EasyJet Airline's Service Quality Report: A Case Study

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MANAGING QUALITY IN HOSPITALITY AND TOURISM
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MANAGING QUALITY IN HOSPITALITY AND TOURISM
Executive summary
The study mainly explained in detail the issues regarding reliability, responsiveness and the
overall customer service of EasyJet airline in an effective and efficient manner. Moreover,
critical analysis is done on the existing financial and human resource so that improvement may
be done. The benchmarking strategy has been implemented for total quality management and
effective recommendation has been given to enhance the total quality management of EasyJet.
The total quality management is required to resolve the issues of EasyJet so that there may
holistic improvement in the total service quality of the organisation.
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Table of Contents
Introduction......................................................................................................................................4
Issues regarding the current business operations of EasyJet...........................................................4
Analysis of the existing components to improve financial qualities and efficiency of human
resource............................................................................................................................................6
Impact of using the benchmarking technique in the business operation of EasyJet........................8
Recommendation for Total Quality Management.........................................................................11
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
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Introduction
In this world of globalisation one of the competitions of the airlines company in becoming fierce
in an efficient manner. The companies are enhancing the service quality and lowering their price
to establish a perfect competitive edge over the rival companies in an efficient manner. EasyJet is
one of the cheapest flight available in the UK market. The company has opened flights for Berlin
in recent time as well. However, in recent time according to consumer reviews, the company is
facing a problem with the service and management. According to the consumer reviews the total
quality management of the EasyJet needs to improve(Dale et al.,2013). However, according to
the corporate report, the company is making a profit but if the total quality management is
implemented the profit margin of the company will become phenomenal. This study is mainly
focused on the identification of the different issue regarding consumer service of the EasyJet
related reliability responsiveness, service assurance, and empathy. Moreover, a critical analysis
of the existing human resource and the financial capabilities of the EasyJet will be done in the
study. Based on the existing resource scope of improvement will be identified. The
benchmarking system will be used to analyse and upgrade the total service management of
EasyJet. Furthermore, a recommendation will be provided for the total quality management of
the service.
Issues regarding the current business operations of EasyJet
According to the consumer reviews in the trip advisor, it is seen that the collaboration among the
ground staff and the flight staff is one of the major issues faced by the EasyJet organisation. It is
seen that baggage tracking is one of the major problems of the EasyJet company and it takes a lot
of time for the ground staff to check baggage and passport thus wasting valuable time of the
consumers (Corporate.easyjet.com. 2018). Also, the company policy is to charge extra for a little
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overweight luggage that is creating an adverse impact on the minds of the consumers. The
passport checking system of the organisation is problematic as it required a lot of time to check
out from the airport due to the lack of efficient human resource and coordination.
Moreover, according to the consumer review, it has been stated that the customer information
system is problematic as well. Sometimes the consumers are not informed about the changing in
the flights schedule due to that the consumers had to face real difficulty the lack of
responsiveness is present that creates a major service issue for the organisation (Metro.co.uk.
2018). According to the consumer review, there is a problem with the assurance of a ticket with
the E-ticketing system of the organisation. One case reviles that the consumers have booked the
tickets and there was a problem in the E-ticketing server and no information was given to and the
money was charged form the consumer account. In the flight date when the individual arrived at
the airport there was no seat for him in the flight. This is one of the main issues of the EasyJet
company regarding prompt response and quality assurance is lacking in the management of the
organisation.
Another issue regarding the policy of the EasyJet is that they need to focus on increasing long-
distance flight to get the empathy of the passengers. In case of cancellation of flight, the
company has been unable to give alternative flights to the consumers in a rapid manner. This is
one of the issues for which the consumers have faced huge trouble (Tripadvisor.co.uk. 2018).
Another major problem is the onboard management in the flight. There are negative reviews
about the ground staff of the organisation being rude to the consumers. Moreover, there is a case
of lost baggage’s due to the lack of coordination between the ground and the flight staffs this
kind of issues occurs.
