A Research Project: Analyzing Customer Satisfaction with easyJet

This research project report provides a comprehensive analysis of customer satisfaction with easyJet. It begins with an introduction to customer satisfaction and its importance for organizational growth, particularly within the airline industry. The report formulates research questions and objectives, identifies factors influencing research project selection, and reviews relevant literature on customer satisfaction and its drivers. It details the research methodology, including qualitative and quantitative approaches, population sampling, and data collection methods, focusing on both primary and secondary data. The analysis interprets research findings, makes recommendations for easyJet, and suggests areas for further consideration. The project concludes by presenting research outcomes and highlighting the significance of customer satisfaction for business development, all while emphasizing the role of employees in delivering efficient customer services and maintaining customer loyalty.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
1.1 Formulate and record possible research project outline specifications.................................2
1.2 Identify the factors that contribute to the process of research project selection....................3
1.3 Undertake critical review of key references about ‘customer satisfaction’ and ‘influential
factors on customer satisfaction’.................................................................................................4
1.4 Write a brief entitled ‘Research Project Proposal: An investigation into student satisfaction
with easyJet or Ryanair’..............................................................................................................5
1.5 Provide an appropriate plan and procedures for the agreed research specification...............7
TASK 2............................................................................................................................................8
2.1. Match resources efficiently to the research question or hypothesis.....................................8
2.2 Undertake the proposed research investigation in accordance with the agreed specification
and procedures.............................................................................................................................9
2.3 Record and collate required data. Record the collected data from participants in the form
of a table that shows responses briefly........................................................................................9
TASK 3..........................................................................................................................................12
3.1. Use appropriate ‘research evaluation techniques’..............................................................12
3.2 Interpret and analyse the results in terms of the original research specification.................12
3.3 Make recommendations and justify areas for further consideration customer satisfaction in
easyJet or Ryanair......................................................................................................................22
TASK 4..........................................................................................................................................24
4.1. Use an agreed format and appropriate media to present the outcomes of the research to an
audience at easyJet.....................................................................................................................24
CONCLUSION..............................................................................................................................25
REFERENCES..............................................................................................................................26

Appendix........................................................................................................................................29

LIST OF TABLES
Table 1: Timeframe.........................................................................................................................7
Table 2: Rate as per collecting primary data.................................................................................11
Table 3: record of primary data.....................................................................................................11
Table 4: Formative evaluation.......................................................................................................12
Table 5: Gender wise participation................................................................................................13
Table 6: Age wise respondents......................................................................................................13
Table 7: Nature of travelling..........................................................................................................15
Table 8: Customers of easy jet.......................................................................................................16
Table 9: Travelling purpose...........................................................................................................17
Table 10: Rates with experience of easyjet...................................................................................18
Table 11: Customers of easy jet.....................................................................................................18
Table 12: Travel experience of respondents..................................................................................19
Table 13: Experience with easy jet................................................................................................20
Table 14: Reference to other customers........................................................................................21
Table 15: Questionnaire.................................................................................................................29

LIST OF FIGURES
Figure 1: Questions of Customer satisfaction survey....................................................................10
Figure 2: Gender wise participation of respondents......................................................................13
Figure 3: Participation according to age........................................................................................14
Figure 4: When respondents travel................................................................................................15
Figure 5: Respondents familiar with services................................................................................16
Figure 6: Reasons for travel...........................................................................................................17
Figure 7: Satisfaction of respondents with travel..........................................................................19
Figure 8: Effective services of easyjet...........................................................................................20
Figure 9: Customer satisfaction.....................................................................................................21
Figure 10: Views of respondents...................................................................................................22

