A Comprehensive Research Project on Customer Satisfaction in EasyJet

This research project investigates customer satisfaction within the EasyJet airline, a prominent low-cost carrier. The study begins with an outline, specifying the project's aims and objectives, which include identifying factors influencing customer satisfaction and analyzing the impact of low-cost services on EasyJet's performance. The project employs a mixed research approach, combining qualitative and quantitative methods to gather data through questionnaires and analysis of existing literature. The report explores key references on customer satisfaction and influential factors, such as service quality, convenience, and the Kano model. The research methodology includes a structured model, detailing the scope, available resources, and data collection methods. The findings are interpreted to provide actionable recommendations for EasyJet to enhance customer satisfaction. The report concludes with a summary of key points and a list of references, offering a comprehensive analysis of the airline's customer satisfaction landscape.

Research project on customer
satisfaction in airline industry
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Table of Contents
TASK 1............................................................................................................................................3
1.1 Research project outline specification...................................................................................3
1.2 Factors that contribute to the process....................................................................................3
1.3 Key references about ‘customer satisfaction ‘ and ‘influential factors on customer
satisfaction’..................................................................................................................................4
1.4 Research project specification...............................................................................................6
1.5 For the agree research specification an appropriate plan and procedure...............................7
TASK-2............................................................................................................................................8
2.1 Matching of the resources......................................................................................................8
2.2 The proposed research investigation.....................................................................................9
2.3 The required data...................................................................................................................9
TASK-3..........................................................................................................................................11
3.1 Use of research evaluation technique..................................................................................11
3.2 Interpretation of the results..................................................................................................12
3.3 Recommendations................................................................................................................22
TASK – 4 : POSTER.....................................................................................................................22
Recommendation...........................................................................................................................22
CONCLUSION..............................................................................................................................23
REFRENCES.................................................................................................................................24
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TASK 1
1.1 Research project outline specification
Title- “Customer-satisfaction in the airline industry – A case study of Easy jet”
Introduction and background- At both domestic and international level Easy jet operates. It is a
British low-cost airlines (Koklic,Kukar-Kinney and Vegelj, 2017). With a low-cost flight this
airline provides the customers. The opportunity to the low cost group to travel internally is given
by this airline. The industry is still facing problems related to customer satisfaction in spite of the
rendering low-cost service. This research project is being done in order find out the issues that is
related to customer satisfaction in spite of providing low-cost service. The satisfaction among
customers will be there if the products and services will be provided as per their requirements
and expectations. To the success of any business the customers are key elements. To the business
the customer satisfaction is essential as through the opportunity to the market and owner of the
businesses is given in order to expand their business in the long run. The problems can be faced
with the low-cost as it might be possible that level of services that is given by this airline is not
effective. They might be able to attract more number of customers but here might be fall in the
repetition of the customers.
Aim- “To study the issues which is faced by easy jet airways in order to generate satisfaction
among customers”
Objective
 To identify the factors which can lead to more customer satisfaction
 To analyse the impact of low-cost over the performance of Easy jet
 To provide recommendation for this airline to generate satisfaction among custoemrs
 To draw an effective result of the research that is conducted
1.2 Factors that contribute to the process
There are various factors that can add to the process of selection of research on customer
satisfaction. They are as follows-:
 In order to fulfil the requirements of the customers the product need to be developed
 Any query or complain of the customers need to be handled effectively
 To meet out the need of customer the existing product is required to be changed
 In the current functioning of the business the problem need to be identified
 To conduct the business efficiently(Migacz, Zou and Petrick, 2018) .
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 The response of the customer on the product
In this research the structured model is used.
Interest- I was interested in this topic as this topic is in current trend and also the various factors
way can be found out with the help of this topic to generate customer-satisfaction among
customers.
Research scope and it's importance- As it performs over the level of customer satisfaction so the
scope of this research is wide enough. The Easy jet is offering low-cost services to their
respective customers and for his purpose they are making use of different methods such as
smaller and secondary airports in order to serve their customers. It is essential to find out
whether this airline is rending adequate serves to its customers against the low cost or not. It's
importance is that in order to complete this research the necessary information will be provided.
Available resources – In the adequate quantity the required resources are available that aid in
conducting this research. With the help of questionnaire that will be filled by the customers the
information will be collected. The time will be saved from this as in the effective way it will be
analysed and to perform this not much finance will be required.
Primary data– In context to the customer satisfaction there are effective amounts of study
material that is available which can help in processing the research study in the effective way.
