe. It has
stimulated the array of unreserved markets and many growing existing services. However not all
the passengers used to travel on LCCs but their impact was significant (Rafatullah, Sulaiman and
Ahmad, 2010). The financial crisis of 2008 created a significant impact on the air travel in
Europe. Many countries have entered into the phase of recession as the economy was getting
damaged. However before the crisis, UK to Europe growth was already declining. Hence it can
be said that without the recession the market was proceeding towards the growth (Button, 2012).
The business model of LCC offers effective results when the passengers can be influenced to
travel through offering low fare within the market. In this way a new passenger market has been
created as the people who wouldn’t have previously flown due to high prices are now stimulated
to fly.
2.6 Challenges faced by the Low Cost Airlines
Following are the challenges faced by the Low Cost Airlines:
According to Rafatullah, Sulaiman and Ahmad, (2010), it is quite difficult for Low Cost
Airlines to survive in the aviation industry due to presence of bigger brands and large size
airlines. They are required to compete on a large scale but with existing capacities. It is difficult
to establish a presence in front of such big players in the industry.
According to Ali, Asim and Khan, (2012), another issue faced by LCCs is the lack of
brand image among the passengers. The people prefer to travel with a brand instead of such
airlines. It is because there is not such high awareness and people are not familiar with LCCs.
Hence it becomes difficult for them to establish connection with that brand. It is expected that
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people would like to take the chances while doing the air travelling. They would like to travel
with brands. While on the other side According to Chung and Whang, (2011), low scale firms
have not become brands excluding from two or three companies. So establishing a good image in
the minds of the consumers is also quite challenging for them
According to Hares, Dickinson and Wilkes, (2010), one of the biggest issue faced by the
LCCs is the high maintenance costs related to airlines. The costs of operations is very high in the
industry. It may be difficult for them to afford such high costs. Further it is evident that cost of
fuel has risen drastically in the market due to its deficiency. Many countries are required to
import fuel and petrol at extreme prices. Further the parts and tools related to aircrafts are
manufactured and retailed at high prices. This can be very frustrating for the LCCs. Inability to
meet the needed requirements will give competitive advantages to the high scale firms.
According to Kim and Lee (2011), usually it has been seen that big players operating in
the aviation industry are having a very dynamic infrastructure for their flights. This can be
difficult to afford by the low costs airlines. In the news, small airlines have always been
criticized for their outlook and services. The customers have also registered different types of
complains in this regard. However the reality is that LCCs cannot afford to maintain a high class
infrastructure due to extreme amount of costs. Hence it is quite a big challenge for the
companies.
According to Kim and Lee, (2011), LCCs also face the issue of dominance from the big
players in the market. The big airlines holds a high share in the market and they are having high
presence in establishing the provisions and regulations within the industry. In this way low size
firms are not able to establish their presence. They are faced with different kinds of restrictions
and barriers. Large scale companies generally fear of losing the share in the market and that is
the reason they try to prove their dominance over the others.
With the introduction of LCCs business model, many firms have entered into the
industry. All have been trying to make hard efforts to establish their presence. The level of
competition has become very high and extreme. Further the airlines are going beyond the
boundaries of the countries due to globalization (The future of low-cost airlines and airports,
2015). The travelling routes are increasing along with the increase in the number of passengers.
Competition is leading the companies to bring more enhancements in the air services.
Differentiation strategy is being followed on a wider level. Other mode of transport such as
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trains, buses, cars etc also gives tough competition to the airlines. Travelling through these
modes is also preferred by the people (Airport expansion: What happens next? 2015).
According to Kim and Lee, (2011), though low cost airlines are giving flight services at
very cheaper prices but the question arises on safety of the passengers also. It has been argued
that whether these airlines are safer than the full service counterparts. Many worst aviation
accidents have been noticed in the recent years with regard to LCCs. These companies are being
criticized for spending less money on the infrastructure and customer safety. It is a major
challenge for them as it can restrict their growth and development. There is a need to avoid such
crashes because news of the same develop fears among the customers while choosing to travel
through air.
According to Snaith, (2013), another major concern faced by the companies is lack of
fuel. The prices of fuel have become very high in the international market. It has become very
difficult for the entire aviation industry to afford the prices. This has led to extreme rise in the
operational expenses of the low cost airlines.
According to Forgas, Moliner and Palau, (2010), after achieving huge amount of success
in the late-90s, the low cost airlines are now encountering with the problem of more testing
times? Due to rising cost of fuel and airport taxes, these flights have become substantially more
expensive in the recent years. The customers have started to think that about how the LCCs treat
them. In response to that, firms are required to concentrate on their operations and consumer
perceptions in order to assure their existence in the rapidly changing aviation environment.
Hence it can be a difficult challenge for them (Lei and Papatheodorou, 2010).
Conclusion
From the above study it can be concluded that growth prospectus for the low cost carriers
is very high in the industry. The differentiation strategy has been very prominent in the UK
aviation market. A significant reduction in the labour cost has also been noticed in the sector.
Market of LCCs in Europe has reached to a very higher level. It has achieved extreme growth
because of the presence of factors such as lower fares, increased competition and more
destinations.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
In order to complete a research, it is required to determine research methods and tools
that need to be incorporate. This helps researcher in leading towards the objectives without
getting deviate from subject matter. For this purpose, present section highlights upon the
research tools and methods that been taken into account for attaining business objectives.
3.2 Research Approach
Approach refers to the path that been determined by research for concluding the research.
It helps researcher in identifying the best possible mode for completing any research. In this
regard, inductive and deductive are two sort of research approach. Inductive includes collecting
data first and analysing the same for the purpose of developing theory. On the other hand, theory
is reviewed first in deductive research and hypothesis is developed (Fowler Jr, 2013).
Considering the hypothesis, data is collected and analysed with a motive to test the hypothesis.
In present research, inductive research has been employed so that required data can be
collected from the customers of Ryanair and same can be analysed for ascertaining the future
trend of low cost airline. It is an appropriate approach for this research because researcher aims
to develop generalizes results based on the perception of customers of mentioned company. This
is so because Ryanair works on low cost model and hence perception of customers of this
company will aids in determining the future trend within aviation sector. Through this, other
company can also able to implement this particular model for the purpose of catering the
attention of different customers. However, if deductive approach would applied then it will not
help in gaining varied viewpoint of customers and hence motive of research shall not get
completed (Saunders, 2011).
3.3 Research Philosophy
Philosophy can be referred as a value and beliefs of researcher through which
assumptions are made. It is one of the key aspect that aids in determining the scope of the study.
It also supports in deciding about the data collection and analysis tool so that motive of research
gets completed. Considering this, there are different set of philosophy that can be applied by
researcher in different research. These are ontology, epistemology, positivist and interpretivist
(Robson and McCartan, 2016). Focusing on the motive of present research that aims to
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identifying the future of low cost carrier, interpretivist philosophy has been applied. Main
rationale behind applying this philosophy is to interpret the responses of respondents and
develop a base of understanding future trends in aviation sector. Since, data is collected from
customer with respect to understand the perception towards low cost carrier which helped in
interpreting the future trends. In this scenario, interpretation is made which will aids in
determining the factors which will shape future of the aviation sector with special reference to
low cost. However, there are other philosophies as well but those are not suitable for present
research. Moreover, it would have affect the research outcome through which whole motive of
research is get affected (Bernard, 2011).
3.4 Research Design
Research design acts as a blueprint of the study that supports researcher in
completing the study in desired manner. From this, researcher is able to determine the research
tools and methods in advance so that it can progress with the same without getting deviate.
However, there are varied form of design namely exploratory, causal, descriptive, case study and
experimental. As far as present research is concerned, exploratory design has been applied. This
particular design helps in identifying the future trends with respect to low cost carrier which is
not possible through other research design. Exploratory study aims to explore the subject matter
and therefore same has been applied in present research (Taylor, Bogdan and DeVault, 2015).
From this, responses of customers towards different factors are taken such as cost, removing of
luxury service, impact of no value added service, avoiding element of augmented product and
other related. Present study focuses on exploring the valid reasons and impact of choosing the
present topic. Thus, explorative research design will be adopted in order to gain the objective of
the research efficiently. This has certainly aids in identifying the actual mind-set of customers
through which required results is obtained. Since, exploratory design completes each and every
requirement therefore same has been applied. Based on it, new information is attained and it
helps in attaining the research objectives in desired manner. However, limitation of this approach
is that it offers qualitative information only which might results into wrong decisions. Also, it
can be biased as researcher has interpreted the responses of customers of Ryanair and due to this,
appropriate results might not attained (Crossley, 2013). However, it is only best available option
in research design and therefore same is applied in present study.
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3.5 Data Collection
For any research, it is required to collect relevant data and information about the subject
matter so that objectives can be achieved. It is one of the most important part of research that
supports researcher in gaining the key information about the subject matter. In this regard, data
can be obtained from two sources namely primary and secondary sources. Primary source
includes collecting information through questionnaire, interview, focus group and observation.
Contrary, books, journals, magazines, online articles, newspaper and other related scholarly
content is used for obtaining secondary information (Young and Stockdale, 2012).
Considering this, present research has obtained data from both the sources with a motive
to obtain required information in appropriate manner. As far as primary data is concerned, it has
been obtained through survey technique in which research instrument is set structured
questionnaire. Since, present research focuses on identifying the future of low cost carrier,
therefore data is collected from the existing customers of Ryanair which is a low cost carrier
company. In this, close ended questions have been asked to customers in order to identify their
perception towards low cost flight. In order to contact with customers of mentioned organization,
email ID has been obtained. Questionnaire is sent through email so that they can able to fill the
same in submit online. This saves time, money, effort and paper. However, only questionnaire is
used because it helps in reaching to wide range of respondent that are located at different
locations. With this, researcher is able to gain required set of information from the large pool of
customers that certainly boost the reliability of information. This essentially helps in gaining
required information that aids in analysing the same for attaining effectual results. However, data
is attained from customers of Ryanair only because they are the one who are well verse with low
cost services and hence are in better position to offer information regarding future course of
services. Due to this, customers are selected and this has helped in developing base for
interpreting future trends. Close ended questions helps in gaining exact information from the
customers that aids in developing appropriate conclusion.
Apart from it, data is even collected from secondary source in order to gain contextualize
information about the subject matter. For this purpose, data has been collected from sources like
books, journals and online articles so that existing information with regards to low cost carrier
can be attained. Based on the information attained through this mode, researcher is able to frame
questionnaire and also able to identify the key factors related to low cost carrier. Hence, both
10

