A Case Study on EasyJet Customer Journey: Booking to Landing Problems

This report provides a comprehensive analysis of the EasyJet customer journey, focusing on the problems encountered from the booking process through to the landing stage. The report identifies key issues such as overbooked flights, flight delays and cancellations, lost luggage, and hidden charges, which significantly impact customer perception and brand loyalty. The research utilizes both primary data, gathered through questionnaires, and secondary data, derived from a literature review, to examine customer experiences. The findings reveal that a substantial portion of customers are aware of the challenges associated with EasyJet's services. The report concludes with recommendations for EasyJet to improve its services, including system integration, digitalization, and innovation, to enhance customer satisfaction and strengthen its market position. The report follows a structured approach, beginning with an introduction, followed by a literature review, methodology, results, and a conclusion with recommendations.

Research Project

Table of Contents
ABSTRACT ....................................................................................................................................1
TITLE: ............................................................................................................................................2
CHAPTER 1: INTRODUCTION ...................................................................................................2
1.1 Background of the research..............................................................................................2
1.2 Research aim and objectives............................................................................................2
1.3 Research Questions..........................................................................................................3
1.4 Rational of research .........................................................................................................3
1.5 Importance of research.....................................................................................................4
1.6 Research gap/problem......................................................................................................4
1.7 Conceptual framework.....................................................................................................4
CHAPTER 2: LITERATURE REVIEW ........................................................................................5
2.1 The stages of customers journey from booking to landing..............................................6
2.2 The problems that customer faces in all stages from booking to landing. ......................7
2.3 The impact of inconvenience of facilities on customers of EasyJet.................................8
2.4 The ways through which Easy jet can overcome the issues faced by its customers........9
CHAPTER 3: RESEARCH METHODOLOGY ..........................................................................11
CHAPTER 4: RESULTS OR FINDINGS ....................................................................................15
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................27
REFERENCES .............................................................................................................................29
APPENDICES ..............................................................................................................................31

ABSTRACT
Main purpose behind conducting this report is to analyze the impact of services provided
by Easy Jet to its customers from booking to landing. Different stages such as Searching,
Booking, Travelling and Landing are main stages and in this customers of Easy Jet faced various
problems including Overbooking Flights, Flight Delays/Cancellation, Luggage Lost and Hidden
charges. All these are main issues and impact on customer's perception and mindset towards
brand of Easy Jet. Along with this, in order to overcome all these issues, researcher used
different number of effective ways such as no hidden charges, proper integration of system,
proper management of Luggage and maintaining the punctuality. Apart from this, primary and
secondary data source are essential for company to overcome all issues easily. Under primary
research, researcher applied questionnaire which help in identifying accurate response of
customers towards services provided of company. On the other side, under secondary source,
literature review was considered as a best way because it support in accumulating accurate and
relevant data about the topic. With the help of questionnaire, researcher or company were find
out, more than half of the population are aware about the business services and issues in all
stages of booking to landing. At last, various suggestions was provided to the company about
how to overcome all these issues such as to maintain proper integration of system, use
digitalisation and innovation etc. Thus all these are effective and useful for organisation to attain
better results and enhance their brand position at market and among customers.
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TITLE:
“To identify the problems that a customer faces from booking to landing”. A case study
on Easy Jet.
CHAPTER 1: INTRODUCTION
A customer is an individual that buy the products or services produced by an
organisation. Main goal and objective of each enterprise is to attract large number of customers
towards business services (Alamdari and Fagan, 2017). In addition, customer is a main and
foremost asset required for the success and growth of company. For this dissertation,
organisation taken is Easy Jet, which is a British low-cost carrier airline company. It was
founded by Stelios Haji-Ioannou in March 1995 and headquartered at London Luton Airport.
Company operates international and domestic scheduled services on over 1000 path in more than
thirty countries. This dissertation is divided into different chapters such as Introduction,
literature review, methodology, results or findings, and conclusion and recommendation. All
these are main part for completing research project within given time period.
1.1 Background of the research
Easy jet is a British Airline company located in Luton, England, UK. It is a well-establish
airline organisation that has different number of customers. Recently, customer are faces
different issues in booking to landing services of Easy jet. The main problems faced by customer
is related to over booked flights, flight delays or cancellations, luggage getting lost etc. All these
are major problems which highly impact on performance and market share of company. There
are different stages used by customers from booking to landing such as map out the content,
product description, time of flight landing etc. Apart from this, travellers also face some major
issue in all these stages such as delay of flight, no selection of specific seats if they flying with a
family or groups. For this, company charge maximum amount of money from the customers
which directly impact on business performance and productivity (Alderighi, Nicolini and Piga,
2012).