INTRODUCTION
Customer Satisfaction is defined as the marketing process in order to fulfill the needs of
customers by delivering the quality products and services (Blut et.al.2015). In this report,
analysis of customer satisfaction will be explained in the research project. The analysis is
conducted in order to gain the competitive advantage in the market as well as for the growth and
development of the organization. The report will present the detailed study of data analysis and
recommendations. Various measures are studied in order to collect the correct data for the
research to maintain the cost levels by increasing the number of customers. The researcher will
follow various sample techniques for the study of population. The researcher also considers the
factors that contribute to the process of research project selection and undertakes the critical view
of customer satisfaction. The report also focuses on research implementation and, planning and
evaluation of the outcomes of research.
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TASK 1
1.1 Formulate and record possible research project outline specifications
Title or topic
The research project focuses on analysing the Customer Satisfaction of easyJet.
Brief Introduction
Customer Satisfaction is one of the most important factors necessary for the development and
growth of any organisation and therefore the topic chosen above will be explained in this
research project. The purpose of discussing this topic is to maintain the competiveness of airline
industry in the market by overcoming the challenges faced by the industries in meeting customer
satisfaction. It also focuses on the role of an employee in delivering efficient customer services
(Hunter and Lambert, 2016). The study will focus on data analysis and recommendations as well
as on objectives and structures of appropriate topics necessary for its growth and development.
Research question or hypothesis
Investigator made various efforts while undergoing the research in order to thoroughly
understand the topic chosen:
 What is the level of customer satisfaction followed by easyJet?
 What is the impact of customer satisfaction in the growth of easyJet?
 How does easyJet communicate in order to maintain customer relation and loyalty?
 What is the role of an employee in meeting the customer satisfaction in easyJet?
Aim and objectives
The most important aim or objective of this research focuses on how the easyJet fulfils the need
of customer satisfaction in order to expand its business.
Objective
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 For the growth and development of an organisation, an easyJet provides detailed
guideline for the implementation and improvisation of customer services.
 Analysis of rise in customer satisfaction respective with airline industry focusing on
easyJet
 Investigating the literature related to customer satisfaction
 Focuses on maintaining the quality of the services in accordance with prices charged by
the customers (Shaw, 2016)
1.2 Identify the factors that contribute to the process of research project selection
The process of research project selection is based on the rationale of the research that includes
library, descriptive as well as experimental research (Sekaran and Bougie, 2016). The research
project will include discussion on literature review as well as detailed research methodology. It
will also focus on introduction that include research rationale in addition with aims and
objectives as well as findings and analysis that supports in accomplishing the research in an easy
way.
The research focuses on approaches in fulfilling the objectives and aims as well as it shows the
analysis of separate customer service department. In order to maintain the long term relation with
the customers, an easyJet motivate it employees (ABUBAKAR and DOGOJI, 2015). Therefore
it is necessary to recruit professionals and organise training sessions on the regular basis.
It is important for an easyJet to maintain relation with the customers including trustworthy
customers, regular customer as well as irregular customers. An easyJet must implement effective
sales strategies by concentrating on the customers. Therefore, it is necessary to attract more and
more customers for the growth and development of its business.
The scope and significance of customer satisfaction in easyJet are as follows:
 The customers are base of any organisation and therefore the customer satisfaction is the
most important factor for the growth of easyJet.
 If the organisation fails to fulfil the needs of the customers, then the growth of the
business suffers a lot.
 Consumer satisfaction is based on consumer comparison between performance and
expectation.
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 Retention of old customers is cost effective for the easyJet.
 Complaint management plays a vital role in the process of customer satisfaction by retain
dissatisfied customers (Ford, e.al. 2015).
 Recurring business helps an easyJet to support revenue submission.
 The increase in customer’s lifetime value will lead to the business expansion.
1.3 Undertake critical review of key references about ‘customer satisfaction’ and ‘influential
factors on customer satisfaction’
The review will include both primary and secondary information from books, journals and web
articles on the customer satisfaction in airline industries. The secondary sources comprises of
peer review that provides an investigator with better understanding. It also focuses on the
importance, scope and challenges in implementing the customer satisfaction.
Customer satisfaction
Satisfaction is defined as the fulfilment of expectation and needs of what is needed or desired
Suki, (2014).
Customer satisfaction is referred to as a marketing term that measures how products and services
are delivered by an organisation in order to meet customer needs Ford et.al.(2015). Customer
satisfaction is important for the sustainable growth in the business.
EasyJet focuses on finding the needs and requirements of the customers. Customer satisfaction
is a complex concept and involves factors such as quality of the product and services are
provided to the customers. According to the study, the researcher analyses the following
