Analysis of EasyJet's Service Quality and Strategies for Improvement

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Managing Quality in Hospitality, Tourism Events
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Executive Summary
The report has provided a detailed comprehension of the issues that are faced by easyJet
from the poor reviews that are provided by the customers in websites such as Tripadvisor and
Trustpilot. The report has analysed the problem based on the various dimensions of quality
including reliability, assurance, responsiveness as well as empathy. In addition to this, the
report will be covering the capabilities as well as competencies of easyJet that allows the
organisation gain a significant competitive advantage and increase their customer satisfaction
and profit margins to the further to uprising levels. Furthermore, the report also has provided
the benchmarking technique that shall allow easyJet to enhance the quality of services and
analyse the strengths as well as weakness of the organisation compared to their competitors.
Based on the analysis, some favourable recommendations have been provided that shall help
easyJet to augment the quality of the services and increase customer satisfaction.
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Table of Contents
Introduction................................................................................................................................4
Issues faced by easyJet...............................................................................................................5
Capabilities and competencies...................................................................................................8
Benchmarking technique..........................................................................................................10
Conclusion................................................................................................................................14
Recommendation......................................................................................................................14
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Introduction
It is obligatory for the industries in the present generation to deliver services of an excellent
quality. The aviation industries also aim at providing services that can increase the customers
satisfaction and generate revenue. The report will be revolving around the growth as well as
development of the easyJet (Easyjet.com, 2019). The report will be depicting the challenges
and issues that are faced by the organisation. The capabilities along with the competencies of
the easyJet are outlined in details by which they can improve the quality of the services. In
addition to this, the report has also portrayed the benchmarking technique in order to deliver
consistent and effective quality management of the easyJet. Based on the report, favourable
recommendations have been provided that can significantly enhance the quality of the
products as well as services that are offered by the organisation.
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Issues faced by easyJet
In the modern generation, there are several aviation industries that deliver suitable services to
their customers. This helps them to enhance their respective revenue as well as the
satisfaction levels of the customers. The easyJet is an airline industry is a British low cost
airline that is headquartered in London. The company has more than 12,000 employees
working for the betterment of the organisation. The operating income of the company £592
million whereas the organisation has revenue of £5898 million. The low cost airlines are
highly preferred by the common people as they are used for business trips, and casual
travelling. The corporate travel market are targeted by the low cost airlines and easyJet has
been successful in providing the customer services improvement much earlier in the year of
2010 (Thomas, 2019). This allowed the organisation to wipe out their competitor Ryanair.
However, the easyJet has been facing a crisis from the customers regarding the services that
are provided to the customer on behalf of the organisation.
The management of the organisation was receiving several complaints regarding the service
quality. Several customers have also complained to the Trustpilot as well as Tripadvisor
regarding the poor customer services that are provided by easyJet (Urbano and F., 2017). The
poor services of the customers have severe impact on the growth as well as development of
the organisation as it affects the overall reputation of the organisation highly. The reviews
provided by the customer considered the company as the worst in the world and added that
not to book any flights from easyJet. Therefore, the management of the organisation as
suffering from high rates of crisis as the overall rating was degrading at a high rate.
The poor feedbacks from the customers resulted into the company to be on the last position in
the lists of low cost airline companies in UK based carrier. Therefore, the organisation was
suffering from a crisis that marked a barrier to the successful and sustainable growth of the
organisation. The poor feedbacks provided by the customer were open to all and henceforth,
the positive views of the customers about easyJet were fading away. This can have severe
consequences in the overall revenue, as the customer satisfaction is directly proportional to
the overall sales of the organisation (Milkiewicz and O., 2015).
According to the reviews of the customers in the Tripadvisor, the customers faced several
issues. As per the customers, the flights and the staffs maintained ethical behaviour however,
the services that were provided dissatisfied the customers. Some of the customers faced
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problems with their luggage. In addition, the customer also faced issues during the flights as
some of the alcoholic beverages were absent that caused in dissatisfaction of the customers. It
is mandatory for the staffs of the aviation industries to ensure that the food stocks are
available to avail the customers with a diverse variety of food services (Tripadvisor.in, 2019).