The research study is processed with the use of daata gathered in the primary data collection in
the adequate manner as through this will help in getting the answers for the research questions
and objectives
Feedback – In order to get an adequate set of information and knowledge from various sources
feedback is an effective form. To collect the set of information about the services given by this
airline this can considered as an effective tool.
Knowledge and expertise knowledge -This will be useful to find gain more insight on the
research topic and will develop interest in it.
1.3 Key references about ‘customer satisfaction ‘ and ‘influential factors on customer
satisfaction’
As per Yoon and You, (2016), now-a days airline industry is the most competitive
industry. The customer-satisfaction becomes a vital need in this industry as this is the only factor
that will aid them in getting revenues and market share. The customers will be satisfied with this
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industry if all the expectation and requirements regarding the product or services that are being
fulfilled.
In order to gain insight way of understanding the requirements of the customers the Kano model
is useful. This model will help the airline industry to think about how the products and services
can be related to the needs of the customer. The three types of attributes to the products and
services is being planned by this model
Threshold attribute – The basic features that the customers expect from a product or service to
have. For an example when the customer book the airline ticket, the customers have some
expectation regarding the product and services which is offered by this airline.
Performance attributes- These are not necessary but with these elements the enjoyment of the
customers regarding product or service will be more.
Exciting attributes – The products competitive edge will be boost up with this element. The
customers are not aware about these product features but they are delighted when they find them.
For an instance the customers can be given some special biscuit during their travel. This will
develop a level of satisfaction among the customers that are travelling.
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By using the concept of the satisfaction of customers the company can satisfy the needs of
the existing customers through their existing services. In order to recognize the needs of the
customers many companies conduct survey and in its current level of the activity the appropriate
change is done to satisfy those needs. In the long run customer satisfaction helps the
development of business (Customer satisfaction in airline industry , 2017). The quality of the
services is one of the factors that affect the customers. It is also being provided by the easy jet to
its customers and in relation to the price paid for the produces the value of the service. On time
all the services need to be provided to the customers. On the convenience the organization should
focus that is being received by the customers while making use of the service of the company.
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Illustration 1: Kano Model Analysis
(Source:Kano Model Analysis , 2017.)

For the purpose of the customer dissatisfaction the various factors need to be reviewed. They are
as follows-:
Easy of conducting survey – In conducting the survey there will no complexity that will be faced
by the student as the availability of the student for conducting the survey is easy. If the
complexity activity is involved in the research then it would be hard to conduct business and the
needs will not be fulfilled from the benefit arrived from it (Saleem and Raja, 2014).
Scope- Within the research is to be done the management should decide the scope .The customer
base of the airline industry easy jet is very large and a huge cost and complexity will be there in
order to conduct research on the entire customers. For the purpose of conducting the survey the
student is being selected by the management and on the basis of it decision will be made. After
considering that whether it would help in attaining the desired results the scope would be
decided.
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Time -After considering the time that is required for the research must be done. While making
use of the services of the easy jet the research involves asking the students the problem that is
faced by them. Within the time that is being allocated for the project the survey need to be done,
Risk factor – In conducting a research program here is a lot of risk. It will affect the total
performance of the business if the outcomes of the research are not positive. To the company it
will cause a huge failure of resources if the data collection methods that are used for conducting
the survey are not proper (Yoon and You, 2016).
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Cost benefit analysis – The cost is involved in almost all the research. In order to ascertain the
cost that is involved with the project the management should do the cost benefit analyse.
1.4 Research project specification
In order to examine the factors that are causing the dissatisfaction of customer of the easy
jet airways the research is being conducted. With the students this research is being conducted to
get the viewpoint of the customers on the problem which is face by them when they travel with
easy jet airways. The factors that causes the dissatisfaction among the customers is included in
the research plan. With the service of the company the reason why the customer feel dissatisfied
will be analysed. The measures will also be developed in order to achieve the customer
satisfaction. The measures need to be implemented by the company and analyse the performance
of those measures. These following things are mainly included in the research plan.
Research methodology – The methodology to gather data and research at the conclusion is
included in this (Swaminathan and Thomaz, 2014). In order to gather the data the method that is
used by the managements is included in the research methodology and also while conducting the
research the sampling or other technique used is also included .In this research the approach that
is used to conduct the research is a mixed approach as both qualitative and quantitative approach
is used in order to conduct the research.
