Research Project: Analyzing Customer Satisfaction at Easy Jet Airlines

This research project investigates customer satisfaction within the context of Easy Jet airlines. It begins by formulating research questions, including factors influencing customer satisfaction and methods to improve it. The project outlines aims and objectives, such as understanding customer satisfaction and evaluating the impact of price increases on student satisfaction levels. A comprehensive literature review explores the concept of customer satisfaction, its drivers, and relevant theories. The research methodology encompasses data collection through questionnaires, data analysis, and the formulation of recommendations. The report also includes a critical review of key literature, examining the concept of customer satisfaction, methods for evaluating price impacts, and recommendations based on service quality and price. The study emphasizes the importance of customer feedback and monitoring to gauge satisfaction levels, offering insights into how airlines can retain loyal customers. The research concludes with recommendations and a Gantt chart outlining the project timeline.

Research Project

Table of Contents
TASK 1............................................................................................................................................1
1.1 Formulation of research project specification..................................................................1
Research questions:................................................................................................................2
1.2 Research Project selection specification..........................................................................3
1.3 Critical review of key literature........................................................................................4
a) The concept of customer satisfaction.................................................................................4
b) To determine student’s level of satisfaction with Easy Jet................................................5
c) Different methods to evaluate the impact of increase in prices on the level of student’s
satisfaction..............................................................................................................................5
d) Recommendations on customer satisfaction with reference to service quality and price..6
1.4 Research project specification..........................................................................................6
1.5 Time scale and Gantt chart...............................................................................................7
TASK 2............................................................................................................................................8
2.1 Research questions and hypothesis..................................................................................8
2.2 Collection of data through questionnaire.........................................................................8
2.3 Record and collate data....................................................................................................9
TASK 3..........................................................................................................................................10
3.1 Research evaluation technique.......................................................................................10
1 RESEARCH METHODOLOGY......................................................................................10
2 Research Design................................................................................................................10
3 Research Philosophy.........................................................................................................11
4 Research Approach............................................................................................................11
5 Data Sampling...................................................................................................................11
6 Ethical consideration.........................................................................................................11
3.2 Interpretation and analysis..............................................................................................11
3.3 Recommendation and conclusion...................................................................................25
REFERENCES..............................................................................................................................27

TASK 1
1.1 Formulation of research project specification
TITLE - To know the reasons/factors accountable for customer satisfaction, the overall
performance and to find the measures to eliminate dissatisfaction.
Background study of company:
Airlines industry is expending their operations day by day as global airline industry
renders services to virtually each part of the plant, and becomes the most important section for
making international economy. The airline industry itself is a main economic force, both in terms
of its key operations and its influence on related industries like- aircraft producing and tourism.
Presently, Global airline industry covers of more than 2000 airlines which are operating more
than 23000 aircrafts, rendering services to more than 3700 airports (Vega-Vazquez and et. al.,
2013). During 2006, the global airlines industry flew almost 28 million scheduled flight
departures and services more than 2 billion passengers. This has seen a growth in the global air
travel on average around 5% per year over the past 30 years, with major yearly changes due both
to varying of economic conditions and differentiation in the economic growth in various regions
of the planet. Easy Jet is a British airline company, which is running under the low-cost carrier
model based at and around London Luton Airport. It has domestic and international services on
more than 820 routes in more than 30 countries. It has employed more than 11000 people. Its
main aim is to provide low cost air transportation services in Europe by various types of
passengers carried.
Aims and Objectives:
Aims: To know the reasons/factors accountable for customer satisfaction, the overall
performance and to find the measures to eliminate dissatisfaction.
Objectives:
1. To understand the concept of customer satisfaction
2. To determine student’s level of satisfaction with Easy Jet
3. To evaluate the impact of increase in prices on the level of student’s satisfaction
4. To make recommendations on customer satisfaction with reference to service quality and
price
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Research questions:
Research questions relating to current research will cover the undermentioned questions:
RQ1 : What are the factors of customer satisfaction?
RQ2: How customer satisfaction could be improved?
Research Hypothesis:
Based on the research questions various research hypothesis could be emerged and such
hypothesis will be evaluated for meeting the research objectives made in the present research:
H1: Increase in prices would lead to dissatisfaction
H01: Increase in prices would not affect customer satisfaction
H2: Quality service will improve customer satisfaction
H02: Quality service will not improve students’ customer satisfaction
Research Questions and Hypothesis would be analysed with the assistance of gathering of
secondary data to test the hypothesis keeping in mind the end goal to satisfy explore destinations
in exhibit investigate setting. Secondary data resources utilized for the present research that
would be useful in coordinating research questions and hypothesis in this research.
Literature Review:
According to Hope (1930) and Lewin (1936), Satisfaction is a psychological state, that is
post-purchase evaluation of the experience of consumption. Satisfaction comes from the
comparison between expectations and perceptions. This definition provides all 3 components of
the construct.
