Research Project: Factors Influencing Ryanair Customer Satisfaction

This research project aims to identify the key factors influencing customer satisfaction within the airline industry, with a specific focus on Ryanair. The study begins with an introduction and literature review, outlining the aim, objectives, and factors contributing to the research selection. It critically reviews references related to customer satisfaction and influential elements, providing a project specification tailored to Ryanair. The research methodology involves resource matching, questionnaire design, and data collection to assess consumer perceptions. The project further employs research evaluation techniques to interpret and analyze the collected data, culminating in recommendations for Ryanair to enhance customer satisfaction. A concluding poster summarizes the project's findings and recommendations, emphasizing the importance of customer satisfaction in driving business growth and success within the competitive airline sector.

REASERACH PROJECT
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Table of Contents
INTRODUCTION ...............................................................................................................................3
TASK 1.................................................................................................................................................3
1.1 Aim, objectives and literature review .......................................................................................3
1.2 Factors that contributed for selection of research study ...........................................................4
1.3 Critical review of key references about customer satisfaction and influential factors on
customer satisfaction .......................................................................................................................4
1.4 Research project specification with Ryanair .............................................................................7
1.5 Planning for carrying out research study...................................................................................8
TASK 2 ................................................................................................................................................9
2.1 Matching of resources ...............................................................................................................9
2.2 Questionnaire...........................................................................................................................10
2.3 Collection of data ....................................................................................................................12
TASK 3 ..............................................................................................................................................14
3.1 Research evaluation technique ................................................................................................14
3.2 Interpretation and analysing of result .....................................................................................15
3.3 Recommendations ...................................................................................................................18
TASK 4 poster ...................................................................................................................................19
TASK 4 HAS BEEN COMPLETED IN POSTERS .....................................................................19
CONCLUSION .................................................................................................................................19
REFERENCES...................................................................................................................................20
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Topic :- Identification of influential factors that aid in
making satisfaction level of consumers.
INTRODUCTION
Customers are most significant stakeholders that supports for rendering financial revenues to
enterprise by purchasing products and services that are offered by the entity. It is critical that needs
of buyers should be properly identified and on the basis of that goods and other services should be
developed. Customer satisfaction level provides a idea about how commodities and services offered
by entity are meeting the expectation level of buyers. External and internal factors gives influence
on the contend level of consumers and on the basis of that growth and success of the entity is
determined. Present reasearch is conducted for assessing about various gfactors that gives influence
on the satisfaction of purchasers in market.
TASK 1
1.1 Aim, objectives and literature review
Aim :- Major objective of researcher in the present study is to assess diverse factors that influence
the satisfaction level of customers of Ryanair.
Objective :- Researcher have developed some objectives on the basis of aim that will assist in
carrying out the present study work. Major objectives of present research are as follows:-
 To develop a effective framework that supports in gaining competitive advantage over other
rival business firms.
 To develop understanding about consumer satisfaction.
 To identify significance of consumer satisfaction in airline industry.
 To assess different factors that gives impact on satisfaction level of consumers in airline
sector.
LITERATURE REVIEW
According to Bell, (2014) has mentioned that airline industry is facing tough challenges due
to increasing competition in airline industry. It is assertive that needs of consumers should be
satisfied for ensuring growth and success of the business. Moreover it supports in gaining
sustainable development of business. Service quality delivered to the clients play a crucial role in
satisfying needs and expectations of consumer. Smith, (2015) described that price is one more
significant factor that gives influence on overall satisfaction level of consumer and reasonable price
services offered to the airline industry supports in gaining more consumers for the business.
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Tourism activities, global trade and international expansion of business are some significant
activities that affect operational activities of the Airline industry. Consumer loyalty increases and
more number of clients are added in the business.
Competition is increasing in the airline industry and due to that it has become vital that
superior quality facilities should be rendered to clients of business. However McNiff, (2016) has
mentioned that it is requirement that proper assessment should be conducted for identifying needs
and preferences of customers. It will aid in delivering effective services to clients in airline industry.
It is vital that service quality should be given more focus and attention so that better amenities
should be provided to clients of business. Furthermore advancements happening in technical sector
also supports in improving the level of services that are provided to the consumers. Airline industry
offers huge business opportunities and due to that it is critical that advantage of this chance should
be taken for ensuring growth and success of the business.
1.2 Factors that contributed for selection of research study
There are diverse range of factors that gives influences and also contributes in research
project selection. The topic selected for the present study id to identify various factors that gives
impact on satisfaction level of consumers in airline industry. The reason for selecting this topic is
assess diverse elements that gives impact on working of the airline sector. There are huge
opportunities available in airline industry due to increasing global trade and tourism activities. It is
assertive that clients of business should be contented and satisfied with the facilities and amenities
rendered to them. Customer satisfaction level also gives impact on the overall success of business.