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Furthermore, another major problem is the uncomfortable seats those need to be changed for
long flights. The need for large leg rest are there in long-distance flight that creates a problem for
the consumers. According to the trip advisor, the entertainment package in the flight should be
enhanced as the video system in the flight does not work in a proper manner (Trustpilot. 2018).
The focus should be given more on ground staff of the organisation rather than the flight staffs as
a review of ground staff is poor.
Analysis of the existing components to improve financial qualities and efficiency of human
resource
The existing right competencies and resources that EasyJet has are:
 Strong Financial Backing: EasyJet has strong financial backing with a total capital of 5
billion, which has helped them in their ventures and business operations. Moreover, sales
of EasyJet rose to 14% which helped contribute to their revenue generation in 2018 as
well as the company enjoyed growth in terms of load factors which was 92.1%.
Furthermore, due to the growth of the customers from 3 million to 36.8 million, the
company was able to have an increased revenue generation as well as profitability
(Corporate.easyjet.com. 2018). As opined by (Maroofi, Ardalan, and Tabarzadi, 2017),
due to strong financial backing, support, and performance, the company has room to
make various improvements. One of the biggest improvements is that the company would
be effectively able to make changes within their quality services and catering. Another
big improvement that the strong financial backing, support, and performance of the
company could provide is that EasyJet would be able to renovate their services and would
be able to cater to the needs and requirements successfully.
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 Strong Brand Image: For any organisation, a strong brand image is a core competency
that helps to not only create customer loyalty and support, but it also used for attracting
customers, which makes the customer base to grow. For EasyJet, the brand image plays
an integral and crucial role in creating customer loyalty and support as well as attracting
customers. EasyJet is the 8th largest airlines company globally as well as being the 2nd
largest in all of the UK and is one of the largest airlines in all of Europe (Trustpilot.
2018). As a result of having a strong brand image, EasyJet has room to make various
improvements within their system. As opined by Hemsley-Brown et al., (2016), one of
the biggest improvements is that the company would be effectively able to market their
services and goods to the customers, which would help to attract them. While at the same
time, the company could easily enhance the quality of their services, which would be
helpful in rebuilding the overall quality of the company.
 Effective Internal System: The internal system of EasyJet is one of the most
sophisticated and well-coordinated organisational systems. The employees have excellent
communication with each other, which allows them to stay coordinated with each other’s
work and comply with the rules, policies, and regulations effectively. Due to the internal
system of EasyJet, the company is able to effectively generate high revenues through
their efficiency and work practices (Morlotti et al., 2017). Due to the effective internal
system of EasyJet, the company can heavily improve its overall quality. As pointed out
by Morlotti et al., (2017), having an efficient and coordinated internal system can be used
to bring organisational changes without any issues or problems. EasyJet can use their
efficient and coordinated internal system to implement successful organisational changes
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so that their flaws and issues can be mitigated as well as their service qualities can be
improved.
Impact of using the benchmarking technique in the business operation of EasyJet
Benchmarking system is the technique, which is used to compare two or more organisation’s
performances and analyse their key competencies and capabilities to evaluate the gap that exists
between them. The advantage of benchmarking is that it helps to draw a clear and concise report
on the comparison between the key competencies and capabilities of the two or more
organisations (Bialek et al., 2016). However, the disadvantage of benchmarking is that the
technique is unable to assess the circumstances for which the competencies and capabilities are
currently in (Sridhar, Mantrala, and Naik, 2016). In the context of this study, for EasyJet, the
rival company selected is British Airways due to the fact that while EasyJet is the second largest
airlines company of the UK, British Airways is the largest airlines company of the UK. As such,
the Benchmarking analysis of both EasyJet and British Airways are:
EasyJet British Airways
Quality and Features of
the Products
While the products of EasyJet are of
high quality, however, the
uncomfortable seats need to be
changed for long flights. The need
for large leg rest are there in long-
distance flight and these
uncomfortable seats create a
problem for the consumers.
Moreover, according to the trip
Compared to EasyJet, the products
of the company are of high quality
with the seats being of high quality
and having a luxurious and
relaxing feeling to them.