As per Rhandir (2012), consumer satisfaction is the positive reaction of client after
applying the product or service to them. It relies upon many elements like the client perception,
quality, etc. A client can be satisfied or disappointed, this can be assessed after taking services.
however, to know and esteem the reaction of customers is vital for the organizations for meeting
the competition in the business. It has observed that there are many variables which impact the
consumer satisfaction of clients of airline organizations.
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(KANO Chart - IMPORTANCE OF CONSTANTLY CHANGING CUSTOMER SATISFACTION)
According to Hsu, Chang and Chen (2012), at the point when the desires and needs of the
clients are satisfied, they are fulfilled. If they don't get adequate services, they feel disappointed.
Consumer satisfaction induces loyalty from the clients. A portion of the satisfaction drivers in
airline industry are service quality, security, in-flight services, accommodation in taking flights,
comfort, conduct of staff, and so on. It likewise relies upon the apparent value by the client.
1.2 Research Project selection specification
Project need to appropriate and specific in frame which facilitate to made better
understanding about concept. There are various factors associated with research project selection
specification which need to include and understand in a better manner. Such points and factors
determine for Easy jet survey stated as follow:
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 Introduction: The first factor which contribute in the depth of understanding about
concept is introduction which define and signify about the concept in a better frame. It is
important to design and include all essentials into a project in an appropriate and suitable
manner which assist to made valid decision for further study. Literature review: Another factor or element for RM is literature review which define
about various scholars aspects and consideration. This enable and provide support to
make better understanding so that chances of suitable gain and gap analysis between
various elements become possible. A major reason behind conducting LR is to determine
various aspects of scholars so that suitable understanding about concept get facilitate. Data collection: Element which enable in better understanding about concept is data
collection. It facilitate to gather information from diverse range of sources by applying
relevant technique. It support to maximise appropriateness of working so that better
judgement lead to carried down. Data analysis: Another point is to analyse the data which collected through various
sources. Data need to analyse in an appropriate and suitable manner by presenting it with
various graphs and charts. It facilitate to make understanding properly.
 Conclusion and recommendation: The last chapter focus on conclusion and
recommendation which define about summary of each and every section of the project.
Recommendation will going to evaluate about appropriate suggestion regarding project
which need to modify better manner.
Apart from all these section, there are some more points get determine which enforce to organise
this study in an appropriate and suitable frame. Such points are:
 Interest: The interest for this project is that it enable to understand various factors like
preparing of aims and objectives. Along with this, it also facilitate in determine about the
impact of quality services through digital source on customer satisfaction. This will bring
in gain better and appropriate outcome so that effective and appropriate study lead to
organise properly.
 Scope: The scope behind this project is vast in frame where factors get determine behind
customer satisfaction. As such aspects will going to contribute in better and appropriate
frame so that decision become effective and suitable in nature.
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 Importance: It is highly important just because specified points enable business to work
on factors which responsible for customer satisfaction. Thus, overall focus could be
manage and maintain in order to promote and enhance appropriate working.
1.3 Critical review of key literature
a) The concept of customer satisfaction
According to views of Costen and Salazar, (2011). Customer satisfaction is related with
offering products and services to customers in order to satisfy their needs and wants so they will
enhance their overall sales and profitability ratios. Easy Jet are mainly working in order to retain
satisfied customers by providing them effective services at low prices. The concept of customer
satisfaction is related with retaining good images in minds of customers about the products and
services in order to maintain loyalty among all their customers and they will not use the services
from other rivalries. Customer satisfaction is an important and vital factor as it result in
managing the overall business operations and making changes wherever it is required so that all
their offered services can be easily monitored.
According to the study of Daley, (2012) it is analysed that the major concept of customer
satisfaction is related with retaining loyalty aspects of clients so they will enhance future sales
and firms can develop plans in order to expand their operations globally. If all the customers are
satisfied with the products then it results in achieving competitive gains at market places as
customers will not prefer to buy goods from their rivalry firms. There should be mainly focus on
firms on providing quality products and services to their customers in order to retain their loyalty
thus achieving strong and effective positions for firms.
b) To determine student’s level of satisfaction with Easy Jet
The satisfaction level of customers can be determined with the help of following factors
which are evaluated below as:
Feedback: This is the most important factor which is valuable for firms in order to
determine that their customers are satisfied with the offered products and services or not. The
feedback which are given by customers firms should focus on implementing changes where they
are not able to able to satisfy their customers so they will easily achieve success in their venture.
Customers can give the feedback in both positive and negative aspects thus firms should make
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plans in order to focus on both the positive and negative factors in order to achieve growth and
success in their overall business operations.
