Unit 4 Research Project: A Study of EasyJet Customer Satisfaction

This research project investigates customer satisfaction levels with EasyJet's services, a major British low-cost airline. The report identifies factors influencing customer satisfaction, reviews relevant literature, and analyzes data collected to understand customer perceptions and expectations. The study aims to assess the existing service quality, evaluate customer expectations for improvement, determine if EasyJet's service quality meets customer demands, and identify key differences between customer expectations and perceptions. Ultimately, the project provides recommendations to enhance customer satisfaction with EasyJet. Desklib provides access to this assignment and a wealth of study tools for students.

RESEARCH PROJECT

TABLE OF CONTENTS
TITLE: "To study customer satisfaction level towards services provided by EasyJet" .................1
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulate and record possible research project outline specification..................................1
1.2 Identify the factors that contribute to process of research project selection.........................2
1.3 Undertake a critical review of key references.......................................................................3
1.4 Research project specification ..............................................................................................5
1.5 Appropriate plan and procedure for agreed research specification ......................................5
TASK 2............................................................................................................................................6
2.1 Resources which required in the research.............................................................................6
2.2 Research investigation on the basis of determined specification and process......................6
2.3 Record as well as data collated ............................................................................................8
TASK 3............................................................................................................................................9
3.1 Suitable evaluation methods for research.............................................................................9
3.2 Interpretation as well as analysis of data...............................................................................9
3.3 Conclusion and Recommendations.....................................................................................14
TASK 4..........................................................................................................................................14
4.1 Covered in poster................................................................................................................14
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................17
Appendix 1: Questionnaire.......................................................................................................17

TITLE: "To study customer satisfaction level towards services provided by EasyJet"
INTRODUCTION
Airline industry has been the majorly contributed to the people for travelling to different
places. Due to them, more number of passengers can travel at low-cost and minimum time. Such
contribution can be easily seen in EasyJet and Ryanair that are emerging low-cost airlines and
are making rapid development in international tourism. For such companies’ customer
satisfaction is their primary objectives (Butcher, 2016). Current report is about the customer
satisfaction for EasyJet Company. It is largest budget British airline company that covers major
European countries. Due to its low-impact travel it has gained well-earned reputation. They
serve over 32 countries and over 700-routes. In Europe, it is second largest Airline, carrying 70-
million people and has won Best Customer Satisfaction Budget Travel UK Award in year 2016.
However, now the company is facing issues regarding the customer satisfaction. Customer
satisfaction and loyalty can be maintained by high-quality relationship with customer but
company is lacking in such services. In order to mitigate such issues this report is made where
literature regarding customer satisfaction are reviewed and data analysis is done. At end of the
report, conclusion is provided and based on it, recommendations are provided.
TASK 1
1.1 Formulate and record possible research project outline specification
Background of study
"Due to increase in competition for greater market-share, customer has become centre for
all airline industries" (Däuble and et.al., 2014). They have to increase their service quality based
on customer perception and satisfaction level. Chughtai and Lateef, (2015) suggested that
organisations ability regarding service quality can only be meet through desires and demands of
customer's. So, managers in the firm must improve high quality and improved services for the
competition in the market.
The purpose of this study is to identify the issues faced by airline service industry
regarding the consumer satisfaction and loyalty. For better outcomes, study is made on EasyJet.
The company is providing travelling services at low cost which promoted the company.
However, due to higher cost of fuel, crises, sustain development firm is unable to maintain the
customer satisfaction level. Moreover, consumers are highly dissatisfied regarding the
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availability of tickets, handing customers complaints and in the quality of services. The research
will include instrumentation, sampling, data collection, hypotheses, interpretation, conclusion,
recommendation as well as the references of the study
Aim of research: "To study the customer satisfaction level towards the service provided by
EasyJet"
Objectives of research
The main objective of the study is to find out the level of satisfaction among the
customers for the services provided by EasyJet.
 To understand the existing service quality offered by EasyJet.
 To collect and evaluate the expectations of customers for the improvement in the prominent
area of their dissatisfaction.
 To investigate whether service quality of EasyJet is capable of addressing all demands made
by customer.
 To identify the key-differences between expectation and perception of customers in service
quality offered by EasyJet.
 To recommend ways by which customer satisfaction for EasyJet can be increased.
1.2 Identify the factors that contribute to process of research project selection
There are numeric factors due to which this research project was selected. The main
among them is that popularity can also affect the customer satisfaction level. It can be identified
from the literatures that due to low prices offered by the company they are unable to enhance and
improve their services, which is impacting them. The low-price strategy implemented by the
company is now creating negative impact on the customer satisfaction level. Such reason has
promoted the writer to choose the topic and make study so that proper analysis and study can be
done on the subject. All these things create interest towards understanding positive impact of
customer satisfaction on the business firm (Terblanche, 2014). Thus, in the present research
study main focus will be on understanding multi-dimensional benefits that firm is receiving in its
business by providing better customer services, loyalty level and resolving their issues. Hence, it
can be said that there are number of factors that are contributing to research project selection.