 Customer satisfaction includes the quality of products and services
 It includes time issues such as on time delivery
 Attentiveness and helpfulness
 Customer focused culture that enables to treat the customer on priority
 Personalisation maximises the customer retention Wittman and Belobaba, (2017)
 Price sensitivity
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According to Qureshi et.al (2017), Kano Model explains the customer requirements and
customer satisfaction which is proportional to the extent to which the product or service is fully
functional. It explains the satisfaction of basic need, performance needs and excitement needs of
a customer. Kano model also helps in identifying the requirements needed for the satisfaction of
customers. It also proposes the existence or performance of attributes and customers satisfaction.
Therefore, in brief it can be said that if the fulfilment levels are not fulfilled then it relatively
lowers the satisfaction.
Importance of customer satisfaction especially with reference to Airline industry (Low Cost
Carriers-LCC)
According to Lee and Worthington, (2014), the study identifies the services in the low cost
carriers. A low-cost carrier is also known as a no-frills, discount or budget carrier or airlines that
generally don’t provide many traditional passenger services. In this the author focuses on
evaluating the factors that influences the service quality in LCC Rezaei et.a (2014). Customer
Satisfaction has become very important factor in the business growth especially in the airline
industry. Due to the increase in competitive pressures, high levels of services are provided by the
easyJet. It is necessary for an airline to understand the customer needs in order to fulfil the needs
of customers. In order to increase the customer satisfaction and customer loyalty in low cost
carriers, it is necessary to review the service strategies. EasyJet offers the online marketing that
is needed to gain a better understanding of the relationship between satisfaction and behavioural
intention of customers.
1.4 Write a brief entitled ‘Research Project Proposal: An investigation into student satisfaction
with easyJet or Ryanair’.
It research methodology in which the researcher conduct the study of consumer satisfaction
(Sekaran and Bougie, 2016). In this study, efficiency of services as well as the service
environment also influences the customer satisfaction of service quality. An approaches of the
employee resulted is good relation with customer satisfaction on service quality.
Research Type
There are mainly two types of research strategies (Qualitative and Quantitative) that supports in
making the connection between the theory and the research. Qualitative Research is uses
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unstructured or semi structured techniques. The examples of qualitative research include group
discussions, observations and individual interviews. Quantitative research refers to numerical
data that can be transformed into the useful data. Its data collection techniques includes
telephone interviews, longitudinal studies, online surveys, paper surveys, face-to-face interviews,
website interceptors, online polls, and systematic observations.
Study of population and sampling including sample size
A sample is a collection of a data in such a way that it represents the total population. In this
technique, various views and opinions are collected and the best sample is identified. Sample
size enables the results to match with the entire population as well as it supports in understanding
the topic in detail with highlighting the main aspects to be researched. The study focuses on
customer satisfaction of an easyJet. In this study, the researcher has considered 25 respondents
students as sample size in order to retrieve the accurate survey result. The research supports in
understanding the customer satisfaction and its need in context with easyJet.
Data collection approach
The research gives an accurate result if the correct data collection method and instrument is used.
There are mainly two types of data collection i.e. primary data and secondary data. Instruments
used for the collection of data are Questionnaire, Mail, Interview and Telephone, Mobile Phone
and Facsimile. The primary data will be monitored for the improvements in easyJet to develop
the strong theory base in respect of the topic taken.
Primary data: Primary data are directly related to the issue or problem which the researcher
collects through various methods like interviews, surveys, questionnaires etc. The degree of
accurateness is high in primary data as it is original and relevant
Secondary data: This data is not related to the research and therefore it doesn’t gives accurate
results as primary data gives. The secondary data is available in electronic forms.
Data analysis methods
Data analysis is the process of collecting and organising raw data to make analysis and is based
on quantitative and qualitative research strategy. The quantitative data analysis is done on the
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basis of numbers and used for measuring the structures as well as for validating the data
collection. The qualitative data analysis is based on understanding and interpreting the social
interactions. In the current study, the investigator uses quantitative research strategy in collecting
the information from primary source of data collection for easyJet.
Ethical considerations
Ethical consideration is one of the most important parts of the research. In order to conduct
research in a correct way, research should collect all the information as per the ethics of the
analysis. The highest level of objectivity and analysis should be maintained throughout the
research. The use of offensive and unacceptable language must be avoided as well as no
misleading information should be included (Valavanis and Vachtsevanos, 2015).
1.5 Provide an appropriate plan and procedures for the agreed research specification
Table 1: Timeframe
Activities/
Schedule
Week 1 Week 2 Week 3 Week 4 Week 6 Week 6
Development of
Research project
Introduction
Literature
Review
Detailed
Research
methodology
Interpretation of
data analysis
Recommendation
and conclusions
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