Monitor: This is also vital method in order to evaluate satisfaction level of customers by
monitoring all their activities with the help of emails, chatting or giving direction to employees
with the help of cell phones. There can be interactions with customers by providing them
informations about their new products and services with the help of cell phones in order to
enhance footfall of customers who will use their products and services in order to achieve loyalty
of all their clients.
c) Different methods to evaluate the impact of increase in prices on the level of student’s
satisfaction
According to the study of Eid, (2011) it has been identified that if firms have made plans
in order to increase the prices of products and services which are offered by them then there
customers will not be satisfied as they are getting the same Quality of services on higher prices.
The customers can only be satisfied if they are getting additional services for higher amount and
there is also increase in quality of services which are offered to all their potential customers.
Retention of customers: If firms are offering same levels as compared with the rivalry
firms on higher prices then customers will not be satisfied and they will not make plans in order
to buy products thus there sales and profitability ratios will be greatly affected by these
operations. In order to retain loyal customers firms had to develop plans so they can easily
satisfy their customers by keeping prices similar to those which are offered by rivalry firms.
Retaining loyal customers are beneficial for firms in order to enhance their overall sales and
profitability ratios so they can establish strong images in future times. Thus firms should focus
on keeping economical prices for their products in order to achieve loyal customers who will be
using their products and service in order to travel from one location to another.
d) Recommendations on customer satisfaction with reference to service quality and price
Satisfied customers can be retained by firms if they are making plans in order to provide
value added services to all their clients at economical prices. This is beneficial factor for firms in
order to achieve loyal customers who will not buy products and services from their rivalry
business. Firms can focus on analysing all the strategies which are adopted by their rivalry
business and then they should develop plans in order to adopt them so they can easily satisfy all
their by delivering them products according to their demands. Easy Jet should mainly focus on
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providing quality services to all their customers as it results in increasing footfalls of customers
who will be buying their offered products and services.
1.4 Research project specification
The main research is based on satisfying customers who are using services of Easy jets.
They are having their operations all around the globe and they are mainly working in order to
retain loyal customers who will enhance their overall sales and profitability ratios. Managers of
Easy Jets are working in order to develop innovative tools by which they can easily capture
attention of all their customers. As there is increase in competition and there are many rivalries
who are dealing in similar business operations thus they need innovative ideas for gaining
attention of customers (Conceição and Altman, 2011). This can be achieved if they are offering
different type of services to all their potential customers according to their needs. They have
established good images at market places as they are offering services at low prices so customers
can easily afford them. The present research is based on factors which are beneficial in order to
provide satisfaction to their customers and this can be achieved if they are developing new and
innovative ideas in order to satisfy their clients.
1.5 Time scale and Gantt chart
It is essential to complete a project on define date and time so that appropriate and
suitable outcome could be gain. There are various kinds of working could be done while
performing a study so that better and suitable gain could be imposed. In this consideration, Gantt
Chart is one of a major tool which enables in better and appropriate work so that chances of
appropriate and highly effective gain could become possible. Below is a Gantt Chart for define
work and procedure which need to understand by researcher properly and effectively for gaining
better results.
This define as the time which lead to consume for completing the project in better suitable
manner s that appropriate and beneficial results could be drawn. This provided time scale define
the procedure in which duration project get completed.
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TASK 2
2.1 Research questions and hypothesis
Hypothesis is a theory which get formulate on the basis of define targets and objectives.
Such hypothesis get frame on the basis of collected and gain responses so that appropriate
understanding and promotion of concept could done. At the time of hypothesis several number of
issues and limitations suppose to de merge like not gaining beneficial and appropriate outcome
from primary sources.
On the basis of research questions, hypothesis get formulate which enable to maximise
suitability of study. Thus, RQ get articulate on the basis of define objectives in context of
EasyJet:
 What is the concept of customer satisfaction?
 Are the services appropriate to met with customer satisfaction?
 What will be the impact of increase price on customer satisfaction?
 What will be the appropriate suggestion regarding to improve customer satisfaction and
service quality?
2.2 Collection of data through questionnaire
QUESTIONNAIRE
Q1 What factors are valuable in order to retain satisfied customers by Easy
Jet?
 Quality services
 Economical prices Effective time schedule of flights
Q2 Does quality aspects helps in gaining satisfied customers?
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Agree
Disagree
Q3 The types of services which are offered to customers by Easy Jet? Domestic Flight
 International Flight
 high quality food
Q4 The services which are offered by firms are beneficial in order to satisfy
needs and wants of all their clients?
Yes
No
Q5 What plans are developed by firm in order to gain attention of customers?
Discounted rates of flights
CSR Activities
Quality services
Lower economic cost
Q6 What is the satisfaction level of customers with the services which are
offered by firms?
Satisfied
Dissatisfied
Q7 The safety measures which are used by Easy jets in order to make
travelling safe and secure for their customers? Information about safety tools
 Provide life insurance
 Airbag/ Para-shoot facilities
Q8 What ratings will you give to the offered services of Easy Jet
 Excellent
 Good
 Average Satisfactory
Q9 Provide recommendation so firms can easily make improvements in
products and services which are offered by them.
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