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1.3 Undertake a critical review of key references
 To understand the existing service quality offered by EasyJet.
According to Baron and et. al. (2014) the strength of EasyJet lies on 4-aspects which are
price, reliability, brand-name and competitive advantages. It can be observed that through cost
effective approach and having no frills, online booking services, rapid turnaround and low-cost
overheads they are able to win the customers perception. They are punctual and provide higher
safety level while travelling (Calvert, 2013). Moreover, the company has attractive brand-name
and slogan. Along with this they are available at major countries and more than 70-million
people avail their services.
Contrary to this Chen, Chang and Wu (2013) due to low price they are unable to improve
their resources, having weaker strategies for expansion and retain, are unable to maintain the
availability of tickets and handing customers complaints. This are the areas which is impacting to
the company and reducing the customer satisfaction level. If possible, changes are not made in
the areas there will be higher customer dissatisfaction level which could impact on brand image
and market loss to the firm.
 To collect and evaluate the expectations of customers for the improvement in the
prominent area of their dissatisfaction.
According to Holtom and Burch (2016) customer's perception are always related to their
relative expectation. Moreover, these are dynamic and changes within short period of time. They
are evaluated, based on the quality and satisfaction level provided by the company to the
customer's. Contrary to this Ding and et. al. (2016) stated that now customers are more focused
on response fulfilment. More the cost-effective services and faster services will be provided by
the company they will have more brand image. There are various factors that contribute to the
customer satisfaction level. These are products and services provided by the EasyJet (Lee,
Verma and Roth, 2015). All the services provided by the company are based on the customers
emotions which can be stable or pre-existing. Along with this, firms must focus on the services
attribution for service failures and success rates. They should make different strategies so they
can influence the customers satisfaction level.
EasyJet has always maintained the equity and fairness among the customers. The entity is
fully based on the belief and values which are never impacted by the company.
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 To investigate whether the service quality of EasyJet is capable of addressing all demands
made by customer.
According to Eren and et. al. (2013) there may be number of things that any firm has to
implement in order to improve the services. The company lacks in providing more services and
resolving customers issues. Customer's satisfaction is very essential for the organization which
can be taken from their feedback and reviews. Such things will help to evaluate the current
situation of the firm (Eren and et. al., 2013). Customer perception and mindset are ever changing.
Employees must perform their duty as per the policy made for customers and they must complete
their service promises through all possible ways (McInerney, Mlady and Rodrigues, 2015). This
requires training and development program to increase the communication level, skills and
excellent customers services. Moreover, if modification is required in the policies for the
betterment that too must be implemented. These policies are very helpful in staff training. These
strategies can determine the lacking area of an employee and thus, an effective training program
can be generated. There are various steps of training to staff to improve their work efficiency.
Moreover, manager’s role is to improve these services so that these issues can be reduced.
 To identify the key-differences between expectation and perception of customers in service
quality offered by EasyJet.
There is great expectation and perception of customers in service quality offered by
EasyJet. Customers are highly dependable on the services provided by the company. However,
they wanted them to be more responsive so that services can be enhanced. Additionally, trust and
confidence among the customers should be maintained so that there is positive image of the
company. Tangibility is based on the service and products, firm reputation, industrial standards
and training provided to employees (Mitrovic and et.al., 2014). All these aspects help to change
customer's mindset and perception. At last the company must provide empathy where attention
and care must be provided to the customers. It helps to change the mindset and belief of the
customers concern related to company. In order to find these perception and expectation they can
carry survey or interview or ways by which feedbacks and their experience can be noted.
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1.4 Research project specification
As part of the research project specification aims and objectives are given below.
Aim of research: "To study the customer satisfaction level towards the service provided by
EasyJet"
Objectives of research
The main objective of the study is to find out the level of satisfaction among the
customers for the services provided by EasyJet.
 To understand the existing service quality offered by EasyJet.
 To collect and evaluate the expectations of customers for the improvement in the prominent
area of their dissatisfaction.
 To investigate whether the service quality of EasyJet is capable of addressing all demands
made by customer.
 To identify the key-differences between expectation and perception of customers in service
quality offered by EasyJet.
 To recommend ways by which customer satisfaction for EasyJet can be increased.
1.5 Appropriate plan and procedure for agreed research specification
For completing the research following timeline will be followed where major activities are
highlighted in the Gantt Chart.
Week
number 1 2 3 4 5 6 7 8 9 10 11
1 Developing proposal for research will be
further carried out y researcher.
2 Preparing research study aims and objectives.
3 Collection and analysis of secondary data for
research.
4 Developing structure of the research report and
required areas for research.
5 Collecting primary data
6 Assembling primary data.
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7 Composing data in systematic manner.
8 Conducting thematic analysis and
interpretation of data.
9 Developing outcomes section in the report.
10 Preparing recommendation section in the
report.
