The Role of Service Quality in Enhancing EasyJet Customer Satisfaction

This research project investigates the role of service quality in providing excellent customer satisfaction within the airline industry, specifically focusing on EasyJet in the UK. The study aims to identify customer satisfaction levels, understand service quality in the airline context, determine the relatio...Read More

Research Project
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TASK 1
1.1 Preparation and recording achievable research project outline define
Goal
Study, On the role of service quality in providing the excellent customer satisfaction in
Airline Industry: A study on easyJet Airline, UK.
Objectives:
 To identified the concept of customer satisfaction Level.
 To understand service quality Levels in the context of Airline Industry.
 To find out the relationship between service quality and customer satisfaction. To suggest strategies by which easyJet can enhance its quality services to attain a high
customer satisfaction level.
Resource implications
For the current study, the researcher will use some resources to complete the whole
investigation. By using limited availability of the funds, it will become hard for the scholar to carry
out the study (Bauer, 2014). To overcome the following resource implications, Activity Based
Costing method will follow so that as per the importance of the activity of the plan, the funds will
be allocated. While, entire research will finish within the small time duration and this implication
will affect the final outcome of the work. In order to minimize this, the investigator will adopt Gantt
chart technique. In this, a specific time duration will allocate to each research event so that whole
work can completed within the limited time duration (Billig and Waterman, 2014). On the other
hand, some secondary resources will not be accessed by the researcher while data collection. To
Collaboration with this implication, scholar will take prior approval and membership for the access
the data.
1.2 Many Factors That contribute to the process of research project
At the selection of planned project, there are some factors given contribution. First one has
of interested area where the researcher has involved in this from long time. With the help of this,
the scholar has just wanted to determine how the service quality has affected customer satisfaction
level (Cammarota and Fine, 2010). While, good knowledge of the subject has one of the reasons
that influence the investigators to select the proposed project topic. So, to use that knowledge in
practical, it has decided to carry on the research. There are the two major factors contribute to the
process of research project.
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1.3 Critical reviews of key references
Customer satisfaction Philosophy
According to Creswell, (2013) Customer satisfaction is marketing terminology which
defines the particular product and services meet the expectation of customer or not. It can be said
that it is a measure that implies how well the Customers expectations of product or services
rendered with corporation have meet. In the contradiction to the Garne, and Scott (2013) it stated
that the customer satisfaction is a thought which relate various components such as quality of the
product, the quality of the service provide, the condition of the location, prices etc.() stated that
customer expiation is a part of customer experience which determined after sell services in the
market. Further it can only attained if the suppliers develop an effective relationship with customer
sat the time of purchasing. In the view of Gay, Mills and Airasian (2011) customer satisfaction are
not only depend upon the quality, price, quantity of product and services but also it is largely
depends upon the supplier behaviours and their relationship with customers. In the contradicting
view of Kassim and Asiah Abdullah, (2010) it stated that the customer satisfaction is term in which
is used in the marketing and which measures how product and services supplied by a corporation
meet or surplus customer expectation. According to the view of Gay, Mills and Airasian (2011)
customer satisfaction is an important because it it provides the actual condition of current business
and position of enterprise in the market to owner. By this measurement, marketer or owner can
manage and improve their quality of product and services.
Product and Service Quality
According to Agbor, (2011) service quality is quite different from the customer satisfaction
because service quality defines that how marketer supply the services to customer in order to meet
their exception. It is a comparison about a service with performance. In the contradicting view of
Beard, (2014) service quality is an accomplishment in customer services. It reflects on each
services fight. Service quality can be related to service levels, service process and service results.
According to the view of Yuksel, Yuksel and Bilim, (2010) service quality measures how effective a
service are supplied in the market in order to meet customer expectations. As per the view of
Creswell, (2013) services as an action and activity which can be offering marketer to customers.
Services is basically intangible and can not affect any ownership Business. In the contradicting
view of service quality refers to an approach shaped by an enduring entire assessment of a
corporation's performance and growth.
Factors affecting customer satisfaction
According to the view of Wentworth, T., (2014) price is the major component which may
largely influence to the degree of satisfaction of customers. If company sets a high prices of product
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and services then may be it affect the degree of satisfaction of customer because most of customers
wants to purchase that product which gives effective utility in the low prices. In the contradicting
view of customer satisfaction may largely affected by the produce quality. Quality defines that how
much that product and services are meet the desires or expectation of customers. On the other hand,
as per the view of Creswell, (2013) customer satisfaction are largely influenced by the quick
services. If company provides prompt and quick delivery of goods and services to final consumers
then they will more satisfied from that product and company. Flick, (2011) stated that if company
consider on effective criteria to provide quick and fast services to customer then it will become
more effective and successful. As per the view of Eid, (2011) customer satisfaction are also affected
by the helpful employees at the physical store. If sales representative or employees effectively solve
the queries of customer at the time of purchasing then it will provide impressive satisfaction to
them. Fiegen, (2010) stated that customer satisfaction are largely affected by the accuracy of billing
at the time of purchasing of product and services. At the time of shopping, if sales representative
provide effective billing to customer without consuming more time then it will impressive step for
them. Customer will more satisfied if company provide accurate information in the bill of product
such as price, quantity, validity, guarantee, warranty etc.