Moreover, the flights have large
leg rests in their seats in addition
which is beneficial for long
distance flights. Furthermore, the
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advisor, the entertainment package
in the flight should be enhanced, as
the video system in the flight does
not work in a proper manner
(Tripadvisor.co.uk. 2018).
entertainment packages in the
flights are of high quality, which
makes trips enjoyable
(Tripadvisor.co.uk. 2018).
Quality of the Services While the services of EasyJet are of
high quality, however, the customer
information system is problematic.
Often, the consumers are not
informed about the changing in the
flights schedule due to that the
consumers had to face real
difficulty. One case reviles that the
consumers have booked the tickets,
there was a problem in the E-
ticketing server, no information was
given to, and the money was
charged form the consumer account
(Tripadvisor.co.uk. 2018).
Moreover, prompt response and
quality assurance are lacking in the
management of the organisation.
Compared to EasyJet, not only are
the quality of the services of
British Airways high, but they
make no error to make their
customers dissatisfied. The
consumers are informed about the
changing in the flights schedule
and the system makes sure that the
E-ticketing server has no issues.
Moreover, on the cancellation of
the tickets, the money is refunded
to the consumers. Furthermore,
prompt response and quality
assurance are abundant in the
management of the organisation
and as such, it helps to maintain
the customer satisfaction level.
The efficiency of the The collaboration among the ground Compared to EasyJet, the
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Operational Processes staff and the flight staff is one of the
major issues faced by the EasyJet
organisation. It is seen that baggage
tracking is one of the major
problems of the EasyJet company
and it takes a lot of time for the
ground staff to check baggage and
passport thus wasting valuable time
of the consumers. This not only
impacts the satisfaction of the
customers, but it also affects the
business operations of EasyJet
thereby making them incur a loss.
efficiency of the operational
processes is high which not only
helps them in their business
operations, but it also helps them
in revenue generation and
profitability. The collaboration
among the ground staff and the
flight staff is excellent which
makes the business processes more
efficient.
Financial and
Operational
Performances Measures
In terms of financial and operational
performances measures, EasyJet has
strong financial support where the
sales of EasyJet rose to 14%, which
helped contribute to their revenue
generation in 2018, as well as the
company enjoyed growth in terms of
load factors which was 92.1%.
Furthermore, due to the growth of
the customers from 3 million to 36.8
Compared to EasyJet, British
Airways is still ahead as the
company’s revenue generation was
boosted by 17% in 2018 thereby
strengthening their spot as the
largest airlines company in all of
the UK (Trustpilot. 2018).
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million, the company was able to
have an increased revenue
generation as well as profitability
(Corporate.easyjet.com. 2018).
Table 1: Benchmarking of EasyJet and British Airways
(Source: Created by the Learner)
From the benchmarking analysis, it has been found that in terms of all the competencies, British
Airways is still ahead of EasyJet, which is due to the issues in their competencies. In terms of
reliability, responsiveness, assurance, and empathy within the service quality, British Airways is
ahead of EasyJet. As such, the EasyJet would need to improve their competencies in order to
enhance their overall service qualities.
Recommendation for Total Quality Management
Total Quality Management is a process through which an organisation is able to manage and
improve the quality of their services (Jayaraman, 2017). For EasyJet, the use of PDCA cycle
would be helpful in improving their quality.
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Figure 1: PDCA Cycle
(Source: Jayaraman, 2017)
The PDCA cycle recommendations for EasyJet are:
 Plan: EasyJet should identify the root causes of their issues and problems within the
system regarding poor quality. As such, the company can use TQM tools such as Pareto
analysis, histogram, fishbone diagram, and many more to identify the root causes and
develop a plan.
 Do: EasyJet should then implement the plan within their systems in an effective manner.
 Act: EasyJet should then evaluate the changes within the systems that have been brought
forth and try to improve their plan.
 Check: EasyJet should finally evaluate the end results and if any issues were to be found,
the plan would be re-evaluated and implemented with the cycle going on until the system
is free from issues.
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