Research Project: Ryanair Customer Satisfaction and Crew Behavior

This research project investigates the impact of crew behavior on customer satisfaction within Ryanair Airlines. The study outlines the project's aims and objectives, focusing on understanding customer satisfaction, the role of crew members, and the relationship between crew behavior and customer satisfaction. The rationale highlights the transformations within the airline industry, particularly the rise of low-cost carriers like Ryanair, and the associated concerns regarding declining customer satisfaction. A critical review explores the importance of customer satisfaction, the role of crew members in service delivery, and the impact of crew behavior on customer perception. The research specification details the methodology, including the research approach, design, philosophy, data collection methods, and data analysis techniques. The study will employ an inductive approach with a descriptive design, focusing on interpretivism for data analysis. Both primary and secondary data sources will be used, with a qualitative data analysis approach. The project also outlines the sampling strategy, which involves surveying 45 loyal customers using simple random sampling to gather primary data. The report concludes with recommendations for enhancing customer satisfaction by improving crew behavior and identifies areas for further consideration.

RESEARCH PROJECT

TABLE OF CONTENTS
TASK 1............................................................................................................................................1
1.1 Outline of the Project............................................................................................................1
1.2 Factors contributing to research project selection.................................................................2
1.3 Critical Review......................................................................................................................2
1.4 Research project specification...............................................................................................4
TASK 2............................................................................................................................................6
2.1 Matching resources efficiently to research questions ..........................................................6
2.2 Proposed Research Investigation..........................................................................................6
2.3 Collection of data..................................................................................................................8
TASK 3..........................................................................................................................................14
3.1 Research Evaluation Techniques........................................................................................14
3.2 Interpretation and Analysis of Data....................................................................................14
3.3 Recommendations and further areas for consideration.......................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

Title of the study:
“Impact of Crew behaviour on the level of customer satisfaction: A study of Ryanair
Airlines.”
TASK 1
1.1 Outline of the Project
Aims and Objectives:
The aim of the present study is to identify the impact of crew behaviour on the level of
customer satisfaction, specifically focusing on the case of Ryanair Airlines. In order to
systematically undertake research the below mentioned objectives have been framed:
 To understand the importance of customer satisfaction in Airlines Industry.
 To understand the role of crew members in an airlines.
 To understand the relation between crew behaviour and customer satisfaction. To develop recommendation for enhancing customer satisfaction by improving behaviour
of crew members.
Research Questions:
 How important is customer satisfaction for the success of Airlines Industry?
 What role is played by Crew Members in the operation and success of Airlines?
 What is the relation between performance of crew members and customer satisfaction? What are the ways through which behaviour of crew members can be improved for
enhancing the customer satisfaction?
Rationale:
The Airlines industry has undergone various transformations, one of which is
introduction of low budget airlines. This in consequence has led to a drastic developments in the
movement of international tourists. This has enabled people belonging to low-income levels to
travel by flights for both domestic or international travelling. Thus, an increase in the number of
customers has proved be highly profitable for the players of this industry. However, it has been
witnessed that the customers have not been satisfied from the services being provided by these
airline companies (Ringle, Sarstedt and Zimmermann, 2011). Once such company is Ryanair
Airlines, which has also introduced low budget airlines and is enjoying an increased number of
customers in the recent years. Further, it has been deciphered that even if the company has
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lowered the prices to a great extent, the satisfaction level of customers has also been lowering.
One of the reasons which has been identified for occurrence of this trend is the manner in which
crew members of the Airlines have been behaving. Hence, in order to understand the precise
reasons behind the decreasing customer satisfaction the present study shall be conducted.
1.2 Factors contributing to research project selection
One of the foremost reasons behind choosing this particular field for the present research
is that the Airline Industry has undergone drastic transformations to enjoy an increased number
of customers. In spite of these developments the customer satisfaction level has been lowering
over the years and this has posed to be one of the major concerns for the Airline Industry (Low-
cost airlines: Stimulation effects wear off, 2014). Another major factor which has led the
researcher to opt for this specific topic is that seldom has this topic been analyzed in the past
years, and thus there is lack of effective information and text.
1.3 Critical Review
Importance of customer Satisfaction is Airlines Industry
Customer Satisfaction is one of the concepts which differ with every change in
circumstances and with every person. Every person has a different perception towards various
elements of a product, and hence in consequence of the same there is a possibility that some of
the customers are satisfied and some are not. It has been noted by Baker (2013) that this element
of customer satisfaction plays a highly imperative role in service industry as the needs and
demands of every consumer is different from the other. In addition, there is a possibility that the
kind of services being provided also vary with circumstances and other factors, thereby,
rendering the entire process with inconsistency. The measurement of this concept is always in
respect to time , and hence with change in time the customer satisfactions levels also vary.