Collaboration between service quality and customer satisfaction
According to Steve, (2015) providing the service quality and customers satisfaction have
direct relationship because if corporation provide effective quality of product and services to
customer then it will increase the level of satisfaction. Beard, (2014) stated that servaqual is best
method of understand the product or service quality for customer satisfaction relation. As per this
method, there are ten elements of service quality but in later work this are intermission into five
components that is reliability, assurance, tangibles, empathy and responsiveness. Organisation using
servaqual model in order to analysis and maintain service quality distribute a questionnaire that
measures both the customer expectations of service quality in terms this five components. In this
aspect, first gap between management perception of customer expectations and customer
satisfaction services. If this gap will high then company will unable to fulfil customer expectation.
Second gap between the management perception of customer prospect and product or service
quality specification. If management unable to understand perception of customer expectation then
they will unable to specified the quality of services. Third is related to gap between product or
service quality specification and service delivery. This gaps may be arise through service personnel
being poorly trained, unable to meet the set service quality standard. Fourth gap between the
service delivery and external communication. This gap arises when the customer expectations are
not fulfilled at the time of service delivery.
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1.4 Research project specification
The present research has based on the study the role of service quality in providing the high
level of customer satisfaction in Airline Industry. To identified the following study, the researcher
will be selected EasyJet Airline, UK organization. To attain its related objectives, some research
methods will be taken into the consideration by the scholar that is as follows:
Research philosophy: It allows the researcher to understand the research issue in a right manner.
With the help of positivism and interpretivism research philosophies, it becomes easy to address the
research aim (Flick, 2015). By using interpretivism research philosophy, the investigator has use
different theories and finding to test the subjective concepts of the research. While, by using
positivism the research philosophy, the researcher also has able to focus over the main objective of
the study. For the present investigation, the scholar will consider positivism research philosophy
because to address the research aim, some objectives will be developed (Gast and Ledford, 2014).
Research approach: The following approach considers the researcher to determine the right
solutions of research question either by using any theory or hypothesis. For this, inductive and
deductive research approaches help the investigators to perform the research work. When there is a
presence of research question in the study then the researcher can use inductive approach (Hunleth,
2011). But when hypothesis frames to address the research problem then deductive approach will
applicable. For the present investigation, the researcher will inductive framework because whole
study will be based on the research objectives.
Research technique: In the current study, the investigator will be use qualitative research
technique. With the help of this, it will become easy to evaluate the collected information from
different sources and draw a valid conclusion at the end of investigation (Mackey and Gass, 2015).
Data collections: For every researcher, data collection has an important part. From primary and
secondary data collection sources, different kinds of data can be easily collected (Neuman and
Robson, 2012). The present study is based on the research study main role is customers satisfaction
in the organization. In this context, there will two method of data collection will take into the
consideration by the researcher. These will be primary and secondary techniques. In primary data
collection, questionnaire will be both open ended and closed ended.(Miller, Birch, Mauthner and
Jessop, 2012). The aim of formulating questionnaire is to determine the factor that affect the student
satisfaction level. This data collected by the student of the university and the secondary data will be
collected from books, blog, customer reviews, journals, easyJet websites from others sites. These all
helps in prepresation of literature review of the research topic.
Sampling: To address research aim, the researcher will use random number sampling because of
giving the opportunities to the students to become a part of the investigation. It will minimize
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biasness problem with experiment. The total number of sample for the research will be 50 students
of UKCBS. At the time of investigation, the researcher will consider those respondents responses
that have been already use easyJet services in the past (Panneerselvam, 2014).