Research design – While conducting the research for easy jet airways a set of instruction that
needs to be followed is included in the research design. The method used for gathering the data
is included in the information that is given by the research design and also the assumption that is
followed while conducting the research is also included in it (Ong, Nguyen and Syed Alwi,
2017).
Research strategy – The way the research is going to be conducted is shown in the business
strategy. By determining the research first the research is conducted and by the data collection
and data anlayzation by using various tools the objective is being reached. The tables, graphs,
charts etc are tools which is used to analyse the data.
Research choice – As per the requirement of the project the choice of methods that is used for
conducting research is included in the research choice. The mixed approach that consists of both
qualitative and quantitative research is used for this research.
Data collection – From both the primary and secondary source the data can be gathered for the
purpose of conducting the research. For conducting the research the primary sources are the
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sources in which the fresh data is gathered. For the purpose of gathering data the interview,
questionnaires and conducting survey are some sources of primary data collection. From the
existing sources such as articles journals and internet the secondary sources' data can be gathered
for the purpose of conducting research. For the purpose of conducting research in customer
satisfaction the primary sources of data such as questioners and interview will help in the
collection of data set of information which can recognize the problem that is faced by the
customer while making use of the service of the company will be included in the survey. In order
to analyze the factors that affect business of airlines the secondary data such as books, journals
and articles can be used for the purpose.
Data sampling – When the quantity of data is very high then the method of sampling is used. In
order to represent the complete data the sample need to be selected. The while population need to
be presented by the sample which is chosen. In order to draw a valid conclusion over it the
sample need to be analysed.
Ethical consideration – From the password the data that is gathered for the purpose of the survey
need to be protected in order to increase the security (Khan and Khan, 2014).
Finding and recommendation - From the analyzation of data the result need to be found
which is a final step and the conclusion that can be drawn from the research(Mohamad and
Azam, 2017).
1.5 For the agree research specification an appropriate plan and procedure
Action Date of start Duration Finish date Explanation
Project planning 1st November
2018
30 days 1st December
2019
During this period
the plan to
conduct the
research is made.
Gathering of data 1st December
2019
20 days 21st December
2018
The data is
gathered from
both primary and
secondary source
for the purpose of
conducting the
research.
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Evaluation of
data
21st December
2018
40 days 11th January 2019 During this period
the collected data
is analysed
Recommendation 11th January 2019 30 days 11th February
2019
During this period
the final result of
this research is
found and at the
end of the
research the
recommendation
is provided.
TASK-2
2.1 Matching of the resources
Research questions
 What are the recommendation that can be given to generate more customer-satisfaction
 What is the impact on the quality of services due to low cost of easy jet airlines?
 Is low cost is sufficient to increase the customer satisfaction?
 What are the factors that lead to satisfaction among customers?
The various resource such as book, Internet, journal article, time, money, respondent etc
are being used in order to carry out proper and effective research. The human, financial resources
etc are being used for this research. The human resources was used in order to gather data from
respondents. The financial resources was also being used in order pay salary to the researcher.
Also, the recorded data was gathered with the help of scholar software and the various sources
such as internet, books etc were also used.
In order to conduct this research the data can be collected from both primary and
secondary sources. Through the questionnaires, Interview, article and journals etc the data can be
collected.
Null hypothesis- While booking the tickets the customer think that easy jet airways ticket is
always not available (Hussain, Al Nasser and Hussain, 2015).The company is not able to provide
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the service as per the price paid by the customer. The increase in the number of customers is no
handled effectively by the company. In order to meet the demands of the customer the current
capacity of the company is not enough. The customer queries is not handled properly by the
staff.
Hypothesis and assumption – Among the customers the question for studying and analyze the
factors that causes dissatisfaction can be as follows-:
 By the company the additional facility that the customer want to be added by the company
to the existing product is not provided.
 With the availability of the ticket the problem is faced by the customer
 The queries of the customers is not handled by the staff
 The behaviour of the staff is not good
All the factors that are affecting the customer need to be included by the researcher and in
order to handle needs of the customers the appropriate measures need to be taken. In the airline
industry the most important factors are service, price and quality so it is managed effectively by
the company in order to achieve customer satisfaction. For the company these questions will help
in managing the quality of the service effectively.
2.2 The proposed research investigation
Questionnaires
1. Gender
 Male
 Female
2. Age
 16-21
 21-25
3.The number of time you travel in a year?
 1 time
 2 times
 3 times
 More than 3 times
4.Do agree that there is problem with the availability of the tickets
 Strongly agree
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