Factors Influencing Passenger Satisfaction: Easy Jet Airline Study

This research project investigates the factors influencing passenger satisfaction with Easy Jet, a prominent low-cost airline. The study begins with an outline of the research project, specifying its objectives, research questions, and the rationale behind selecting this topic, including the availability of data, the researcher's interest, and the feasibility of the subject matter. A critical review of existing literature explores passenger perceptions of low-cost airlines, examining factors such as budget, brand image, safety, and service variety. The research employs an interpretivism philosophy and a research design to gather first-hand information. The project further discusses the impact of budget on airline profitability, emphasizing the importance of understanding customer needs to enhance satisfaction and business success. The project delves into the research methodology, research philosophy and design, and the expected outcomes of the project. The research project provides a comprehensive analysis of passenger satisfaction within the context of the airline industry.

RESEARCH PROJECT

Table of Contents
TASK 1............................................................................................................................................3
1.1 Research project outline specification..................................................................................3
1.2 Factors that contributed in selection of the topic..................................................................4
1.3 Critical review.......................................................................................................................4
1.4 Research project specifications.............................................................................................6
1.5 Research plan and procedure................................................................................................7
TASK 2............................................................................................................................................8
2.1 & 2.2 Research questions and Research investigation according to specification and
procedures...................................................................................................................................8
2.3 Recording of data................................................................................................................12
TASK 3..........................................................................................................................................15
3.1 Appropriate research evaluation technique.........................................................................15
3.2 Interpretation.......................................................................................................................15
3.3 Recommendations...............................................................................................................23
TASK 4..........................................................................................................................................24
4.1 Presentation.........................................................................................................................24
CONCLUSION .............................................................................................................................24
REFERENCES..............................................................................................................................25

Title: Factors that influence satisfaction level of passengers; A study on Easy Jet
TASK 1
1.1 Research project outline specification
Airline industry is growing with the rapid speed and it contributes well in the economic
development of nation. Satisfaction of passengers is the main concern of firms which are
operating in the aviation industry, these entities have to provide quality services and products to
passengers so that they feel satisfied and be associated with the brand for longer duration.
Customer satisfaction assist in increasing profitability of the corporations to great extent.
Statistical records show that in the year 2017 this sector is expecting to earn $29.8 billion
(Nikookar and et.al, 2015). It is essential for airport management that to identify particular needs
of travellers and accordingly provide them products and services.
Emergent and development of low-cost airlines has supported well in the growth of
aviation industry, this has given rapid development of to international tourism. These low cost
airlines provides air travels to consumers at affordable rates. That is why people are now able to
travel through airlines (Han and Hyun, 2015). Present study is based on the Easy jet which is
well known British airline. The cited firm is operating its business under low-cost carrier model.
Easy Jet has become leading brand and has gained competitive advantage because of its
attractive features.
Present research project will explain factors that influence satisfaction level of passengers
of airline firms. Furthermore, it will describe impact on budget on profitability of business unit.
Aim
“To identify factors that influence satisfaction level of passengers; A study on Easy Jet”.
Objectives
 To understand the perception of passengers towards low cost airline industry.
 To investigate the factors which influence satisfaction level of customers of Easy Jet.
 To identify impact of customer satisfaction on profit of Easy Jet. To suggest ways to make people satisfied towards the airline company.
Research Questions
 What is the perception of passengers towards low cost airline industry?
 What are the main factors which influence satisfaction level of customers of Easy Jet?
 Explain impact of budget on profitability of Easy Jet?

1.2 Factors that contributed in selection of the topic
There are many factors which contribute well in the selection of topic of the research
project. These are explained as below: Availability of data: It is quit interesting topic and many other authors have conducted
study on the same topic (Wen and Geng-qing Chi, 2013). Thus, sufficient data is
available on the satisfaction level of passengers on the low cost airline companies. This is
major factors that force researcher to conduct the study on the particular topic. Due to
availability of information researcher would be able to develop understanding about the
subject matter and it will help the scholar in finding accurate results. Specific Area of interest: As scholar has good experience of airline industry and schoalr
has good interest in this sector. It is interesting topic for the researcher. Investigator has
worked in the airline industry so with the help of experience individual will be able to
identify factors which affect satisfaction level of passengers in the airline company
(Cantallops and Salvi, 2014). Researcher has interest in this subject thus, individual
would be able to prepare quality research project on the subject matter. Satisfaction level
of passengers impact on the business profitability to great extent. Thus, individual has to
research about factors which influence their satisfaction level. This would be interesting
for scholar because individual will read earlier literatures and will ask questions with the
respondent (Ludin and Cheng, 2014).
 Feasible subject matter: It is quit feasible topic and on this topic individual can prepare
quality research project. Investigator will pay more attention on knowing perception of
customers and what they think about low cost airlines. This will support in developing
understanding about the topic (So and et.al, 2016).
1.3 Critical review
Perception of passengers towards low cost airline firms
As per the view of Sun and Kim, (2013)customer satisfaction can be defined as
effectiveness of company to satisfy needs of consumers. If entity is able to meet with
requirements of consumers then it enhances satisfaction level of consumers. Satisfaction can be
defined as fulfilment of wish of the person by others.
As per the view of Kuo and Jou, (2014) there are various types of airline such as LCC,
FSC, Charter airline etc. LCC are budget airlines which offers services to passengers at lower