primary and secondary sources of information have helped in attaining necessary information for
completing this research in desired manner.
3.6 Sampling
For collecting the research, it is required to determine the sample out of population as it is
not possible to include each and every one in the research. In this regard, sampling is a
mechanism of developing sample size in a manner that sample possesses each and every quality
of research universe. It can be done either probabilistic or in non-probabilistic manner. It focuses
on selecting a sample from vast population within the market in order to create an effective
impact on the study. The validity and reliability of data helps in acquiring effective results for the
given study. Under probabilistic method, equal chance is available to each and every elements of
population. However, probability of getting selected into sample is not equal in non-probabilistic
sampling (Bryman and Bell, 2015).
Since, data is collected from the customers of Ryanair which present in huge number,
therefore probability sampling is employed. Under this, systematic sampling is employed for
filtering out the email ID obtained from social media page (Facebook page) of the company. For
this, approx. 2000 email ID of customers is obtained and sample size of only 50 customers are
determined. Considering the response rate as 30%, questionnaire to every 4th email ID has been
sent. This results to reaching 600 customers for data and among it, 50 questionnaires are selected
that was completed in every sense. This helped researcher in gaining required information in
desired manner and in relatively less time frame. Main motive of applying probabilistic sampling
is to obtain random and unbiased information which is not possible to collect from non-
probabilistic technique. Moreover, present sampling technique has helped in filtering large
number of population and including each and every quality of population into mentioned sample
size. This certainly helped in attaining the research objectives in desired manner (Das, 2012). It
is appropriate because it helps in collecting the data on the basis of the subject and requirement
of the research.
3.7 Data Analysis
In order to attain results from the study, it is required to analyse the same either by mixed
method or mono method. Analysis of data can be done through qualitatively and quantitatively.
It is one of the key aspect of research that aids in attaining the actual aim of study in desired
11