Moreover, several customers have to break the journey to reach their destination. The journey
may include transatlantic flights as well. Therefore, it is quite natural that the customer can be
weary and hungry. Therefore, the keeping the customers comfortable and getting them rid of
their luggage and avail them with their needs as well as requirements. The satisfaction levels
of the customer can get hindered due the unavailability of seats and comfort the customers
with all their demands (Sánchez et al., 2017).
The following depicts the customer services quality of the easyJet with the dimensions of the
service quality:
 Reliability: The low cost airlines provides economical flights however, there are several
services available for the customers. According to the customers, the easyJet provides the
economical flights suitably with an appropriate assistance of the staffs. However, the
services that were assured by the company including availability of alcoholic beverages
and efficient luggage carriers and delayed flights were not part of the services that
allowed in the downfall of customer satisfaction.
 Responsiveness: This is referred to the response of the staffs in mitigating the issues and
offering the needs as well as requirements of the customers. As per the reviews on the
Trustpilot, the rude behaviour of the cabin crew that pushes the customers into an
argument and provoke results in the downfall of customer satisfaction levels. Moreover,
the Bistro Voucher are not provided to the customers that has already made a payments
for the services of the Bistro Voucher (Fedosova and A., 2016). Furthermore, the
uncertain behaviour of the organisation in cancelling the flights has also resulted in a
downfall of the customer satisfaction levels.
 Assurance: This is referred to the knowledge and ethical behaviour of the employees that
provides the trust as well as confidence to the customers. According to the reviews
provided by the customers in Trustpilot and Tripadvisor, the employees of easyJet
provide uncertain services to the customers. The booking and sudden delay of the flights
results in a poor assurance of the employees. Furthermore, the unavailability of the
services that were ought to be provided to the customers during the flights, downgrades
the assurance of the organisation to the further extent (Akamavi et al., 2015).
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 Empathy: This is referred to the firm support and individual attention that is provided to
the customers by the employees of the organisation. As per the reviews of the customers
on Trustpilot and Tripadvisor, the customers were not provided with enough empathy.
There are several unfavourable situations that were faced by the customers including poor
luggage checkout systems, unavailability of services that were ought to be provided by
the organisation.
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Capabilities and competencies
EasyJet offers a diverse variety of services to their customer in order to avail them with their
needs as well as requirements. The management of easyJet has a flexible management that
can mould their strategies in accordance with the changing preferences of the customers.
Despite of the poor reviews of the low cost airline, the organisation earns huge revenue. The
entire business of the easyJet is growing and is developing rapidly to several parts of the
globe. The reviews on the Trustpilot and Tripadvisor not only include the negative reviews
but also contain several positive reviews (Campaignlive.co.uk, 2019). According to
telegraph, the management of easyJet have stated to have a string start in the year of 2018.
The planes can carry more amounts of passengers and in addition, the increased revenue per
seat allows the organisation to take the profit margins per flight to the further extent. This
also allows the organisation to increase their competitive advantage in the highly competitive
market (Pels et al., 2017).
Being one of the oldest low cost airlines easyJet has a firm grip over the market and a
massive customer base. This also allows the organisation to dominate over the various low
cost airlines in the market. The following depicts the competencies and capabilities of easyJet
in details:
High Load factor: A higher load factors of the company serves as significant benefit in
managing both the ancillary as well as total revenue of the organisation since the high load
factor and the ancillary revenue is directly proportional to each other. This allows the
organisation to gain a significant competitive advantage as every single flight can carry more
number of passengers that hits the overall sales positively.
Increased revenue per seat: The high load factor has increased the revenue per set up to
6.4% to £61.94. This increases the competitive advantage of the organisation to the further
extent and allows the organisation to increase the profit margins as well (JIANG, 2019).
Higher experience in the market: The easyJet has been delivering low cost airline services
to the customers since 1995 and therefore, the organisation has a higher chance of attracting
customers. This allows the management of the organisation to comprehend the changing
needs of the customers. There are several other low cost airlines based in UK that provides
cheap flight services to the customers such as Ryanair. The increased load factor of easyJet
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has significant effect on the revenue of the organisation however the customer satisfaction
levels decreases.
Cost and efficiency programme: The leveraging growth, up-gauging of the fleet as well as
scale benefits are included in the cost efficient programs that allowed the easyJet to save upto
£107 million.
Strategic framework: The unique strategic framework of the organisation allows them to
deploy initiatives in the already strong foundation of the easyJet. The refreshed framework of
the easyJet has allowed the organisation to boost up their sales. As a result, the sales rose
more than 14% to £ 1.14 billion. The increased load factor has also allowed the organisation
to increase the revenue significantly (Tripadvisor.in, 2019).