11 Preparing report.
12 Submission of report.
TASK 2
2.1 Resources which required in the research
To carry out the research in more scholastic and specified various tools and techniques
are used in the research. These can be financial and non-financial requirements which individual
lead to support the information gathered from respondents. Additionally, resources such as
paper, pen and other requirements required for survey were brought by researcher. They have
also taken permission from all the responsible communities that are involved in research. Along
with this, for recording data which are collected by the scholar software and technologies
required. Using all this appropriate analysis were carried out.
2.2 Research investigation on the basis of determined specification and process
For higher quality and reliability, all the data collected in the research is based on
methodological and scientific manner. Various methods, tools and techniques are highlighted
through this planning. Therefore, proper attention and time must be provided for designing the
research plan. These are the steps which are followed by researcher at the time of research and
are conducted based on advantages and disadvantages (Panneerselvam, 2014). Efficient design,
ensures reliability and relevance of data. Best approach is chosen so that research can be
successfully conducted.
Research design: The starting stage where methodology adopted and undertaking
research study which details about overall plan. There are various research designs such as
descriptive, exploratory and experimental. In this project, regarding the topic like customer
satisfaction the scholar has an organized, systematic approach for the preparation, carrying out
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and controlling of research project. (Research Methodology, 2016). Moreover, well-planed and
well-balanced research design is used to increase effectiveness and avoid irrelevancy in best
possible manner.
Research approach: Through this beginning and ending of the report can be determined.
For any study, there are 2 approaches inductive and deductive. Starting from the basic
information like customer satisfaction and end with the linking it to organization success
(Kumar, 2014). For this reason, inductive research approach was considered as appropriate to
use.
Research philosophy: It is very diversified topic which requires high knowledge. This
research specification includes interpretivism and positivism (Kumar, 2014). Justification behind
taking this philosophy is that at current research any kind of scientific techniques and tools are
included.
Data collection: It is the raw ingredients that helps researcher to make report. Through
their support individual will be able to know that how to collect data for analysis and find
solutions (Silverman, 2016). Moreover, it is way to visualize the research objectives and is
carried out using primary and secondary methods. For the following report, primary data has
been collected with the help of survey and secondary data was collected such as articles, books,
journals, magazines, internet and many other readable sources related to objectives of present
research.
Data sampling: As universe of study being large, so using sampling method of data
collection limited areas is selected. Moreover, it is used to collect representative and reliable
data. The sample are selected randomly where survey would be conducted with 25 respondents.
Further, among 25 respondents related are the 25 UKCBC students that are referred as customer.
To analyse their reviews questionnaires will be given to them and responses or data collected
will be interpreted (Flick, 2015).
Data analysis: To explore results and determine outcomes of the research issues, analysis
part plays key role. Here, thematic and statistical, two instruments used to gather information. In
this study, thematic analysis is used where collected data is shown using tables, graph and
diagrams. After this, the data can be analysed, interpreted.
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2.3 Record as well as data collated
Que. 1: Responses Respondents
Yes 17
No 8
Total 25
Que. 2: Responses Respondents
Strongly agree 13
Agree 7
Neutral 3
Disagree 2
Strongly disagree 0
Total 25
Que. 3: Responses Respondents
Yes 19
No 6
Total 25
Que. 4: Responses Respondents
Strongly agree 14
Agree 6
Neutral 2
Disagree 2
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Strongly disagree 1
Total 25
Que. 5: Responses Respondents
Crisis management strategy 7
Sales strategy 5
All of above 13
Total 25
Que. 6: Responses Respondents
Yes 7
No 18
Total 25
Que. 7: Responses Respondents
Lack of differentiation 12
Poor implementation of strategy in the business 13
Total 25
TASK 3
3.1 Suitable evaluation methods for research
Qualitative: Study is of qualitative nature when data is not present in numeric form. When
overall research and data are on the basis of theoretical concept and avoids to the numeracy part
then it seems highly fruitful for deriving better solutions. Same condition is in the current study
where numerical analysis has been not taken and due to which qualitative evaluation method is
adopted or implemented by analyst.
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Quantitative: The tool in which statistical or SPSS techniques are applied on the data set
collected for deriving the conclusion is identified as quantitative evaluation technique. Various
tools implemented are such as standard deviation, median, arithmetic mean, correlation etc. , are
used, which are not taking any part at the current scenario. Due to this reason the quantitative
tool is not considered and apply by the researcher in this study.
3.2 Interpretation as well as analysis of data
Thematic Analysis
Theme 1: Most of the customers have used the EasyJet services
Yes No
0
2
4
6
8
10
12
14
16
18 17
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Interpretation
From the present theme, it can be found that 17 out of 25 customers have availed the
services which means they know that company is effective and provide low cost services to
students. On the other hand, only 8 customers have not used which means they have used other
services or have not travelled through EasyJet’s aircraft. It depicts that most of the customers
have used the EasyJet services.
Theme 2: Customers are strongly agreeing with by the services provided by EasyJet are effective
than others.
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