manner. Since, present research is focusing on determining future of low cost carrier on the basis
of respondents attained from customers, quantitative measures has been applied. In this context,
data is analysed through SPSS which is a statistical package for applying test of different nature.
Only quantitative measure is applied for analysis because it helps in conducting systematic
analysis without manipulating the data in any manner. Also, it is highly reliable which aids in
attaining the actual results. In addition to it, graphical presentation of data supports in reflecting
the finding in most comprehend manner that completes the motive of the study. Additionally,
qualitative techniques are not engaged in this research because it manipulates the data
theoretically, due to which findings get manipulated. This also makes an impact on the research
finding and conclusion. Hence, considering all these issues, quantitative measures has been
incorporated in present research. This will thus be analysed and represented in thematic form to
avail the set objectives for the research. Different themes or patterns will be constructed to
structure the research in a well-developed way and to gain effective results.
3.8 Reliability and Validity
It is essential to include the components of reliability and validity in research.
Considering this, researcher has incorporated on different measures. For this, data has been
collected from authentic source only such as books and journals so that irrelevant or false
information should not include in the study. Moreover, data prior to year 2005 is not included in
the research as it affects the validity of research. Also, past data is not required in this study as
focus of this study is to determine future of low cost airline. In addition to it, issue of biasness
has been considered with huge efforts and every possible measures are included to avoid the
same. This aids in conducting the study in desired manner (Corbin and Strauss, 2014). Beside
this, sufficient sample size is ensured in the study in order to attain reliable results. All these
measures add in obtaining reliable and validate results through this study.
3.9 Ethical Consideration
Besides reliability and validity, it is required to include ethical factors as well in the study
so that research gets completed as per ethical norm. In this context, data obtained from customers
of Ryanair are stored in safe document and same is only accessed for research purpose. Also,
only authentic individual has access to this information and this aids in saving the interest of
research participants. In addition to it, data is not at all manipulated and also no illegal measures
12