cost. This low cost business model has helped in the growth of airline companies in recession
time. By this way lower income level customers are no\w able to travel to abroad by using these
airlines. Competition is very high and many other firms those which are operating in the aviation
industry are providing extremely well services to their customers. But still passengers are very
positive towards low cost airline entities.
Sun and Kim, (2013) stated that people are not positive towards low cost airlines. They
think that firms which charges high provide them extremely well air travelling services such as
accommodation etc. Apart from this, these entities are able to cover huge distance at short time
period. That is the main reason that people are not positive towards the low cost airline
companies. On other hand Osman and Sentosa, (2013) has argued that development of low cost
airlines has supported well in the development of international tourism. Many tourists are now
taking interest in the travelling because they think that it is affordable for them. But facilities of
seats, accommodation services of these firms are not good that is international passengers do not
prefer to take low cost airlines for long routes.
Factors influence satisfaction level of customers
As per the view of Ludin and Cheng, (2014) satisfaction can be define as fulfilment of
one's need that make them feel happy. Customer satisfaction is the process in which firms try to
meet with the needs of consumers in order to make them satisfy towards the brand. They analysis
their needs and fulfil these expectations.
Kano Model is the theoretical framework that support an entity in understanding needs of
consumers. Model focuses on two main dimensions; achievement and satisfaction. Kano model
described several needs of clients; expected, normal and exciting needs. Expected needs are such
as attributes relative to safety, unspoken expectations, assumption about products etc. Normal
needs are those demand of customers which they want from the organization. If company ail to
meet with these demand then it may make them negative or dissatisfy towards the brand.
Exciting needs are such as additional quality, etc. that is beyond expectation of an individual.

Illustration 1: Kano model
Source: (KANO MODEL TUTORIAL, 2017)
As per the view of Tsaur and et.al, (2014) budget is considered as one of the main factor
which influence the mind of passengers. If people have to pay high cost for air travel and if it is
not affordable for them then they become negative towards the brand and do not prefer to travel
through airlines. Low cost airlines are growing well and it is providing satisfactory services to
international passengers that is why they have become positive towards these firms and now
taking flights to go to abroad.
On other hand Kim and Cho, (2016) has argued that brand name of airline firm impact on
the mind ODF consumers and they make their mind of travelling after looking upon the brand
image of the organization. For example British airways has strong brand image in the airline
industry, people take flights because of its brand image. On other hand easy Jet has also become
famous because of its low cost airline services. It helps the consumers in planning for holidays
because they think that this cost is affordable by them.

Lawton, (2017) stated that safety is the main factor which influence mind of passengers,
if companies are unable to provide customers safer travel then they will not prefer to go through
these flights. That is the reason that people do not fly through low cost flights because they think
that facilities provided by them are not good enough. Previous safety records show that number
of accidents occurred in high cost airlines are low as compare to these low cost airlines. Thus,
safety is the major concern of passengers and they make their mind on behalf of that. If airline is
unable to provide them good travel then they become negative and dissatisfied towards the
brands.
According to Thai, (2016) variety of products is the main demand of travellers. Each
person has different needs and requirements and if company is unable to fulfil their requirements
then it can affect overall profitability of the organization to great extent. Airline firms have to
offer different products as per the financial capabilities of passengers. If company is providing
products for each class then it would be beneficial for entity in satisfying needs of the passengers
and will be able to retain them in the organization for longer duration. WANG’ONDU
R.WAMUCII, (2009) stated that services are intangible products which influence satisfaction
level of customers. Most of the airline companies provide accommodation facilities, online
reservation benefits to the passengers. It helps in attracting more people towards the brand and
help in sustaining them in the organization for longer duration.
Impact of budget on profitability
As per the view of Thai, (2016) budget is the major element which impact on profitability
of business unit to great extent. If airline firm is providing products and services at affordable
rates then it will support attracting more customers towards the brand. These low cost air
travelling is affordable by low or medium income class passengers as well (A study on the
factors affecting customer satisfaction in online airline services, 2010). Thus, they can make
their mind to go to abroad for holiday because it is affordable by them. These customers take
services of these firms which directly increases sales volume of airline firms. That is why budget
is the main factor which help in improving profitability of the business unit.
On other hand Sun and Kim, (2013) argued that budget does not impact on the
profitability of the organization. Passengers generally like to travel in these airlines which
provides them quality services and safer travel. For getting these luxurious travelling facilities
they are ready to pay more amount. If any entity is unable to meet with the expectation of

