Research Project: Customer Satisfaction with EasyJet Airline Services

This research report analyzes customer satisfaction among students regarding EasyJet, a low-cost airline. The study begins with a research proposal outlining the objectives, including examining the low-cost model, identifying services attracting students, and assessing their satisfaction levels. The methodology involves both primary and secondary research, with a survey of 50 students. The report reviews relevant literature on low-cost airlines, pricing strategies, and services offered to students. The research aims to understand the factors influencing student satisfaction and provides recommendations for enhancing customer experience. The findings are presented through data analysis, descriptive statistics, and graphical representations to offer actionable insights for EasyJet and other budget airlines. The study concludes by summarizing the findings and suggesting areas for future research.

RESEARCH PROJECT

TABLE OF CONTENTS
TASK 1: RESEARCH PROPOSAL................................................................................................1
1.1 Formulating and recording research project outline specification...................................1
1.2 Identifying factors contribution in research project selection..........................................2
1.3 Undertaking a critical review of key references...............................................................2
1.4 Producing research project specification..........................................................................4
1.5 Providing appropriate plans and procedures....................................................................5
TASK 2 RESEARCH REPORT......................................................................................................6
2.1 Matching research resources............................................................................................6
2.2 Research investigation in accordance with the agreed specification and procedures......7
2.3 Data collection and analysis.............................................................................................9
TASK 3 RESEACH OUTCOMES................................................................................................12
3.1 Use appropriate research evaluation techniques.............................................................12
3.2 Interpret and analyze the results in terms of the original research specification............12
3.3 Make recommendations and justify areas for further consideration..............................19
REFERENCES..............................................................................................................................21
APPENDIX....................................................................................................................................23

TASK 1: RESEARCH PROPOSAL
TOPIC: To analyse the level of customer satisfaction among students for low cost airline
services: A case study of Easy Jet Airlines
1.1 Formulating and recording research project outline specification
Aviation industry is one of the biggest sectors in the global economy. The industry
contributes highly in growing and developing the economies of the country in order to attain
high economic and business perspectives. International airline industry has aligned to every
corner of the globe in a convenient manner. Presently, 2000 airline companies are operating
23000 aircraft over 3700 airports in the global market (Young Travelers. 2015). The sector is
widely developing and creating high growth prospects. Innovation and development within the
market is the integral part of business operations. Consumer needs and economic perspectives (in
terms of requirement of high investment prospect) have forced companies in adopting innovative
and effective strategies to attain competitive edge within the market (Revealed: the worst airlines
for handling flight delay compensation. 2015).
High airfares and low customization options created high competition within the market
and made aviation sector, a dome of riches. Few decades back, travelling through airways was a
big challenge for low earning or middle class people. High fares and full services enhanced the
cost of flying for normal people (Klophaus, Conrady and Fichert, 2012). Flying was a privilege
which was enjoyed only by wealthiest category. However, analysing the market outlook and
evaluating demand within the market, Aviation industry stipulated competition by launching low
fare airlines. These low cost carriers brought revolutionary changes in the travel industry
(Survey: World's worst airlines for customer service. 2015). The services were altered and fancy
outlook of the segment was adjusted to cost saving measures in order to attain the needs of
higher segment of the population.
This strategy was effective to explode the market demand and enhance profitability
within the market. However, in the present era, the competition within the industry has been
increasing widely (Alderighi and et.al., 2012). This has adjusted consumer demands for
advanced services. Companies are presently focusing on developing service dimensions to
stimulate fierce market competition and attain consumer loyalty within the market.
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Easy jet is a British low cost carrier who is operating its business for 21 years in the
European market. The company is globally established and has developed an effective brand
image for economic class flights (Koh and Wich, 2012). It is presently managing its scheduled
services for 700 routes in more than 32 countries of the world. It is the largest airline company of
UK in terms of passengers carrying ration. It has employed more that 11,000 people and has
been successful in developing its growth and development prospects. Service range of the
company is adjusted and developed to attain low cost advantage for the travellers within the
market (Straub and et.al., 2013). The present research topic will focus on evaluating the needs of
consumers for low cost carriers and analysing those to understand the operations of Easy jet. The
research report will develop an in-depth analysis to analyse level of customer satisfaction among
students for low cost airline services.
1.2 Identifying factors contribution in research project selection
Aviation industry is vast and is growing at a considerable high rate. The demand for low
cost carriage is consistently enhancing within the market which has caused a revolutionary
change in the economy. Different companies are designing various strategies to create an edge
within the market. The present study will help in creating an in-depth analysis of the topic. It will
help in understanding the mechanics of budget airlines and issues that the companies are facing
while adopting these strategies. Along with this, focus of the report will be on examining factors
and service range that young travellers demand from airlines. This will be helpful in
investigating aviation sector and developing effective emphasis on analysing its growth
prospects.
