An Analysis of Customer Satisfaction and Quality at Easyjet Airlines

This report critically evaluates customer satisfaction and quality management within Easyjet, a major airline company. It begins with an introduction to the importance of air transportation and the need for airlines to provide excellent services at economical prices. The report then delves into the ba...Read More

CUSTOMER SATISFACTION
Quality management
9/3/2019
Easyjet Company

Customer satisfaction 1
Contents
Introduction................................................................................................................................2
Background of the study.........................................................................................................2
Quality management definition..................................................................................................3
Quality management key components....................................................................................3
Critical evaluation of quality issues...........................................................................................3
Issues which comes in the airline sector.................................................................................3
Critical evaluation of the response to this issue by your organization.......................................7
SERVQUAL analysis.............................................................................................................7
Total quality management......................................................................................................8
Recommendations......................................................................................................................9
Control charts.........................................................................................................................9
Share price recovery...............................................................................................................9
Communication through social or online media..................................................................10
New campaign......................................................................................................................10
Other Changes to be taken by the company.........................................................................10
Conclusion................................................................................................................................12
References................................................................................................................................13

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Introduction
In the contemporary world, the need for air transportation has arisen as it is the most efficient
way to reach the number of places in a shorter period. These industries are ready to make the
journey of its customers more comfortable and thrive hard to deliver the best experience to
them. This industry serves the needs and wants of the customers by providing quality service
on the flights. However, in this dynamic and competitive industry, only those companies can
survive which are providing excellent services at economical prices (Drugan, 2018).
Therefore, to continue its operations it is very essential for Easy Jet to develop a better
understanding of the customer’s insights, and providing them the good quality of work or the
service. Moreover, it is very important for the target airline sector to need to perceive that
they should make changes in the functioning of the company. In the industry, the
communication sector should put more emphasis on market segmentation. However, there are
various factors we can become a roadblock in the mission of the airline companies and are
threatening their survival. There many ways that companies can adopt to curb their effects so
they do not face any similar situation in the future (Roland T. Rust, 2011).
The purpose of this study is to find out or identify the determinants of Easy Jet of airline
quality and services. Attributing to this detailed critical evaluation of service, quality, and
issues will be studied in the given report.
Background of the study
This section of the report highlights the most prominent factors like maintaining quality of
services in the airline, fulfillment of customers wants and maintaining a positive working
environment in the workplace. Moreover, while conducting its operations, this airline
company has faced various issues related to its levels of services provided by them. Therefore
the focus of this discussion will on what are the kind of problems faced by Easy jet and what

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are the different strategies this British airline can adapt to overcome their obstacles
(AbuKhalifeh, 2012).
Quality management definition
Quality management is an act of managing different activities and tasks of an organization to
ensure the quality of the product and the services in which we present them to the customers
to benefit the company. (Chen, 2018)
Quality management key components
 Quality planning is a process of monitoring the quality so it can be control on time
and the company can formulate a plan to achieve those targets.
 Quality improvement means the process of improving confidence and the reliability
of the outcome.
 Quality control can be defined as the uphold process of integrity and reliability in
achieving the target.
 Quality assurance means systematic action to offer a particular service to meet the
requirements of the target. (Drugan, 2018)
Critical evaluation of quality issues
Issues which comes in the airline sector
The preceding paper evaluated five different types of gaps present with the company. The
gaps were given ranks based on their existence and impact in the organization. Further, below
mentioned is a critical evaluation of these gaps for the company Easyjet:
GAP 1: Inefficient Marketing Techniques

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The rating for this issue is 5 out of 10 which means that marketing techniques are not used by
the company effectively. However, it has been found that Easyjet Company is considered as
one of the known British airline due to which they have brand awareness in the market. Thus,
this issue is considered as the 50% of rating.
The environment in which Easyjet works is extremely complicated due to which the business
needs to regularly initiate market research facilities so as to attain competitive advantage in
the target market. With the aggressive entry of different innovative companies in this
industry, the organization is unable to manage their level of competence in the target market.
Resulting in which, this becomes a gap for the company, as they need to initiate innovative
activities in the business environment that attracts the customers towards their services. Thus,
the company should make use of effective marketing research techniques in the business
environment so as to gain information about the trends that are prevailing in the external
environment and work according to them as well (Jerry John Herman, 2017).
GAP 2: Lack of Communication
The rating of the lack of communication issue is 4 out of 10 which is lowest among the other
ratings. The communication among the business is influencing the working of company in the
market. According to the issue, it has been found that Easyjet Company needs to take the
quick steps for improving the communication (Drugan, 2018). However, the boards of
directors and high authority communicate among each other which are considered as positive
element.
The company Easyjet faces communication issues in the business environment because of
ineffective internal structure. However, the company is now slowly changing the ways to
implement communication that is affecting in a positive way to the state of the company. The
company should make use of internal communication language for the cabin crew members