are engaged. Further, consent from respondents is taken prior collecting information from their
end and also they are offer with option to withdraw from the research at any time (Bowling,
2014). Beside this, data will be deleted and destroyed once this research gets completed.
Conclusion
From the above study, it can be concluded that research methodology is crucial for
achieving the research goals and objectives. It is essential that the data is to be collected from
valid and authentic sources. This helps the researcher in leading towards the objectives without
getting deviated from the subject matter. Hence, it is important to make effective use of all
techniques.
13

CHAPTER – 4 DATA ANALYSIS
Introduction
Data Analysis is the section where all the findings from the primary and secondary
research are evaluated. This chapter holds a great importance because it decides the outcomes of
the research. Data analysis adopts qualitative and quantitative techniques to attain the set results.
This helps in simplifying the data in the desired format which helps in attaining the aim of the
study. The present study will adopt quantitative technique to analyse the data. SPPS software has
been used to interpret the data and to present the findings in form of graphs, tables and figures.
The chapter takes into consideration the empirical findings with regard to the subject. A suitable
method of data analysis is used to achieve the proposed aim and objectives of the research.
Findings
Statistics
Gen
der
A
ge
Educa
tion
level
Whi
ch
Low
Cost
Airl
ine
do
you
pref
er
the
mos
t?
Have
you
use
the
air
servi
ces
of
Ryna
ir?
How
many
times
you
have
travell
ed by
the
Ryana
irin
the
past
12
month
s/
Does
low
price
is
the
main
reaso
n for
usin
g
servi
ces
of
Ryna
ir?
What are
your
reason
for using
the
RyanairA
irline
services?
Please
state
your
flight
experi
ence
with
Ryanai
ron
follow
ing
scale?
Do you
agree
that
LCCs
offer
lower
prices
because
they
compro
mise on
safety?
Are
you
satisf
ied
with
the
servi
ces
of
the
airlin
e?
Do
you
like to
use
the
servic
es of
Ryana
irin
future
?
N
Vali
d 50 50 50 50 50 50 50 50 50 50 50 50
Miss
ing 6 6 6 6 6 6 6 6 6 6 6 6
14

Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid
male 32 57.1 64.0 64.0
female 18 32.1 36.0 100.0
Total 50 89.3 100.0
Missing System 6 10.7
Total 56 100.0
Age
Frequency Percent Valid Percent Cumulative
Percent
Valid
15-20 4 7.1 8.0 8.0
20-25 7 12.5 14.0 22.0
25-30 36 64.3 72.0 94.0
30-35 3 5.4 6.0 100.0
Total 50 89.3 100.0
Missing System 6 10.7
Total 56 100.0
Education level
Frequency Percent Valid Percent Cumulative
Percent
Valid
Primary 4 7.1 8.0 8.0
Secondary 4 7.1 8.0 16.0
High School 10 17.9 20.0 36.0
Undergraduate 8 14.3 16.0 52.0
Postgraduate 24 42.9 48.0 100.0
Total 50 89.3 100.0
Missing System 6 10.7
Total 56 100.0
Which Low Cost Airline do you prefer the most?
15

Frequency Percent Valid Percent Cumulative
Percent
Valid
easyJet 12 21.4 24.0 24.0
Ryanair 27 48.2 54.0 78.0
Eurowings 4 7.1 8.0 86.0
Flybe 2 3.6 4.0 90.0
Jet2.com 3 5.4 6.0 96.0
Monarch Airlines 2 3.6 4.0 100.0
Total 50 89.3 100.0
Missing System 6 10.7
Total 56 100.0
Have you use the air services of Rynair?
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 50 89.3 100.0 100.0
Missing System 6 10.7
Total 56 100.0
How many times you have travelled by the Ryanairin the past 12 months/
Frequency Percent Valid Percent Cumulative
Percent
Valid
0 3 5.4 6.0 6.0
1-3 times 32 57.1 64.0 70.0
4-6 times 7 12.5 14.0 84.0
7 or above 8 14.3 16.0 100.0
Total 50 89.3 100.0
Missing System 6 10.7
Total 56 100.0
Does low price is the main reason for using services of Rynair?
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 36 64.3 72.0 72.0
16

No 6 10.7 12.0 84.0
Not sure 8 14.3 16.0 100.0
Total 50 89.3 100.0
Missing System 6 10.7
Total 56 100.0
What are your reason for using the RyanairAirline services?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Customer services and
safety 13 23.2 26.0 26.0
Simple fare structure 14 25.0 28.0 54.0
Strong branding 6 10.7 12.0 66.0
value for money 8 14.3 16.0 82.0
Ticket flexibility 9 16.1 18.0 100.0
Total 50 89.3 100.0
Missing System 6 10.7
Total 56 100.0
Please state your flight experience with Ryanairon following scale?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 13 23.2 26.0 26.0
Good 15 26.8 30.0 56.0
Average 11 19.6 22.0 78.0
Bad 5 8.9 10.0 88.0
Poor 6 10.7 12.0 100.0
Total 50 89.3 100.0
Missing System 6 10.7
Total 56 100.0
Do you agree that LCCs offer lower prices because they compromise on safety?
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly agree 9 16.1 18.0 18.0
17

Agree 9 16.1 18.0 36.0
Neither agree nor disagree 7 12.5 14.0 50.0
Disagree 13 23.2 26.0 76.0
Strongly disagree 12 21.4 24.0 100.0
Total 50 89.3 100.0
Missing System 6 10.7
Total 56 100.0
Are you satisfied with the services of the airline?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Highly satisfied 18 32.1 36.0 36.0
Satisfied 9 16.1 18.0 54.0
Neutral 5 8.9 10.0 64.0
Dissatisfied 9 16.1 18.0 82.0
Highly dissatisfied 9 16.1 18.0 100.0
Total 50 89.3 100.0
Missing System 6 10.7
Total 56 100.0
Do you like to use the services of Ryanairin future?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 35 62.5 70.0 70.0
No 2 3.6 4.0 74.0
Not sure 13 23.2 26.0 100.0
Total 50 89.3 100.0
Missing System 6 10.7
Total 56 100.0
18

Interpretation
Gender
The above pie chart shows the gender distribution of the sample respondents. From the
findings it can be interpreted that 64% of the sample are male and 36% of them are female. This
shows that frequency of male passengers travelling from Low Cost Carriers is high as compared
to females.
Age
19

The above graph shows the age distribution of the sample respondents. From the findings
it can be interpreted that 72% belongs to 25-30 years, 14% belongs to 20-25 years, 6% belongs
to 30-35 years and rest belongs to 15-20 years.
The purpose of the researcher was to check the education level of the sample participants.
From the findings it can be interpreted that company majority of the respondents are post
graduate.
20