1.5 Develop plan and strategies for research specification
To Develop plan and strategic for the agree research specification will require. In this
content, the whole research planing will divided into different manageable section along with
this specific time frame. This will be represent by Gantt Chart which is as follows:
Activity/Weekely 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Formulation of research project
Preparing goal and targets
Writing in research through
background information
Assortment of suitable research
methodologies
Data collection from primary and
secondary sources
Data collcetion examination
Evaluation of collected information to
generate expected results
Conclusion and results of the research
Submission of report
Modifications as per the per the client
demandes
Summision of Modified file
TASK 2
2.1 Used Efficient resources to the research question
There have some resources used by the researcher to match with the research questions of
the study. First resource is human resources where the scholar has used them to gather the primary
information by using questionnaire. Next one is time duration in where whole investigation has
completed within the given time duration. To Related this resources for the use of research question
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preparation, the scholar has divided into entire time duration in 16 weeks so that research questions
can be easily addressed. While, the financial resources has used to prepare the research questions
and distributed them among the respondents (Silverman, 2016).
2.2 Project is proposed for research investigation in accordance with agreed specification
By considering research plan and strategic as per the specification, the scholar has
established the contact with UKCBC students. Here, the reason of conducting the investigation has
explained to them so that they can response to the questions without any business. For this, the
scholar has collected the email ids of students and forwards them questionnaire to that mail ids.
After gathering the information from primary source, the researcher has analysed the results and
developed for valid conclusion (Smith, 2015).
2.3 Recording and collecting data from the participants for questionnaire preparation
Theme 1: Questionnaire preparation according university courses
In which Stream you are pursuing course from this university Frequency
Study in accounting 7
Study in Law 12
Study in Marketing 4
Study in computing and systems Development 6
Study in Travel and Tourism 13
Study in health and Social care 8
Theme 2: Frequency of the service of easyJet used by the students.
How frequently, you are using easyJet service Frequency
Use one time in a month 12
Use two time in a month 9
Use one time in three month 15
Use one time in a six month 6
Use one time in a year 8
Theme 3: Service quality is one of the most important factors of easyJet that affects students’
satisfaction level.
Which types of Service is one of the most important the factor of easyJet affects
your satisfaction level? Frequency
Service quality 18
Cheap prices of flights 15
Good brand image 4
Good value 8
Quick services 5
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Theme 4: easyJet providing the quality services to the students.
easyJet providing the quality services to the students
Level of
Satisfaction
High Quality service 19
Medium Quality service 16
Normal Quality service 4
Poor Quality Service 5
Very poor quality 6
Theme 5: Service quality influence students decision while selecting preferred airlines.
Service quality influences personal decision while selecting your preferred
airlines Frequency
Strongly Agree 17
Agree 14
Neutral 8
Disagree 4
Strongly disagree 7
Theme 6: Service quality of easyJet has different and good from other UK airline service
provider companies.
Service quality of easyJet has different and good as compare to other
competitors of the UK market Frequency
Highly satisfied 1
Satisfied 15
Dissatisfied 4
Highly Dissatisfied 8
Neutral 7
Theme 7: easyJet should give more attention on quality of services to attain student satisfaction
level.
easyJet should give more attention on quality of airline services to attain
student satisfaction level Frequency
Strongly Agree 20
Agree 18
Neutral 3
Disagree 5
Strongly disagree 4
Theme 8: Students would like to repurchase easyJet airline services in the future as per their
previous usage experience.
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Would you like to repurchase easyJet airline services in the future as per
your previous usage experience? Frequency
Definitely will 32
Probably will 14
Might or Might not 4
TASK 3
3.1 Using appropriate research evaluation tools and techniques relevant justifications
To evaluate and analysis information from primary data the researcher can adopts either
formative and summative research analysis or evaluation's. Study Carries out from the formative
method can be used. But in the case of summative research evaluation,the final results develops
afters develops the investigated.(Taylor, Bogdan and DeVault, 2015). In the context of the present
research, the researcher has used formative research evaluation because of to make sure about
validity and reliability of primary data.
3.2 Forecasting and analysis the results in terms of original research specifications
Theme 1: There are different course pursue by the students from UKCBC university.
Forecasting and analysis: Findings and analysis: This is on refereeing to the above interpreted
finding in which the investigator has hereby referred to acknowledge the courses that are mostly
pursued by the students in UKCBC where these students are also referred to be the regular clients of
easyJet. On whose basis, it has been ascertained that a major proportion of scholars are evident to
pursue the course of travel and tourism with a leading ration of 13. Wherein, the diploma course in
law has acquired second number with an enumerated data of 12 such students. Apart from which,
the other courses are HSC with 8 scholars pursuing it, 7 in accounting, 6 in computing and 4
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enrolled in the diploma course of marketing.
Theme 2: Frequency of using the service of easyJet by the students.
Findings and analysis: in This section has referred to understand the frequent utilisation of the
proposed services of easyJet by the respondents of this study, In context to which, it has been found
that a major number of scholars prefers to use the services of easyJet in every three months. It has
hereby showcased a concentrated data of total 15 such responders with 12 students who are evident
to travel via easyJet almost every month. Beside this, there together exists another classification of
9 such students who are in preference to use the offered service of easyJet in every two months with
another set of 8 scholars who tends to plan a yearly trip via easyJet. Additionally, there together
exists another prime category of 6 such responders who are evident to travel in every six months.