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so that they can make the other member understand their issue without expressing it to any
customer. This process will develop an efficient level of communication in the business
environment. It will also eliminate the barriers in the flow of work in the business
environment.
GAP 3: Lack of Service Quality
The lack of service quality is one of the major issues that have been witnessed with review
rating of 6 out of 10. This means that being the low cost airline the company understands the
needs of the customers due to which they offer products and service in quality. However,
there is scope of improvement but as per the rating of the issue this is considered as highest
rated issue.
Being a low cost carrier airlines company, the organization Easyjet provide economic
travelling services to the people in the business environment. Due to which, many times the
business lowers the quality standards so as to save cost and provide economic services to the
people in the business environment (Patil, 2014). However, the customers should at least get
optimum quality services that they are assured in the business environment. Thus, the
management should aim to initiate standardization in their services. They should make the
people understand that what should they expect from the company and its services quality as
well so that they do not get amazed when the approach to it. This will also help the
organization to reduce the gap five for the company as well (Kearney, 2018).
GAP 4: Lack of Employee Satisfaction
The employees of Easyjet are considered as there key behind the success for which the
company performs the operations. The satisfaction that has been witnessed among the
employees is 50% which means that half of the employees are satisfied and remaining are

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not. The employees who are not satisfied gets affected with one or other reason which also
makes them to leave company.
Employees are less satisfied in the business because the company does not reciprocate their
level of work done with the level of compensation that they should get. Resulting in which
dissatisfaction among the employees appears (González-Cruz, 2018). Further, it should be
noted that the organization should reciprocate the remuneration to the employees according to
the work done by them. They should initiate effective performance management plan should
to analyze the quality of work done by the employees on the basis of which they should work
to increase their level of satisfaction in the company.
GAP 5: Low Customer Satisfaction
The level of satisfaction of the employees is rated at 5 out of 10 which mean that some of the
customers are satisfied. The reason being as Easyjet is not able to offer the high service
quality and reason behind this is low cost services of company.
Lastly, low customer satisfaction is the most important gap present with the company.
Although, the organization is working great in the business environment still they need to
implement strategies to increase the level of satisfaction of the customers in the business
environment. The management should seek feedback from the customers so as to attain their
views on the service quality of the company. Then they should work accordingly on the basis
of the feedback provided by the prospective people in the business environment (Gutierrez-
Gutierrez, 2018).
Thus, in this way, the ranking of all the GAPS will automatically increase and the company
will attain efficiency in the target market. These issues shows that company need to focus on
the issue of communication which is required to be solved before the time as this will

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influence the working of company the most. Communication is considered as the key behind
the success of Easyjet as well as resolution of issue will improve the services quality.
Critical evaluation of the response to this issue by your organization
To improve the service quality and the satisfaction of customer the company tries a different
method to measure and to control the wastage of the resource and bring back the efficiency in
the company to increase the revenues of the company for which they adopted the
SERVQUAL method to determine the efficiency in the company (Scheidt, 2019).
SERVQUAL analysis
SERVQUAL analysis was done to see that the customers are satisfied or not with the services
of the company or not. Most of the customers prefer high-cost line airlines because they can
afford the budget and like a luxury but there are people who could not afford these luxuries
and they opt for low-cost airlines like Easy Jet (Roy, 2018). To check or assess the taste or
satisfaction company opted for making or formulating a process, which is as follows. Check
in process, which means the customers the second service, which they want, is inflight
service, which includes proper facilities inside, should be given utmost respect well, the
process of checking in and out should be proper, and misconduct with the plane like the food
and the attendant should be well behaved and helpful. After that we have reliability next
which should be taken care of, it matters a lot that your services should be reliable to
everyone. Moreover, responsiveness means the administrative department of the company
need to be more active at everything while providing service or the information and it should
be correct. Baggage handling services means some customer want this service too then you
must provide it to them at a low cost as other companies are providing it (González-Cruz,
2018).