Satisfied consumers aids in gaining brand loyalty for the corporation and positive word of mouth
aids in adding more consumers in enterprise. Market share and position of business can be enhanced
by rendering effective amenities to consumers. Effective strategies can be formed for business that
supports in increasing profitability of business running operational activities in effective mode.
Action plans formulated in systematic and organized mode aids in gaining competitive advantage
for the organization. Identification of diverse factors that gives impact on satisfaction level of
consumers and it will aid in making modifications in existing facilities provided by business.
1.3 Critical review of key references about customer satisfaction and influential factors on customer
satisfaction
Literature review is defined published paper on a specific topic which describes detail
information and knowledge on the topic selected. New insights on a particular topic are gained and
understanding is increased through the research paper. It is overview presented by the researcher on
a selected topic chosen for carrying out the study. Diverse range of sources including books,
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journals, websites and articles published on internet are used while writing literature review. The
major objective behind writing literature review is to explain relationship among various arguments
and details that have been mentioned in the study. In addition to this new methods are identified and
used for interpreting and presenting the results of previous research conducted by different authors.
Negative and positive aspects of a particular topic are analysed for doing better and effective
interpretation of knowledge collected. Themes are made in the literature review by researcher for
assessing various aspects of consumer satisfaction. Themes selected by researcher are as
described :-
THEME 1 :- Understanding concept of consumer satisfaction
As per view point of Ryu, Lee and Gon Kim, (2012) customer satisfaction is a significant
term that supports in identifying performance of business for meeting the needs of consumers. It
supports enterprises in identifying their weak performing areas and making improvements in
existing process and activities for meeting the needs of consumers. Saeidi, Sofian and Saaeidi,
(2015) has mentioned that if clients of firms are satisfied with amenities renders to them than it aids
in gaining consumer loyalty and gaining brand recognition. Consumer satisfaction is a measure that
aids in evaluating whether services and commodities provided by business meets the requirements
of consumers. Intention and choice of clients for reusing the facilities and goods can be identified
and on the basis of that services can be developed in effective mode.
Lifetime value of customers can be gained and loyalty of consumers can be achieved by
providing better and effectual services to them as per their needs. In addition to that it becomes
easier for retaining consumers and more business can be done be providing better services to
existing clients of business. Torres and Kline, (2013) Has described that Customer satisfaction for
provides indicator for measuring performance of business against a set criteria. If clients are
satisfied than it shows that business is meeting with the needs raised by them. Moreover a contented
and happy consumer is more likely to use facilities and amenities provided by business. Moreover
airline industry is facing tough competition due to increasing number of rival firms in market. Orel,
and Kara, (2014) however has mentioned that it is a difficult task to assess satisfaction level of
consumers for a particular service and commodity. It is required that a systematic and organized
approach should be adopted for identifying satisfaction level of consumers. Measuring customer
satisfaction also provides a insight for knowing requirement and preferences of services that are
needed by them. Level of consumer satisfaction also provides a point of differentiation in the
market place and formulation of business strategies also becomes easier. In addition to this it is
assertive to use appropriate measures for identifying customer satisfaction level. Online and offline
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survey conducted in market aids in knowing satisfaction level of consumers. Customer satisfaction
level is degree up-to which a company meets needs of its business clients. Wirtz, (2015) has
mentioned that attributes and features of services provided in a service determine its quality. In
airline industry there are various types of element which are included for measuring satisfaction
level of clients.
THEME2 To identify significance of consumer satisfaction in airline industry.
Airline industry is service based industry and it is vital that needs of the consumers should
be fulfilled. Wu (2013) has mentioned that customers have high expectations when they avail
services in airline industry. There are various parameters on the basis of which level of consumer
satisfaction can be assessed. While measuring consumer satisfaction level quality of service
provided, availability of consumer service representatives, timely delivery of services are some
significant factors that are considered while knowing satisfaction level of consumer. Homburg,
Allmann and Klarmann, (2014) has mentioned that in service provider industries consumer
satisfaction play a vary crucial role. It is vary necessary to provide superior quality services to
clients of business for gaining competitive advantage for the enterprise. Service quality delivered
and customer satisfaction are interrelated to each other.
Aviation industry provide assistance in travelling different destinations of world by spending
a minimum amount of time on travelling. This industry offer huge opportunities for gaining success
and growth. Due to attractive business growth offered by this industry large number of firms are
trying to start their operations in airline industry. Palmer,Palmer and Bejou, (2016) has described
that competition has increased in the airline sector and it is critical that expectation of clients should
be met for gaining competitive advantage for business. It is a tough and challenging task for
meeting the demands of consumers in airline industry. Innovations and advancements happening in
airline industry and due to it regular modifications are done by competitor firms in their existing
facilities for rendering more better services to consumers.