Which Low Cost Airline do you prefer the most?
The respondents were asked which low cost airline they would like to travel with. On
getting the responses it was realized that majority of them prefer Ryanair and Easy jet for
travelling. This shows that Ryanair is quite popular among the customers. It is evident from the
fact that company has shown tremendous growth in terms of its services. It holds a major share
in the market along with the easyJet. Maximum number of short haul routes are provided by the
organization. The number of aircrafts have also increased under the brand.
Have you use the air services of Ryanair?
21

The sample respondents were asked about the use of air services of Ryanair. The findings
shows that majority of the respondents stated yes. It is evident from the fact that it is one the
highly preferred low cost carrier services among the masses. The route network serves 32
countries in Europe, Africa and Middle East. Hence the network of services is very high for the
company. Majority of the people prefer to use it because it is one of the prominent brand for
budget airlines in Europe.
How many times you have travelled by the Ryanair in the past 12 months?
22

The sample respondents were asked how many times they have travelled through the
Airline in the past 12 months. On getting the responses it was derived that majority of the people
have travelled for 1-3 times. This shows that Ryanair is the most preferred mode of transport
among the customers. The major reason might be the low fares. It is the biggest influencing
factor which motivates the people to travel through these services.
Does low price is the main reason for using services of Ryanair?
The purpose of the research was to identify whether low price is the main reason for them
for using the services of the company. On getting the responses it was derived that 72% of them
stated yes, 12% stated no and rest of them stated not sure. It is evident from the fact that Ryanair
has always operated its business on the basis of low price model. The freedom to keep such low
prices arises from an effective concept of cost used by the company. It serves secondary airports
at relatively low frequencies and emphasize on new leisure markets with no direct competition.
The business model focuses on costs rather than on markets. It is related with strongly
influencing the suppliers and airports to reduce the charges.
23

What are your reason for using the Ryanair Airline services?
The sample respondents were asked about the reasons for using the services of the
company. The findings showed very mixed amount of responses. 28% of the sample believes
that it is simple fare structure, 26% selected customer service & safety, 16% stated value for
money, 18% stated ticket flexibility and 12% stated strong branding. It is evident from the fact
that Ryanair is known for delivering benefits such as low fares, friendly & efficient service, wide
network etc to the customers.
Please state your flight experience with Ryanair on following scale?
24

The sample respondents were asked about their flight experience with the organization on
different measuring scales. On getting the responses it was realized that, 30% stated that the
flight experience is good, 26% stated that flight experience is excellent, 22% stated it is average,
12% stated it is poor and 10% stated it is bad. Hence mixed amount of responses were derived
from the participants. It is evident from that being a low cost airline, Rynair is required to
comprise with the quality of services. The company has also remain accused of poor quality
services on several occasions. The passengers faces issues because airline tries to do costs
improvements with its services.
Do you agree that LCCs offer lower prices because they compromise on services?
25

The sample respondents were asked whether the company offers low prices because they
compromise on the safety. On getting the responses it was derived that, most of respondents
were disagreeing with the fact. Some of them were showing their agreement. It is evident from
the fact that the main objective of the company behind offering low prices is to provide low
budget services to the middle class consumers. Earlier the airline services were meant only for
the high class consumers however with the passing of the time the concept of Low Cost Carriers
has emerged drastically. It is offering great benefits to the middle class people.
Are you satisfied with the services of the airline?
26

The sample respondents were asked whether they are satisfied with the services of the
company. On getting the responses it was realized that majority of the customers are satisfied
with the services of the organization. It is event from the fact that RynAir is very cost effective
airline operating in the industry. The customers seems to be satisfied with the services of the
organization. It has the lowest unit costs of any European airline and one of the lowest of any
airline across the world. Company’s average fares are lower than those of any of its competitors
in Europe. Innovation has also become the key to success for the airline. The direct online
distribution, the online check in, automated bag drop etc are some of the service strengths of the
company.
Do you like to use the services of Ryanair in future?
27