1.2 Research aim and objectives
Research aim and objective are refer as one of the important part for the project. Entire
activities of research is mainly depend on the research aim and support an investigator to identify
main issues and importance of topic for the company. Main aim of this research is:
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“To investigate the impact of services provided by Easy Jet to its customers from booking
to landing ”. A case study on Easy jet.
Objective: It is another important part of dissertation which help a researcher to achieve
aim for the research. Research objective is mainly based on two variables one is dependent and
second one is independent (Barnes, 2017). According to this research aim, mindset of customers
related to the stages of booking to landing is depend on business services provided by Easy Jet.
Therefore, as this, some useful and reverent research objectives are prepared which shown as
under:
 To identify the stages of customers journey from booking to landing.
 To analyze the problems that customer faces in all stages from booking to landing.
 To investigate the impact of inconvenience of facilities on customers of Easy Jet.
 To identify the ways through which Easy jet can overcome the issues faced by its
customers.
1.3 Research Questions
A research question is refer as the fundamental core of study, research project or
literature review (Baumgartner, Kätker and Tura, 2016). This section of dissertation is mainly
emphasis on study, determines the methodology or methods and guide entire stages of reporting,
analysis and inquiry. Thus, it is essential for the researcher to prepare some relevant questions
with the help of research objectives.
 What are the stages included in customers journey from booking to landing?
 What are the problems that customer faces in all stages from booking to landing?
 What are the impact of inconvenience of facilities on customers of Easy Jet?
 What are the ways through which Easy jet can overcome the issues faced by its
customers?
1.4 Rational of research
Main purpose behind selecting this topic is to investigate the issues faced by customers
with Easy jet services. This topic help the researcher to find out all issues and ways to overcome
such problems effectively. Thus, it is also essential for researcher to achieve their personal and
professional goal. Problems in booking to landing service negatively impact on company, in
order to overcome this research is more significant. This research also assist an investigator to
analyze the influence of inconvenience of services on customers of airline company. Thus, topic
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is large which will aid an individual or researcher to gain their knowledge and skill about the
field of study. Apart from this, investigator is capable to do further research in more effective
and successful manner.
1.5 Importance of research
Research is defined as a relevant and careful consideration of study about a specific topic
or issue. To identify challenges which is faced by customers with Easy jet services is important
for the researcher. As research help the researcher to analysis different ways about how to
overcome issues i.e. cancellation of flight, overbooking flights, no choice for the customers to
select specific seats etc. All these are possible with the help of research and thus, it give better
outputs for the research. Therefore, topic is big and help an organisation to easily overcome issue
and retain customer's for long time.
1.6 Research gap/problem
One of the main problem or gap in this research is to analyze the impact of services
provided by Easy Jet to its customers from booking to landing. Research gap is defined as a area
or topic which missing information limits the capability to reach a valid conclusion for a
question. In this research one of the main gap is how to overcome issues faced by customers with
the services of Easy Jet. With the help of proper identification, researcher can easily overcome
above all issues and get better results for future study.
1.7 Conceptual framework
Conceptual framework is significant for the researcher to define all chapters in more
detail and brief manner. For completing dissertation, there are some main chapters which are
determined as under:
Introduction: It is a first chapter for starting research project systematically. This part
includes different important and useful information about the topic and help an investigator to
enhance their knowledge criteria about the field of study (Boyd and Hollensen, 2012). This
chapter includes entire detail about the topic such as, background of the study, rationale,
significance, research gap, aims, objectives and questions of research. All these are significant
for investigator to complete research activities within given time duration.
Literature Review: It is another important chapter which help an investigator to collect
appropriate about the topic. This section of the dissertation help in identifying areas of prior
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scholarship to let duplication and provide credit to other investigators. This chapter is also
effective and useful for analysing inconstancies i.e. conflict in previous studies, gap in research,
open questions left from other study.
Methodology: In this chapter, researcher needs to find out different methods of collecting
relevant and accurate information about the topic (Fageda and Flores-Fillol, 2012). This section
includes different types of methodologies such as research approach, design, philosophy,
primary and secondary data collection, sampling method, research reliability and validity etc. All
these are main and essential method for accumulating valid and reliable data about the field of
study.
Results or findings: In this chapter, researcher need to find out results on the basis of
primary and secondary data. With the use of primary source, researcher collect data by
application of questionnaire. It is consider most useful and significant instrument for
accumulating proper information in regards to the research or topic. Apart from this, results or
findings are also based on secondary source which is collected by researcher through literature
review. Therefore, both sources are useful and help a researcher to gather proper data or
information about the research.
Conclusion and recommendation: It is a last part of dissertation in which entire
information about the topic is included (Gilliam, WUHU LLC, 2012). With the help of this
section, a researcher can easily identify response of selected respondents out of total population.