Steven, Dong and Dresner (2012) have characterized it as a highly dynamic factor which is
dependent upon varied forms of element.
The Airline industry is one of the highly sensitive service industries, which is required to
invest great deal of efforts to ensure the satisfaction levels of their respective customers. The
strategies and operations undertaken by these companies involve a high concentration on how to
keep the customers satisfied and provide them with the best of services. It has been quoted by
Kim and Lee (2011) that in pursuance to retain an increased number of customers, it is highly
imperative to understand the needs and expectations of the people they are serving. On the basis
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of these ascertainments and the demands of the business, the management is required to
formulate their strategies. On the other hand, it has been observed by Hussain, Al Nasser and
Hussain (2015) that the level of competition in this particular industry has arisen to great levels
and thus arise the need to retain an increased number of customers. This shall enable the
companies to persist in the market, and make profits.
Role of Crew Members
The cabin crew or flight crew of any airlines play a highly crucial role in ensuring the
experience a customer may have to fly with them. Forgas and et. al. (2010) has noted that the
manner in which all the strategies are implemented and various operations undertaken is
completely dependent on the competence of Crew members. Hence, they are obliged with a
range of duties which they are required to undertake to fulfil the specific and special demands of
their position. The major part of their job is to ensure the safety and security of all the
passengers. Moreover, to also cater to each and every requirement of the passengers and make
them feel comfortable (The Impact of Low cost Carriers in Europe, 2016). However, it has been
highlighted by Chen and Chen (2010) that the crew members constitute to be the front line
employees of the Airline company and hence make a representation of the values and principles
of the entire company. Any error or issue from their part may take an exaggerated form and may
require the company to face all the repercussions. On the other hand it has been observed by Lau,
Kwek and Tan (2011) that in today's digital world any news can spread in almost the whole
world within seconds. In the event, even if a small experience is shared by a passenger on any
social media website it can be made known to the world. This shall have a direct impact on the
good will of the company in market. While Yee Liau and Pei Tan (2014) is of the view that any
displacement in the quality of services provided by the crew members may annoy the customers
and discourage him to not travel by the same airlines next time. One of the current trends of
operating low budget airlines has pushed these companies to compensate the amount through
recruiting staff members at a lower pay. It has been observed by Baumann, Elliott and Burton
(2012) that this kid of recruitment process has reduced the quality of staff members which are
present on these Airlines. This in turn has impacted the experience of customers with these
airlines and thereby posed a serious concern for the industry.
Relation between Customer Satisfaction and quality of crew members
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It has been observed by Byambaa and Chang (2014) that the customer satisfaction in the
case of Airline industry is highly dependent on various factors, one of which is the manner in
which the crew members present within the airlines and on the ground behave and handle
different situations. The quality of services being rendered to the passengers and the manner in
which varied queries are attended determines the how skilled and efficient the staff is. Moreover,
it also plays an instrumental role in ascertaining the experience of a passenger with the airlines.
For instance every traveller expects to have a relaxed and comfortable journey, which is only
possible if the cabin crew delivers efficient services and takes care of even small needs of the
customers. However, it has been observed by Mittal and Frennea (2010) that in the event of
lacunae in any of the services being provided, a direct impact shall be felt on the satisfaction
level of the passengers. The primary duty of cabin crew is ensure safety and security of all the
people present on the flight. In pursuance to the same every Airline company is under an
obligation to hire personnel who are themselves healthy and equipped to face the most difficult
situations. In addition, it has been stated by Nikbin, Ismail and Marimuthu (2012) that the
personality of each of the members and the manner in which they interact constitutes to be an
important factor in ascertaining the behaviour of the crew members. In pursuance to the present
scenario of budget Airlines, various Airlines have started compromising on the quality of crew
being recruited for these particular flights so as to reduce the overall cost. In reaction to the
same, Curry and Gao (2012) has made an observation that this is reducing the quality of services
being provided by the Airline company, and in addition, hampering the satisfaction level of
customers.
1.4 Research project specification
In order to carry out the research proposal in effective manner researcher must ensure
proper specification of the research methods. The research specification mainly include different
approaches and aspects such as- Research approach- The foremost facets within the research methodology include
research approach it is consider as an plan in which investigator will conduct the research
to accomplish the topic. For the present research the selected research approach will be
inductive approach as it focuses on specific to general. Research design- Another facets within the research methodology include research
design that is consider as road map that is designed by researcher to meet the aim of
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research that is determining the impact of crew behaviour on the level of customer
satisfaction. Descriptive design has been chosen for the present study. Research philosophy- Another aspect the need to be consider by researcher include
philosophy that is notion of researcher that assists them in undertaking the research in
effective manner. Presently researcher will focuses on interpretivism as the individual
will focuses on interpreting the accumulated data. Data collection- Another significant aspect within the research methodology include data
collection through which individual may easily accumulate the accurate and reliable
information related with the topic. For the present research project the researcher will
focuses on both primary as well as secondary data sources for gathering the data. Data analysis- Another aspect within the research methodology include data analysis is
mainly focuses on the techniques through which researcher will analyse and interpret the
data acquired on satisfaction level of customers. For the analysis of data in research
project the researcher will use the qualitative technique in which they will formulate the
theme on the basis of devised questionnaire so that they can easily interpret them to
accomplish the aim and objectives. Sampling- Research specification also include sampling that is selection of sample from
the whole population. The researcher will accumulate the primary data from the selected
sample size as it would represent the whole universe. The selected sample size will be
their loyal 45 customers or students those who prefer their low cost airline for travelling.