In order to deliver suitable services to the customers, the easyJet has to focus on delivering
quality services to the customers that shall allows the organisation to receive suitable benefits
on the grounds of reputation. Despite of the fact that there are several direct impacts of the
competencies that easyJet has applied for the betterment of the organisation, the customer
satisfaction levels can get hindered due to intent of the organisation on earning profit in the
revenue.
The high load factor involves of tight seating arrangements so that a single plane can carry
more number of passengers. This has significant impact on the satisfaction levels of the
customer as the comfort zone of the customers is getting hindered. The customers expect the
availability of a diverse variety of services. The development of the organisation depends on
the customer satisfaction levels and therefore, the organisation aims at providing excellent
services to the customers. The fewer availability of the seats in the flights of easyJet signifies
the competencies of the organisation and the high demand of the organisation in the market.
However, other low cost airlines can analyse the market and apply the same strategies as well
as frameworks for the benefit of their respective organisation. Therefore, it is extremely
essential for the organisation to have a detailed analysis of the impacts of the alterations that
are made by the management of the organisation delivering the services to the customers.
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Benchmarking technique
In order to mitigate the issues faced by the customers and enhance the quality of the services
that are provided by the organisation, the management of easyJet has to ensure that the
organisation applies the benchmarking technique (Min et al., 2015). The benchmarking
technique shall allow the management of the organisation to take suitable initiatives and
deliver yardstick services to the customers. The following steps depict the benchmarking
technique to enhance the quality of the operations of the easyJet:
Figure 1: Benchmarking Procedures
(Source: Created by the learner)
What to benchmark
The quality of the services that are offered by easyJet to the customers including the
responsiveness, ethical behaviour of the cabin crew, assurance of the company and the
reliability of the services that are provided to the customers.
Comprehending the present performance
Despite of the poor reviews provided by the customers on several websites such as
Tripadvisor and Trustpilot, easyJet is earning a huge amount of revenue by implementing the
cost efficient programmes and increasing the load factor of the airplanes has allowed them to
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increase the revenue per seat (Singh, 2016). However, the higher load factor involves tighter
arrangements of seats for the passengers that can decrease the customer satisfaction. But
being a low cost airline, the easyJet provides economical flights and therefore, the
expectations of the customers are not very high.
Plan
The management of the organisation has to deliver the following in order to increase the
quality of the services:
 Bonuses to the staffs: This shall work as a motivation of the employees, which us
extremely essential for the development of the organisation. The services that are offered
by the cabin crew depends on the mindsets of the employees and the absence of the
ethical behaviour shall be replenished by offering bonus schemes based on the
performance. The increased job satisfaction of the employees shall affect the quality of
the services positively (Aguenza et al., 2018).
 Recorded performance: The management of easyJet has to record the performance of
the employees in order to analyse the performance gap of the employees. The
management has to take suitable initiatives for the employees to ensure the maintenance
of ethical conduct during the flights and replenish the demands of the customers.
 Availability of supplies: In the economical flights, the passengers require the food and
beverage services. The staffs of easyJet have to ensure before every flight that the
supplies are stocked in abundant to avail the customers with their needs as well as
requirements.
Study others
Airline
industry
Total revenue Operating income Destinations Fleet
size
easyJet £ 5,898 million
according to 2018
£ 592 million according
to 2018
 London
 Manchester
 Berline
 Barcelona
 Lisbon
 Liverpool
320
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 Bristol
 Paris
 Venice
Ryanair £ 7.151 billion
according to 2018
£ 1.667 billion
according to 2018
 Birmingha
m
 Bristol
 Budapest
 Naples
 London
 Amsterdam
 Lyon
 Porto
439
Norwegian Air
Shuttle
£ 25.95 billion
according to 2016
£ 1.82 billion according
to 2016
 Alicante
 Bergen
 Gothenburg
 Madrid
 Los Angeles
 Malaga
 Trondheim
 New York
164
Wizz Air £ 1,948 million
according to 2018
£ 291.8 million
according to 2018
 Budapest
 Craiova
 Bucharest
 Lasi
 Riga
 Sofia
 Varna
109
Table 1: Low cost airlines details
(Source: Created by the learner)
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