Steven, Dong and Dresner, (2012) has described that if companies working in service sector
wants more success and growth than they needs to make modifications in their existing service
levels. It is a challenging task for meeting the expectation level of consumers and there is need for
making investments for analysing requirements of clients. There are various risks associated while
travelling in aviation sector and it is required that safety and protections should be provided to
clients. Satisfaction level of consumers increases and it also supports in enhancing loyalty of
consumer toward a specific product and service. Evaluating satisfaction level of consumer supports
in making improvements in weak performing areas and rendering superior class services to business
clients. Large number of competitor firms are offering services and due to it consumers have many
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options to select their service provider. Oliver, (2014) has explained that majority of companies
rendering services in airline sector are regularly making modifications and improvements in their
existing services for providing better satisfaction level to the consumers. It has become necessary
for identifying satisfaction level of clients that are using services in airline industry. It works as
indicator that aid in measuring gratifications of customers. Aviation industry supports in increasing
revenues and profitability of the nation. Outstanding services offered by an enterprise will aid in
increasing consumer base for selling services of the organization.
THEME3 To assess different factors that gives impact on satisfaction level of consumers in
airline sector
There are diverse range of factors that gives influences on satisfaction level of consumers in
airline industry. Consumers have many expectations when they avail services from airline industry
and due to that it is required to analyse satisfaction level of consumers. Prices of the services is one
most significant factor that gives impact on working of aviation sector. Namukasa (2013) has
described that there some consumers prefer to enjoy superior quality aviation experience.
Reasonable quality services that are offered by some companies aid in attracting consumers
belonging from medium economic class and lower income groups. In addition to this attractive
discounts and offers given by companies supports in selling services to large number of consumers
irrespective of their income groups. Many airline companies gives travel discounts to people and it
aid in enhancing consumer base of the organization. Chow (2014) has described that quality of
service offered by the airline industry is also a significant factor that gives influence on satisfaction
level of consumers in airline industry.
However on a critical note Haumann and Rese, (2014) has mentioned that it is not required
that it is vital to consider impact of all the strategies while making action plans of business. In
addition to this consumers representatives of business also are a significant factor that gives impact
on satisfaction level of clients in business. If proper information and knowledge will be provided by
customer representatives than it will aid in developing effective relations with clients of business.
Skills and capabilities of customers are also a significant element that gives influence on overall
satisfaction level of consumers in aviation industry. If employees will be talented and suitable than
it will become easier to render effective services to clients of business. Support given by top
management of an organization is also a significant element that impacts the overall operational
activities of the corporation. If appropriate strategies and policies will be formed by top
management than it will aid in running operational activities of the enterprise in successful mode. It
becomes easier to deliver better services to clients and customer satisfaction level of the enterprise
also gets improved. Price of services, quality of services, discount and offers given on services and
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capabilities and skills of individual are some significant factors that gives impact on customer
satisfaction level of airline industry.
1.4 Research project specification with Ryanair
REASERCH APPROACH :- In the present research study inductive approach has been used by
researcher for carrying out the present study (Swaminathan and Thomaz, 2014). This approach is
used for defining qualitative solution for a problem. In this method observation is done and on the
basis of that new outcomes and results are achieved. Inductive approach aids in presenting the
outcomes in transparent manner and effectively.
REASERCH PHILOSOPHY :- Research philosophy defines about the ways that are adopted for
collecting data and information, analysing and evaluating all the data is done. In this present case
study interpretivism philosophies are used by researcher for carrying out the present case study.
REASERACH DESIGN :- it is vital that effective research design should be chosen for doing
selection of appropriate research design. In the present case with the objective to assess influence of
various factors that affects the customer satisfaction in airline industry (Limpanitgul and
Lertthaitrakul, 2013). In the present research study descriptive research design has been used by
scholar for finding the required outcome from the present case.
REASERCH TYPE :- this research study has been concluded in qualitative point of view and as
researcher has analysed theories and knowledge given by various scholars in their study. In
quantitative data analysis use of mathematical tools is taken for completing the research study and
gaining required outcomes. Researcher has done observation of theories and information and found
a conclusion for it.
DATA COLLECTION :- While conducting research data is most significant element that supports
in gaining required outcomes. It is critical that data should be collected from authentic and reliable
sources so that appropriate and required outcomes can be gained. There are various methods for
collecting data and it includes primary data collection and secondary data collection procedures
(Hur, Moon and Jun, J2013). In primary data collection method interview, survey, focus group and
observation methods are used. Secondary data is taken from sources including government sites.