The respondents were asked whether they would like to use the services of the company
in future. On getting the responses it was realized that majority of the people would like to avail
the services in the future. It is evident from the fact that focus of the management is always
towards improving the services. The customers seems to be satisfied from the company because
they are getting hospitality within low fares. It also adopted an approach related to enhancing the
quality of the passenger’s interactions with the airline. The website has been designed with more
attractive looks and features. Customers also feel convenient while booking for tickets.
28

CHAPTER 5: CONCLUSION
Conclusion
The major objective of the research was to analyse the future of the Los Cost Carriers
operating within the aviation industry. From the above study it can be concluded that the UK
airline industry has been dominated in the recent years due to the rise of low cost carriers. These
types of low budget airlines are giving tough competition to the large size companies. This
industry has achieved growth due to presence of many factors such as lower fares, increased
competition and more destinations. The operations are being spread out and this is an indication
there is a demand from people to travel from hubs to secondary airports and vice versa.
Deregulation has provided the opportunity to airlines of member states to operate domestically
within the European Union.The direct sales approach on the basis of internet and call centres also
encouraged the growth of Low Cost Carriers. Opportunities are growing and the number of
service customers are also growing on regular basis. When it came to flying, customers were
giving the importance to only big size firms but now people have started liking LCCs. It has
become a very preferred choice for short haul travellers.
At present the business strategies of the firms are designed on the basis of South West’s
model. More and more airlines had modified the use of this model along with the increase in the
size of the industry. However the basis of operations of companies still remains the same that is
to provide low price services to the customers. The study also concludes that in order to stand out
from the competition, diversification approach has been adopted. This strategy is adopted when a
company makes efforts to turn into something different and unique. The main reason behind
using this approach is that it assists in becoming an above average performer as compared to the
others. Hence it can be said that current state of the low cost airlines is running fine and well.
Consumers are quite attracted towards these kind of services as it comes within their budget and
strengthens their purchasing power also. It is giving the firms a competitive edge and making the
airline services more effective for the customers.
The low cost carriers have made a strong presence in the Europe. In the existence of
dominant airline such as Ryanair the future of the low cost market is very unpredictable. Ryanair
follows the traditional cost leadership strategy with regard to offering of basic services.
Company has tried to keep the costs to a minimum everywhere within all its operations. They
have a minimum of customer service and the point to point service is strictly “no frills”. Its core
29

competence is simply its potential to live up to its mission statement. The mission that which the
Ryanair is carrying is not hold by any currently operating low cost airline.
From the above study it can also be concluded that in order to be a successful low fare
airline, it is also important to be a low cost airline. Companies like Ryan air are making the bases
in hubs instead of secondary airports. This is because offering low fares is not easy and for that
purpose the business need to have a lower operational costs. The cost structure is to be made
accordingly. All LCCs within the aviation industry are faced with different types of challenges.
Firstly is quite difficult for Low Cost Airlines to survive in the aviation industry due to presence
of bigger brands and large size airlines. They have to face high competition but with existing
capacities. Lack of brand image is another issue faced by the companies. The people prefer to
travel with a brand instead of such airlines. Market of LCCs in Europe has reached to a very
higher level. It is evident that people would not like to take the chances while doing the air
travelling. One of the major issue is increasing operating and maintenance costs. Cost of fuel has
risen drastically in the market due to its deficiency. The fuel and petrol is being imported at very
high prices. The parts and tool are related to aircrafts are produced at very high prices. The
inability to create efficiency will give many competitive advantages to the high scale firms.
Further in the recent years airlines like Ryanair have been criticized for their infrastructure,
outlook and services. It is little difficult for the low cost carriers to maintain a high class
infrastructure because of high amount of costs. Dominance from the big players is also an issue.
LCCs are faced with different kinds of restrictions and barriers. Due to rising cost of fuel and
airport taxes, these flights have become substantially more expensive in the recent years. This
indicates that firms are also making the efforts to drive out the new entrants into the market. The
LCCs are now encountering with the problem of more testing times.
Considering this, present research has been obtained data from both the sources with a
motive to obtain required information in appropriate manner. As far as primary data is
concerned, it has been obtained through survey technique in which research instrument is set
structured questionnaire. From the primary research conducted on the customers of the
organization, it can be concluded that they are quite satisfied with the services of the airline.
Majority of them prefer to travel through Ryanair because it is quite popular among the
customers. Maximum number of short haul routes are provided by the organization and the
number of aircrafts have also increased in the recent years. The ever changing aviation
30