Along with this, simple random sampling technique is used to select the sample size for
the present research project.
Activities of research
project
Week
1
Week
2
Week
3
Week 4 Week 5 Week
6
Week
7
Week
8
Formulating aims and
objectives
Reviewing the literature
through secondary
sources
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Research specification of
the methods used in the
research
Devising research
questions
Formulating
questionnaire
Accumulating the data
and information
Analysis and Discussion
Recommendation
Conclusion
TASK 2
2.1 Matching resources efficiently to research questions
(A) Research Questions
 How important is customer satisfaction for the success of Airlines Industry?
 What role is played by Crew Members in the operation and success of Airlines?
 What is the relation between performance of crew members and customer satisfaction? What are the ways through which behaviour of crew members can be improved for
enhancing the customer satisfaction?
(B) Relation of Research questions with research resources
The various primary and secondary resources which shall be utilized in the present study
shall enable the researcher to realize effective and accurate results . It caters the investigator with
a supportive role to address each of the questions and conduct a relevant investigation.
2.2 Proposed Research Investigation
 Research Approach: It is highly crucial for the researchers to adopt a systematic and
structured format to achieve accurate as well as desired results. In pursuance to the same
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it is at the first instance necessary to choose either deductive or inductive approach. Both
these approaches have an exclusive pattern to direct the flow of research (Gioia, Corley
and Hamilton, 2013). The former moves from general data or specific information, while
the latter is an inverse process moving from specific to general.
For the present research an inductive approach has been adopted, as the results are required to be
in connection the Ryanair Airlines and the manner which their crew is performing.
 Research design- Every researcher shall be appraised with the fundamental knowledge in
connection to the area which it intends to explore. On the basis of the same the concerned
person shall outline the basic research design which shall be pursued for preparing th
final plan of undertaking the entire research (Gupta and Gupta, 2011). Some of the
techniques which can be opted by the investigator are descriptive, exploratory and so on.
In the present study the descriptive technique has been chosen as the research requires an in-
depth description and analysis of various relevant aspects to gather the stipulated results and
data. Research philosophy- This determines the manner in which the research work shall be
conducted and all the values as well as principles which shall be adhered to while
undertaking the entire process. In the present study researcher has adopted interpretivism
so as to describe and interpret the entire gathered data.
 Data collection – In order to realize accurate and authentic information it is highly
crucial for the researcher to identify the precise number as well as quality of sources to be
pursued (Panas and Pantouvakis, 2010). One of the most widely used sources are that of
primary and secondary. The former enables the researcher the data directly from the
concerned person, while the latter is an opinion made by scholars and other authors
(Flick, 2015).
In the present study the researcher shall gather the data from both the sources so as to gather data
with a holistic approach and produce a highly reliable outcome.
 Data analysis – After collection of data from various sources, it is important for the
researcher to deduce a pattern or inference out of all the data so collected (Walter and
Andersen, 2013). This could be undertaken by application of either qualitative or
quantitative techniques.
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The researcher in the present study has applied qualitative techniques and developed various
themes relying on the questionnaire. This shall enabled the researcher to effectively interpret the
data to fulfil the ascertained aims and objectives.
 Sampling – The collection of data and information from different sources can be a
tedious task and it is not possible for the researcher to get in touch with each and every
concerned person for extracting the information (Silverman, 2016). In pursuance to the
same, approach of sampling shall be undertaken.
Random sampling technique has been selected to gather information from some of the customers
of Raiyair Airlines. Further a sample size of 45 customers has been selected who have been
travelling by this low budget airline.
2.3 Collection of data
How often you travel through with Ryanair airline?
Rarely 15
Once in a month 11
Frequently 19
Rarely
Once in a month
Frequently
0 2 4 6 8 10 12 14 16 18 20
Customers frequently travel through Ryanair Airlines
Column B
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Do the services provided by cabin crew members within Ryanair
airline meet the travel requirement?
Yes 25
No 20
Yes No
0
5
10
15
20
25
e services provided by cabin crew in Ryanair has been meeting the travel requirement of majority of customers
Column B
10