Magazines and other sources. It is the data which is already been collected by someone else for
carrying out research on a specific topic.
SAMPLING :- there are two types of sampling methods which are used for collecting data. In the
present research study sample of 20 UK CBC students have been taken for collecting data and
information. Non probabilistic sampling method has been used in the present case study for doing
sampling.
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DATA ANALYSIS :- There are different types of data analysis techniques that are used for doing
analysis of data that has been used in the research study. In the present case study the technique
which is used by researcher is thematic perception test technique. In this method use of graphs and
charts will be taken for analysing the data and information.
1.5 Planning for carrying out research study
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Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Research topic selection
Preparation of research proposal in
systematic manner
Deciding aims and objectives
Conducting literature review for
prepare thesis
Research methodology preparation
Primary data collection
Organising data in a structured
format
Data analysis
Finding outcomes and giving
recommendations
Submission of final project
Doing required modifications on the
basis of feedback provided
Submission of final project
TASK 2
2.1 Matching of resources
It is necessary to conduct study in a way that it will provide accurate and reliable results. In
order to make study effective, different resources are there, lack of availability or insufficiency of
which may lead to inaccurate of wrong results. Among all resources, time plays the most significant
role as researcher requires adequate time to accomplish the aim of study. As he has to collect
information from both primary and secondary sources, it consumes enough time (Hassan, 2010).
So, if scholar will have lack of this resource, gathering complete important information would not
be possible and accuracy of results may get affected.
Apart from that, information is another resource which should also be there with researcher in
sufficient amount as lack of obtainability of this will create issue for making accurate conclusion.
As per the present study, to assess the influential factors that help in maintaining and increasing the
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satisfaction level of customers in Ryanair, scholar is required to have adequate information. As
some websites are not allowed to get accessed without making specific payment, it may serve as a
hindrance for researcher to make accurate results (Jackson, 2010). It may be possible that the site
might have some important information based on the topic of study.
This is the reason, third and utmost important resource is finance. If funds in sufficient quality will
be present with the researcher, he can have access of those websites and gain information from the
same. Thus, it can be said that all these three resources, that is, time, money and information proves
to be highly necessary in order to accomplish the objectives of research (Mohana, 2010).
There is a direct relationship in between resources and research questions as with the help of these
resources only, questions framed in study can be answered. In case if there will be lack of
availability of these resources then achieving the answers of research questions would not be
possible. However, it cannot be ignored that questionnaire is also an important resource through
which final aim of study is fulfilled (Johnson and Christensen, 2010). Apart from that, in secondary
sources, books, journals, online articles and published material also serve as the important resources
to gather data as per the framed research questions.
2.2 Questionnaire
For the purpose of gathering information for the first time, that is, primary data, tool of
questionnaire has been used by the researcher which he has developed in a well-designed manner. It
is designed for the identification of influential factors that help in increasing the satisfaction level of
customers of Ryanair. This questionnaire will help in assessing all factors through which customers
of Ryanair can be retained in the long run by making them highly satisfied with the services offered.
With the help of this tool, perception and attitude of customers towards Ryanair can be known in an
effectual manner (Whitman and Mattord, 2011). Every question in this questionnaire is included by
keeping in mind the specific aim and all research objectives of study.
QUESTIONNAIRE
Descriptive information
Name:
Age:
Gender:
1. With what frequency, do you use the services of Ryanair?
Often 
Very often 
Never 
2. How to you perceive about the quality of services offered by Ryanair airline?
Good 
Slightly good 
Neither good nor bad 
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Slightly bad 
Bad 
3. In your opinion, which factor is mostly considered by you at the time of making selection of
airlines?
Price 
Quality of the services 
Customer relationship management 
Complementary services 
Timeliness 
4. As per your past experience, do you prefer to use the services offered by Ryanair again?
Definitely 
Probably will 
Might or might not be 
Likely will not 
5. How do you hesitate to purchase the services of Ryanair?
Not at all hesitate 
Slightly hesitate 
Moderately hesitate 
Very hesitate 
Extremely hesitate 
6. While making selection of the airline for travelling, which company clicks in your mind for the
first time?
Ryanair 
EasyJet 
British Airways 
Virgin Atlantics 
7. What is your perception towards the services offered by Ryanair airline?
Positive 
Somewhat positive 
Neutral 
Somewhat negative 
Negative 
8. What persuade you to buy the products and services given by Ryanair?
Advertisement 
Friends or family’s recommendation 
Social media 
Others 
9. Ryanair offers value for what you spend on purchasing its services.
Agree 
Somewhat agree 
Neutral 
Disagree 
Somewhat disagree 
10. Ryanair is a trustworthy brand to buy its offered products and services.
Agree 
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