environment is adapting to different types of changes. European Union is now started being
considered as a single aviation area where domestic LCCs can operate and compete with each
other. The service network for the company is very long as it serves 32 countries in Europe,
Africa and Middle East. It has been considered as one of the most prominent brand for the
budget airlines. Low fare is the biggest motivating factor behind choosing to travel with the Ryan
air. The business model focuses on costs rather than on markets. It is related with strongly
influencing the suppliers and airports to reduce the charges. However mixed level of responses
were derived from the participants related to quality of the services. The company has also
remain accused of poor quality services on several occasions. It has the lowest unit costs of any
European airline which is the lowest of any airline across the world. The direct online
distribution, the online check in, automated bag drop etc are some of the service strengths acting
for the company.
Recommendation
From the above study performed it was identified that future of the low cost airlines is
very secured and dynamic. It is contributing greatly towards the economic development of the
aviation industry. Companies like Ryanair is much focused towards the delivery of services
however it is facing many issues related to service quality. There are some suggestions which
can be given which will be helpful in improving the quality of services. It is recommended that
company should continue to operate on the strategies such as costs leadership and differentiation.
These two strategies have proved very helpful in taking the business of the company to upper
level. The cost leadership is often driven by firm’s efficiency, size, scale, scope and cumulative
experience. It is mainly aimed at exploiting the scale of production, well defined scope and other
economies. On the other hand differentiation strategy has proved to be very effective in terms of
achieving innovation within the services.
It is also recommended that company should also focus on appointing an efficient
workforce for delivering effectual hospitality services. The cabin and crew members on the
flights are to be appointed with appropriateness. Organization will require people who are skilled
and efficient and those who can contribute positively towards the goals and objectives.
Employees must be efficient enough to handle all the queries and complaints of the customers.
Further scanning of the economic environment is also very important from the business
31

perspective. All the external factors affecting the business operations are to be evaluated in
appropriate manner. The strategies are to be designed accordingly. The brand image is also
required to be improved. Their strategy of increasing the market share and profitability through
giving competitive prices lead to negative impact upon the brand image. At present the image is
associated with the tag line of cheap. This may lead to a perception of poor service quality
among the customers. Hence the management should focus on avoiding the development of such
perception among the existing and perspective customers. Focus must be given on emphasizing
quality advantages of their offers along with their prices. The image must be associated with the
value rather than being cheap.
32

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info/about-ryanair/about-us>. [Accessed on 1st March 2016].
The future of low-cost airlines and airports. 2015. [Online]. Available through: <
file:///C:/Users/user51/Downloads/141-377-1-PB.pdf/>. [Accessed on 1st March 2016].
Airport expansion: What happens next?. 2015. [Online]. Available through:
<http://www.bbc.com/news/uk-19570653 >. [Accessed on 1st March 2016].
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APPENDIX
Questionnaire
Name:
Gender
 Male
 Female
Age
 15 – 20
 20 - 25
 25 – 30
 30 – 35
Education level
 Primary
 Secondary
 High School
 Undergraduate
 Postgraduate
Which Low Cost Airline do you prefer the most?
 Easy Jet
 Ryanair
 Eurowings
 Flybe
 Jet2.com
 Monarch Airlines
Have you use the air services of Ryanair?
 Yes
 No
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How many times you have travelled by Ryanair in the past 12 months?
 0
 1-3 times
 4-6 times
 7 or above
Does low price is the main reason for using services of Rynair?
 Yes
 No
 Not sure
What is your reason for using Ryanair Airline’s services?
 Customer services and safety
 Simple fare structure
 Strong branding
 Value for money
 Ticket flexibility
Please state your flight experience with Ryanair on the following scale.
 Excellent
 Good
 Average
 Bad
 Poor
Do you agree that LCCs offer lower prices because they compromise on services?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
Are you satisfied with the services of airline?
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 Highly satisfied
 Satisfied 1
 Neutral
 Dissatisfied
 Highly dissatisfied
What are the areas of services where you encountered the problems related to Ryanair?
 Do you like to use the services of Ryanair in future?
 Yes
 No
 Not sure
What kind of improvements would you like to see in the services?
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