Researchers are analysing the factors which effect the industry and consumer expectation
within the market in order to attain high success measures for the business. The research study
will focus on covering the topic in order to develop a well managed academic base for any
further researches. In addition to this, the study will help in understanding the sensitive factors of
the industry and factors which help companies to survive through fierce market competition. The
interest of researcher for the topic related to low cost airlines helped in selection of the topic and
developed a keen interest to precede with it. Hence, the present research topic is of interest of the
researcher and will help in expanding his/her knowledge for the same.
1.3 Undertaking a critical review of key references
Low cost model of airlines
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Different authors have identified different aspects or model associated with the low cost
carrier. In this context, as per the view point of Lu and et.al. (2012) the firm applies low cost
model upon airlines by using an effective pricing policies. In this context, it is assessed that low
cost airline does not segregate its buyers on the basis of prices. Thus, it offers same type of fare
to all the customers. Moreover, low cost airline (LCA) offers necessary discounts to the buyers if
they will purchase their tickets in advance. In addition to this, some firms generate revenue by
offering different type of services from their websites such as credit card payment and check in
baggage etc. However, firm like EasyJet do not use such type of method of saving as it complies
with computer reservation system. In addition to this Patel, (2013) have asserted that low cost
airline have point to point network or short haul routes. This enables airline firms with regard to
make connection with such routes or point where customers visited very frequently. Thus, by
opting short haul routes cost and sales maximization benefits is gained by the LCA. However,
Ashford, Coutu and Beasley, (2013) have examined that LCA are expanding their services to the
medium haul markets due to the presence of intense competition in the existing routes. For
example, airlines such as EasyJet and Rynair are practicing the same. Morrell, (2013) have stated
that LCA maintain their low cost by eliminating all the additional services such as catering,
magazines and entertainment etc.
Services given to attract students towards the low cost airline
As per the view point of Creaton, (2014) LCA offers discounts to the students in the
circumstance when they book their ticket in advance. It is being regarded as one of the most
effective tactic for attracting the students. This is because, it has been seen that different sales
promotional techniques helps in attracting the large number of buyers towards the enterprises in
an effective way. This same thing is also applied by EasyJet. In addition to this, according to the
view point of Wensveen, (2015) some LCA brands attracts buyers by using customization related
offer. In this regard, firm molds its services as per the needs and demands of its respective
buyers. Through this way, it attracts large number of buyers. However, Patel (2013) have
depicted that LCA attracts customers by showcasing its presence among large number of
destination. EasyJet cover many destinations from the low cost carrier. The given thing provide
opportunity to the students with respect to perform their travel and tourism activity in different
places.
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Assessing the satisfaction level of students for the low cost services offered by EasyJet
It has been reviewed by the many authors that students who uses the services of EasyJet
are highly satisfied. In this regard, it is assessed that young customers give priority to the two
different aspects while making the selection of services. It consists of availing services at low
prices and getting all type of benefits and amenities during journey (Oum and Yu, 2012). Among
both EasyJet is satisfying the basic need of young customers which is of to get the services at
low prices. Thus, at present the young customer of firm seems highly satisfied.
1.4 Producing research project specification
Project specification is one of the most significant parts of the research study. The
researcher creates an in-depth analysis of the topic and develops a well structured report in order
to attain research objectives. The present study focuses on understanding and analysing a vast
and interesting research topic. Project specification of the same will develop a clear insight about
the structure of the research study and process which the researcher will adopt in order to carry
on with the selected topic. The research aims and objectives of the research are mentioned hence
forth.
Research aim
To analyse the level of customer satisfaction among students for low cost airline services:
A case study of Easy Jet Airlines
Research objectives
 To examine low cost model for airlines
 To identify the services which attract students towards low cost airlines
 To ascertain the level of satisfaction of students for low cost services offered by Easy Jet To recommend the effective measures to enhance customer satisfaction for budget
airlines
Research questions
1. What is the low cost model for Easy Jet?
2. What are the range of services and practices which attract students towards Easy Jet?
3. What is the current level of satisfaction of students for low cost services offered by Easy
Jet?
4. Recommend the effective measures to enhance the customer satisfaction for Easy Jet.
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The present study is an exploratory research which focuses on effective achievement of
the research objectives. In order to fulfil the aim of the study, the researcher will undertake an
extensive research study by using primary and secondary data. Secondary data will be collected
through sources such as books, journals, news articles and company websites while the primary
research will conduct through survey method in order to collect reliable and authentic data for
the research. To collect primary data, a well structured questionnaire will be developed. A
sample size of 50 students from UKCBC will be selected and surveyed. Quantitative research
tools will be applied in order to analyse findings and attain reliable results for the same. The
descriptive statistics and graphical presentation will help in presenting research findings
efficiently.
1.5 Providing appropriate plans and procedures
Planning is one of the crucial tools to attain success of a project. Research project is an
extensive and in-depth analysis of the research topic. It helps in attaining high success measures
within the market. In order to develop and design the project in a well structured manner, the
researcher will develop an effective plan. The study will focus on efficient understanding of
research aims and achieve the objectives successfully.