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Total quality management
The tool of total quality management is a tool which is adopted by the company to response
the gaps that has been identified with the help of the SERVQUAL analysis. TQM tool consist
of the wide-efforts to install as well as make the surroundings of the organization where the
employees can continuously improve their ability to offer the services to customers. Easyjet
implement the TQM with the motive to deal with the issue. Some of the issues which are
resolved by company include: -
Customer-focused: - The customer ultimately identifies the level of quality that is company
is offering. TQM makes the company to implement the technology that can contribute in
improving the working of company and improves the quality of services. The business goals
include offering delight experience, value as well as other services to customers (Roland T.
Rust, 2011). This means TQM implementation helps in resolving the issues and meeting the
objectives.
Overall employee improvement: - Employees participate in common goals of company as
this is way through which they can bring improvement. Easyjet Company values their
employees for enhancing the commitment by empowering them for making their own
decisions. The employees of company understand strategic objectives of the company and
work according which enhance the productivity (Martínez-Tur, 2018). Thus, this is the way
through which the company can resolve the issue as well as meet the objectives.
Continuous improvement: - TQM leads to continuous improvement in terms of the service
quality within the Easyjet to bring the improvement in satisfaction level. This will help the
company to accomplish their goals which involves offering the value to customers.

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Recommendations
Easy Jet can improve its service quality the customer’s satisfaction strategies should be
adopted by the company by doing research or by learning from the experience. To remain in
the business you ought to improve the quality and the services, and if you want to stay in the
business world of the airline sector than only you will get success in the airline industry.
These problems are faced by every low-cost airline but if you want to earn you need to find
out some solutions to these problems of the customer (Upadhyai, 2019). The below given are
some of the tools which can be adopted by company. It has been found that some of the
issues are not addressed by the companies which include communication issue, lack of
marketing techniques, rise in the prices of cost due to fuel prices and many others. These
issues are required to be resolved by company which is possible through below given tools: -
Control charts
The company should implement this tool or technique with the motive to understand the
actual situation that can occur due to rise in fuel price risk. Easyjet should understand the
chart and need to conduct the planning according to this research. This planning will
contribute in reduce the high cost paid by the company on fuel.
Share price recovery
Easyjet found decline in share price that means they are not able to meet the business
objective of maintaining the interest of the stakeholders. Along with this, they should try to
maintain the confidence among the stakeholders that company is performing the business
operations effectively (Khan, 2019). Stakeholders play a vital role for the business and this
makes the business to consider them.

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Communication through social or online media
The communication is considered as one of the major issue that affects the working. Easyjet
Company should make use of social or online media mode through which communication
remains easy among the people. There is need of the new system on online media which
include a portal for the internal communication of employees with each other.
New campaign
Easyjet marketing is not good enough which a gap found in the service for which they should
bring the new campaign for marketing that will generate awareness about services offered by
airline. This campaign will contribute in enhancing the sales which give an opportunity to
company to meet its strategic business objective (Mok, 2013).
Other Changes to be taken by the company
The company should make some changes in it is quality management team. Mainly quality
has four key components, which are quality-planning, quality control, quality assurance,
quality improvement. The team needs to focus on these aspects of the company. There are
other factors that focus on continuous improvement.
 Planning means that you have to prepare certain things in advance for an emergency.
Planning is good for the company as it can formulate the plans and implement them
when it is required.
 The company needs to maintain quality control over everything regarding services it
is providing in the business and you need to maintain control of the quality and
improvement in the standard should be brought out to increase efficiency (Dahlgaard,
2018).

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 Quality assurance means it needs to be checked on time intervals that it is being laid
down properly as sequence wise. Absurdity in everything is necessary to get success
in the life of everything.
 Quality improvement means we need to try each and everything to improve the
conditions fully and at a low cost. In addition, there are many steps, which the
company could take to improve the quality of service, and the management team
should take proper feedback from the customer and giving messages to them on time
intervals about advertising about various offers that they are providing to attract them.
(Henderson, 2018)

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Conclusion
It can be concluded that Quality management does have a better system in so many to help
the company and produce good results if all things take place at the right time and with
efficiency. Quality management has given a new avenue to the business to work hard as it
really makes the completion very tuff among the entire airline sector, which is a low-cost
airline. The effective teamwork could help the company to achieve the targets early and with
minimizing the cost and improve the goodwill of the company. It has been found that total
quality management is adopted by the company to deal with the issues. Along with this, it is
recommended to the company to adopt some tools that will lead to the changes in the
operations.

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