In recommendation part, some recommendation are provided to the company or researcher about
how to overcome issues and achieve better results within given time duration.
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CHAPTER 2: LITERATURE REVIEW
Literature review is a search and evaluation of the subject or choose topic area. To
identify important and relevant information about the topic, literature review plays an important
role. The objectives of writing literature review are stated as below:
 It providers a survey of the literature in a choose topic.
 The information in literature is synthesised into a summary.
 A critical analysis is done to the gathered information by identifying the gaps, limitations
in theories and point of view and by reviewing the areas of controversy in the current
topic.
 It also organised the literature in a specific way which attracts the reader.
2.1 The stages of customers journey from booking to landing.
According to Helge Moser, (2017), when a customer starts its journey, every airline
company has some specific steps of booking to landing. The steps of booking to landing in
EasyJet is defined as below:
Searching:
It is the first stage of customer's journey in EasyJet. In this stage, a customer search about
the flight schedule, seat number, travelling time, stoppages, fair etc. All these factors are
included while searching a flight. The searching of flight is done through two ways such as
online and offline. Online searching refers searching through website of EasyJet. The company
should provide all the information of travelling on website. A customer search each and every
information which is required by it (Goold, 2013). The required information can also include
details about the destination where to go. Some customers are aware about their destination
while some who travels to have fun in a place. In offline searching, customer has to visit the
nearest airport to know about the details of booking to landing.
Booking:
It is the next step of customer's journey in EasyJet. In this stage customer when get
satisfied with the services of company than it starts to book flight according to its convenience.
The booking is done on the basis of seat, fair, food and convenience in the flight. All these
factors are necessary for a customer to book a seat in plane. In booking a customer can also book
its food menu, which will help it in getting the desired food at the time of travelling. This type of
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booking can be done through online or offline. The booking mode always depends upon the
choice of customer. All the details of menu are also available online which help the customer to
book its food with convenience.
Travelling:
It is the third stage when customer will check-in to their flights. The airline company
should always keep in mind about the facilities to customers. These are the facilities of which
information is provided earlier online or offline (Granados and et. al., 2012). It is the time when
customer is feeling those experiences which are in the minds of it. The factors travelling include
security and safety features, food, seat etc. The most important factor which an airline industry
should apply the safety and security feature. If this feature is present in airline, customer feel
positive and secured. This satisfaction can leads to give positive feedback for the company.
Landing:
This is the final stage of a customer's journey in a plane. In this stage, customer is landed
at its destination and thus completed its journey. The factors which can satisfy the landing stage
of customer's journey can include, convenience in luggage collection, arrival on time etc. All
these factors are as important as the first stage of customer's journey. A customer when landed
wants to go to it's destination a soon as possible (Guttormsdóttir, 2013). Delaying in the
collection of luggage can frustrate it. This will results into dissatisfaction of customer's journey.
Therefore airline company should keep in mind all the factors of landing also.
2.2 The problems that customer faces from booking to landing.
According to Brignall, (2019), there are various stages of a customer while travelling in a
plane. These stages are covered in the previous question such as searching, booking, travelling
and landing. If airline company is not getting it's full attention on the stages, than a customer can
face many issues. The issues which a customer is facing while travelling in EasyJet are discussed
below:
Overbooking Flights:
This is one of the biggest problem in EasyJet. When a customer books its flight and get to
check-in, it will find that there is not seat allotted. This issue arises because EasyJet has very
cheap flight tickets and therefore customers book them. The issue of overbooking arises because
of the disintegration of internal system of EasyJet. Due to this customer faces many problems.
They find that there is no space available for them in the plane in spite of them pre-booking. This
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results a great dissatisfaction among the customers. Due to this issue they have missed their
meetings, sports matches, weddings, conferences etc.
Flight Delays/Cancellation:
It is another issue faced by customer in EasyJet. In this issue, when customer has reached
on time on the airport, they faced an issue of cancellation of flight without any prior notice. This
makes the customer dissatisfied with the services of company (Marchiori and et. al., 2016). A lot
of customers with EasyJet has faced this issue of flight cancellation. Sometime, company denies
to arrange another flight in spite of the cancelled. Apart from that, they had also charged
customers in arranging another flight. A case of this inconvenience is done by the company on
23rd May, 2018. When customers had checked-in the flight, EasyJet announced to have a one
hour delay in flight. After getting an hour they announced that flight has been cancelled. This
force the customers to sleep on the airport floor for 6 hours. Therefore customers suffer badly
during the services of EasyJet.
Luggage Lost:
This is another issue faced by the customer at the time of their arrival. When customers
has arrived at the airport, they found their luggage to be missed from the belt. When a trip was
organised to Rome, a customer had to wait 2 weeks for its luggage. The harsh situation was that
it found it's luggage to be torn and burned. The bag contains jewellery and other valuable items.