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TASK 2 RESEARCH REPORT
2.1 Matching research resources
The current study will analyse the business operations of Easyjet and evaluate the impact
on the same on level of young customer satisfaction. The research aim of the study is to analyse
level of customer satisfaction among students for low cost airline services: A case study of Easy
Jet Airlines. In order to attain the mentioned research aim the researcher will collect the data by
adopting both primary and secondary resources. The primary method of data collection will be
adopted in order to collect authentic and fresh data regarding perceptions of students regarding
low cost airlines. However secondary data will be collected through various sources such as
books, journals, news articles, past company data etc. This will develop effective base for the
research in order to attain the research aim. Research resources will be used and structured in
order to identify the research objectives and resolve research questions discussed henceforth.
 To examine low cost model for airlines
 To identify the services which attract students towards low cost airlines
 To ascertain the level of satisfaction of students for low cost services offered by easy jet
 To recommend the effective measures to enhance customer satisfaction for budget
airlines
The research questions to achieve the above stated objectives are:
1. What is the low cost model for Easyjet?
2. What are the range of services and practices which attract students towards Easyjet?
3. What is the current level of satisfaction of students for low cost services offered by easy
jet?
4. Recommend the effective measures to enhance customer satisfaction for EasyJet.
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2.2 Research investigation in accordance with the agreed specification and procedures
Figure 1: Research Onion
(Source: Creswell, 2013)
Research philosophy
This methodology also refers as a blueprint of the study which helps in collection of
appropriate information in effectual manner. By selecting the most suitable research philosophy
researcher is able to determine the actual pattern of the study (Creswell, 2013). Here, mainly two
types of research technique takes place i.e. Positivism and Interpretivism. As per the given
scenario, Interpretivism philosophy has been taken into consideration no hypothesis is being
developed. Moreover, this philosophy makes sure that in depth accurate assessment of human
behaviour will obtained. Here, students can give their viewpoints about the low cost airlines and
it can be easily assessed by this methodology.
Research approach
With the help of appropriate selection of research approach technique researcher can
easily reach out the most appropriate and required information. Inductive and deductive are two
major research approaches (Forzano, 2011). The present paper makes use of inductive approach
as there is no hypothesis development. It begins with the accumulation of the relevant
information and leads to provide better results to the researcher about the given subject matter.
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Data collection
This is considered as a most important technique in any research as it helps the researcher
in finding out most accurate and précised information about the given topic. There are mainly
two sources i.e. primary and secondary sources from where appropriate information can be
gathered. Here, in this present study data is being gathered by both the primary as well as
secondary sources (Gatewood, Feild and Barrick, 2010). Primary information is collected
through the students from UKCBC with the help of questionnaire survey. In this regard,
questionnaire is developed by considering the past literature so that actual idea can be attained
with respect to customer satisfaction among students. In this, only open ended question have
been involved in order to gain specific information from the sample. By filling this survey form
they can present their viewpoints and satisfaction level towards the low cost airline. On the other
hand, secondary data has been gathered from books as well as online articles as well.
Sampling
At the time of going through the appropriate data collection researcher requires to narrow
down the whole population so that better sample can be selected. For the same, there are two
techniques by which sampling can be made i.e. probabilistic and non-probabilistic (Goddard and
Melville, 2004). In the present scenario, simple random sampling technique has been taken into
consideration by which sample size of 50 students has been selected. They can share their ideas
and viewpoints as per their concern.
Data Analysis
This is the last and most important section of research methodology as the whole findings
and conclusion is based on the appropriate selection of analysis tool. Qualitative and quantitative
are two techniques of data analysis. On the basis of this research, quantitative technique is the
most suitable as it provides through which appropriate findings can be made. It also helps in
drawing better conclusion. For the same, descriptive statistics as well as graphical representation
takes place on the basis of which better findings can be frame. Under graphical representation,
different themes has been framed which describes different perception of selected population
about the level of customer satisfaction among students for low cost airline services.
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2.3 Data collection and analysis
The present study will adopt the primary research methods to attain the research aim and
fulfil research objectives. For this purpose the survey method will be adopted. The Structured
questionnaire for survey is as follows:
Questionnaire
Personal Information
Name:
Gender:
Specific information
Age
Below 15 years
15-19 years
20-24 years
25 years and above
What is your educational level
Undergraduate
Graduate
Postgraduate
Other
How often do you travel to places away from home?
Never
Rarely
Often
Frequently
Very Frequently
What mode of transportation do you prefer for travelling?
Roadways
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Railways
Airways
Others
Have you ever travelled through budget airlines?
Yes
No
EasyJet Airlines is a favourable low cost travelling option.
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
How many times have you travelled through EasyJet airways?
Less than 2
2-5
5-8
9 and above
How did you book your tickets?
Airline company
Travel agency
Online booking
Other
Are you satisfied with Easyjet aviation services
Yes
No
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