Theme 3: Service quality is one most important factors of EasyJet that affects students’
satisfaction level.
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Interpretation and analysis: This section has referred to interpret such factors that mostly impact
upon the satisfaction level of its users. In context to which, varied factors have been found over here
with a foremost constituent of service quality with 18 respondents in support of it. It is out of total
50 responders from which, 15 have largely appreciated the affordable price range of easyJet with
another segment of 8 scholars who are satisfied from a considerable brand image of easyJet with 5
in approval of quick services. It is with an eventual ratio of 4 such students of UKCBC who are
contended with an appreciable brand image of easyJet.
Theme 4: easyJet providing the quality services to the students.
Findings and analysis: This section has referred to analyse whether easyJet has provided quality
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services to its customers or not. It is mainly in context to ascertain whether the referred respondents
are in support of it or not. Thus, on interpreting the above acquired finding, it has been found that
19 out of 50 responders are highly satisfied from the offered services of easyJet with 16 such
scholars of UKCBC who have showcased a mere satisfaction from it. It is along with another set of
4 such respondents who are in a neutral support of it with 5 who have predicted a dissatisfied
feeling with 6 who are highly non contended from the proposed services of easyJet. As a result to
which, it has been discovered that 11 out of 50 responders do not consider the rendered amenities of
Ryanair as quality services.
Theme 5: Service quality influence students decision while selecting preferred airline.
Findings and analysis: This section referred to interpret that factor which is influenced by the
service quality. This section defines that student decision are largely influenced the service quality
in the airline sector. As per the above finding it has been ascertained that 17 respondent are strongly
support in the view that service quality influence students decision while selecting the preferred
airline. It out of 50 responders, from which 14 are just agree by the same. On the other hand 8
respondent are just neutral above the mentioned statement. They really don't know about the actual
perspective. From the 50 responders 4 are just disagree and 7 responders are strongly disagreed
from the mentioned statement.
Theme 6: Service quality of easyJet has different and good from other UK airline service
provider companies.
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Findings and analysis: For the service quality and efficiency of Easy Jet, many customers have
different perceptions. From the 50 respondent, different people gives their different perception
about the statement that is service quality of easy jet has different and good from other UK airline
service companies. From the 50 responders 16 respondent strongly agreed by this statement. On the
other hand 15 are just agreed and 4 responders are neutral who have no idea about that statement.8
respondents are disagree and 7 is strongly disagree above the mentioned statement about the easy
jet services.
Theme 7: easyJet should give more attention on quality services of to attain student satisfaction
level.
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Forecasting and analysis: As per the survey of the students , it has been ascertained that from the
50 students , 20 students are strong agreed by the statement that easy Jet should give more attention
on improving the quality of airline services in order to attain the satisfaction level of customers. On
the other hand from the 50, 18 respondents are just agreed by this statement. From those only 3
students are neutral who have no idea about that statement.5 are disagreed and 4 are strongly
disagreed by the easy jet airline services.
Theme 8: Students would like to repurchase easyjet airline services in nthe future as per their
past usages experience
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Findings and analysis: As per the research about the easy Jet airline services ity has been founded
that from the 50 students, only 32 students will definitely repurchase easy Jet airline services in the
future as per their previous usage experience. On the other hand from that among students, only 14
students will probably repurchase esay jet airline services in the future form their past expedience.
From among 50 students,. 4 will might or might not repurchase the easy jet airline services in the
future repurchase as per their previous usage experience.
3.3 Recommendation and further research areas
Recommendations
To improve the quality of services to attain the customer satisfaction level, easyJet should
use some strategies or methods which are as follows:
 By monitoring employees, their mistakes at the time of delivering service quality can be
determined. For this, company should give training to the staff members for this, With the help of development of quality circle, easyJet should maintain the quality of airline
services in more effective manner. This will help in addressing the problem in quality
services with proper recommendations.
Further research areas
The same present study can be carried out on other UK airline organizations. On the basis of
this, it will become easy to evaluate whether service quality help them to attain customer
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satisfaction or not. On the other hand, similar research can be conducted for other industries of the
UK. This will also help in to determine whether service quality help them to attain customer
satisfaction or not. Beside this, some other factors such as technology, customer service, response
time etc to determine the customer satisfaction level for easyJet. These all can be performed on
other UK airline organizations as well as other business sectors (Özerdem, A. and Bowd, R., 2016).
TASK 4
4.1 Presentation of outcomes
Attached in Poster
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