The staff in plane insisted the passenger that there luggage will be safe but the situation become
worst with the passenger (Matthews, 2012). This is a story of a passenger, but it had happened
with a lot of passengers again and again. This makes the customer dissatisfied and frustrated with
its services.
Hidden charges:
This is also a frustrating and dissatisfied situation of company. The price given for a
booking includes seat, only when it is not overbooked. There are many types of hidden charges
included with the ticket. A customer has to pay extra to book a seat. The pre-booking is done
only to onboard in plane. After giving the price of seat, a customer had to extra for the luggage
weighting over 15 kg. Therefore there are many types of charges applied on the customer to have
a smooth travelling. This imposes extra burden on customers while travelling.
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2.3 The impact of inconvenience of facilities on customers of EasyJet.
According to Lucy Ball, (2018), EasyJet had cancelled a hundreds of flights and forced
the customers to pay extra for their another tour. Apart from that, it has also spread
inconvenience to customers in a several ways. This inconvenience includes hidden charges,
luggage lost, flight delay cancellation, over booking etc. Due to this improper management
customers has faced many issues. The impact of inconvenience of facilities on customers are
detailed below:
Extra Payment:
Due to the issue of hidden charges, customers had to pay extra to the company. A
customer when book a flight in EasyJet, it has to pay for booking, seat number, more than 15 kg
luggage etc. in technically a customer had to pay three times for a seat (Medlik, 2012). All this
allows extra burden on customer pocket. This allows a customer to get rid of the issues faced and
go in another airline which will take a single ticket and allow all the facilities.
Dissatisfaction and Frustration:
Due to inconvenience a customer had to face frustration and dissatisfaction. There are
many cases such as delay or cancellation in flights, overbooking, lost of luggage etc. These cases
are enough to make a customer frustrate or dissatisfied. Customer always wants a smooth and
convenient travelling but in case of EasyJet, the system is not proper enough to allows those
services to customers (Morrison, 2015). Although the services of EasyJet are cheaper but the rate
of inconvenience is much higher that the customers are threatened to travel with company. The
level of inconvenience has reached to an extent that many of the passengers had to sleep on floor
of airport because of the cancellation of flight.
Issue in selection of seat:
EasyJet has faced an issue of overbooking. Customers had booked their flight but will not
get their seat at the time of check-in due to overbooking of the flight. This makes them frustrated
and dissatisfied. Overbooking has increased because the rate of tickets in EasyJet is very cheap.
Disintegration of management of EasyJet is also a reason for overbooking of flight. Due to
overbooking the money invested by the customer will not get any worth. To select the seat a
customer had to pay extra money which increases burden on its pocket.
Loss of time and cost:
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This is another impact of inconvenience to the customers. In an occasion on 23rd May
2018, a flight has been delayed by an hour. After an hour the official of EasyJet announced that
the flight has been cancelled (Pels, Njegovan and Behrens, 2017). This had increased frustration
among the customers. When they demanded for another flight to go to their destination, the
officials asked for more charges to complete the journey. Due to this inconvenience customers
had to stay for 6 hours on the floor of airport. This results in the loss of time and cost of
customers.
2.4 The ways through which Easy jet can overcome the issues faced by its customers.
According to Naomi Rovnick, (2018), EasyJet has gained a good revenue due to
struggling of rival airlines. In the present condition of this company, it is not able to provide
facilities to its customers. A lot of customers are dissatisfied with the services given by company.
There are some ways through which EasyJet can increase the customer satisfaction by resolving
the issue of customers.
Proper integration of system:
The issue of overbooking is one of the main issue in customer service. EasyJet can
overcome this issue by integrating the different departments which are involved in booking the
seat. The company should manage the number of seat and the applications. They should apply
First come First serve technique to allocate the seat. When all the seats have been filled than the
system should define that. Proper allocation of seats will result into satisfaction among the
customers. This can also interrupt the overbooking which is one of the main issues of customers.
No hidden charges:
This is another solution to the issues faced by customers. The customers had to many
times to find their seats (Qin, 2018). The allocation of seat is not defined by the company.
Therefore customer had to pay extra for the allocation of seat and than the extra payment of
luggage used over 15 kg. This increases frustration among the customers. To overcome this issue
they had to specify all the charges in the ticket already. This increases faith among the customers
towards the company. Increasing faith results into satisfaction of customers.
Proper management of Luggage:
This is another issue faced by the customer in the premise of EasyJet company. A
customer had lost its luggage for 2 weeks and when it had got that parcel, it had torn and burned.
Although the bag contained expensive jewellery, instead of that the company was lazy enough to
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