consumers then they will not buy tickets of these airlines. Thus, it reduces profitability of the
organization to great extent. It is essential for the companies those which are operating in the
aviation industry have to identify specific needs of customers and according provide them
products and services. This can help in attracting more people towards the brand and can help in
increasing profitability of the corporations.
1.4 Research project specifications
Research methodology can be defined as effective tool that supports scholar in addressing
research problems and preparing the project in effective manner. With the help of tools an
techniques researcher can identify root cause of the issues and can find solution of these
problems.
Research philosophy
It is belief of researcher about the way in which data can be gathered on the topic. In the
present study scholar will take support of interpretivism philosophy. With the help of this tool
scholar will be able to collect realistic information about the subject matter. This method can
support in gathering first hand information about airline and address the research problems.
Research design
It refers with the strategy of the scholar of conducting investigation about the topic.
Scholar will take support of descriptive research design. This is great technique which assist in
describing each element well, with the help of this tool scholar can develop understanding level
about the factors which influence satisfaction level of passengers.
Type of research
Present research is qualitative type, scholar will use theories and models in order to
develop understanding about subject matter. With the help of qualitative type of investigation
researcher will be able to reach to the final conclusion
Sampling:
Researcher will use random sampling technique, this is suitable strategy because by this
way scholar will be able to minimize biasness in the investigation. Researcher will involve 10
managers of Easyjet as sample in this investigation.
Data analysis
In addition, thematic analysis tool will be used by the researcher for analysis of data.
Through charts and graphs individual will be able to present the data in effective manner.

Ethical consideration
Scholar will follow ethics and will no copy any information from any website. Individual
will read previous articles and will write it in his own words. Furthermore, researcher will take
permission from participants after getting their written consent questionnaire will be send to
them. Researcher will not force anyone to give their views on the subject matter.
Confidentiality, privacy and no commercialisation
Investigator will main confidentiality in the investigation. All detail of respondents will
be kept save in password protected folder. Individual will not share any detail with anyone for
commercial purpose.
Respect
Scholar will give respect to all respondent and will not humiliate them to give their opion.
1.5 Research plan and procedure
Activi
ties
1th
W
ee
k
2n
d
W
e
e
k
3r
d
W
e
e
k
4t
h
W
e
e
k
5t
h
W
e
e
k
6t
h
W
e
e
k
7t
h
W
e
e
k
8t
h
W
e
e
k
9t
h
W
e
e
k
10
th
W
ee
k
11 12 13 14 15 16 17 18 19 20
Selecti
on of
resear
ch
topic
and
framin
g of
aims
and
objecti

ves
Read
previo
us
literat
ures
Selecti
on of
resear
ch
metho
dology
tools
and
techni
ques
Compl
eting
propo
sal
Data
collect
ion by
Questi
onnair
e
Recor
ding
resear
ch and

carryi
ng out
the
same
Data
analys
is
Discus
sion
and
conclu
sion
Editio
n as
per
feedba
ck and
final
submi
ssion
of
report
TASK 2
2.1 & 2.2 Research questions and Research investigation according to specification and
procedures
Research methodology is the strategic process for collecting in-depth information about
the topic. These research methods are helpful in meeting with the desired objectives.
Research philosophy

This can be defined as paradigm which supports in development of background,
knowledge. Researcher has to take support of different techniques that helps scholar in
investigating the topic effectively in different situations. Investigator has to select appropriate
philosophy as per the nature of investigation. There are many types of philosophies such as
positivism, Interpretivism, realism etc (Pearson, Albon and Hubball, 2015). Positivism
philosophy is directly linked with the objectivism. On other hand interpretivism tool is different
from positivism approach because in this method researcher pay emphases on belief and values.
With the help of this tool's scholar can justify research problems effectively and can draw valid
conclusion related to the study.
In the present research project factors which influence satisfaction level of passengers,
scholar has taken support of interpretivism philosophy. This has supported the scholar in getting
information about the research problems and carrying out the detail in effective manner (Ansara,
2015).
Research design
Research designs can be defined as procedure which are used by scholar in collecting
information and analysing measures. Descriptive, exploratory etc. are various types of design but
scholar has to go with most suitable design so that individual can develop understanding about
the subject matter. In the current study on factor affect satisfaction level of passengers scholar
has taken support of descriptive research design. It has supported in describing each issue related
to the topic well (Wan and et.al, 2014). By this way researcher has become able to give proper
answer of each research problems.
Research approach
It is another method of research methodology which supports in conducting the
investigation in accurate manner. Inductive and deductive are two main approaches and
researcher has to select the tool as per the nature of research project. Present research topic
factors influence customer satisfaction is qualitative in nature thus researcher has taken support
inductive approach. By using theories and models scholar has become able to explain these
points in effective manner (Sessler and Imrey, 2015).
Data collection
It is considered as most important part of research project. By collecting sufficient and
reliable information scholar can draw valid conclusion and can meet the objectives. In the