Analyzing Customer Satisfaction: A Ryanair Airline Case Study

This case study delves into the critical aspect of customer satisfaction within the airline industry, specifically focusing on Ryanair. It examines the various marketing factors influencing customer satisfaction, emphasizing its impact on an organization's profitability and sustainability. The research identifies key factors affecting customer satisfaction in the airline sector, explores Ryanair's strategies for enhancing customer satisfaction, and assesses the actual satisfaction levels of Ryanair's customers. Utilizing primary data collected through questionnaires and secondary data from past research, the study aims to provide actionable recommendations for improving customer satisfaction within Ryanair and similar low-cost airlines. The literature review covers the importance of customer satisfaction, its impact on brand positioning, and the competitive advantages it provides. Ultimately, the study contributes to a better understanding of how airline companies can enhance their services to achieve greater customer satisfaction and long-term success.

An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
Research in Psychology
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An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
Abstract
Customer satisfaction is one of the hot topics for companies in the airline sector. Since this
research study is particularly about Ryanair and describes customer satisfaction of the
company; it can be used by the organisations to formulate its strategies with which customer
satisfaction can be increased. The research aims to measure the satisfaction level of
customers in the airline industry; the report specifically assesses the satisfaction level for
Ryanair airlines. The objectives of the study are to measure the existing services efficiency
and customer satisfaction of the Ryanair airlines along with recommending the strategies
which enable them to enhance the service and satisfaction level amongst the customers. The
primary data are collected with the help of questionnaire and secondary data are collected
with the help of past researches and journals. The literature review has covered the several
factors affecting customer satisfaction in airlines, and what all can be done to enhance the
level of satisfaction. The research explores the area of customer satisfaction in airline
industry. 60 respondents have given their honest opinion about Ryanair airlines. The
collected data have been explained and graphically represented in the section of results and
findings. The overall survey says that customers are fairly satisfied with the existing services
of the Ryanair airlines; however there is a huge scope of improvement to enhance the level of
customer satisfaction and to make processes more efficient.
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An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
Table of content
Abstract.....................................................................................................................................2
Table of content........................................................................................................................3
Chapter 1: Introduction..........................................................................................................5
1.1 Background......................................................................................................................5
1.2 Rationale of the study.......................................................................................................6
1.3 Research aim and objectives............................................................................................7
1.3.1 Research aim.............................................................................................................7
1.3.2 Research objectives...................................................................................................7
1.4 Research questions...........................................................................................................7
Chapter 2: Literature review..................................................................................................9
2.1 Chapter introduction.........................................................................................................9
2.2 Importance of customer satisfaction................................................................................9
2.3 Customer satisfaction in the airline industry..................................................................10
2.4 Factors affecting customer satisfaction in Ryanair........................................................12
2.5 Customer satisfaction in Ryanair...................................................................................14
2.6 Measures to enhance customer satisfaction in Ryanair..................................................15
2.7 Gap in literature..............................................................................................................17
2.8 Conclusion......................................................................................................................17
Chapter 3: Research Methodology.......................................................................................18
3.1 Chapter introduction.......................................................................................................18
3.2 Research Philosophy......................................................................................................18
3.3 Research Approach........................................................................................................19
3.4 Research Strategy...........................................................................................................20
3.5 Research Design.............................................................................................................20
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An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
3.6 Data Collection...............................................................................................................21
3.6.1 Sampling.................................................................................................................22
3.7 Limitation of the research...........................................................................................22
3.7.1 Ethical consideration...............................................................................................23
3.8 Conclusion......................................................................................................................23
Chapter 4 Results and findings.............................................................................................24
Chapter 5 References.............................................................................................................33
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An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
Chapter 1: Introduction
1.1 Background
The business of an organisation is affected by various marketing factors such as customer
satisfaction, prices of products or services, customer targeting and many others. Various
scholars argue that the level of customer satisfaction is the most important factor, which also
levies significant effects over the profitability of organisations (Hapsari et al., 2016). For this
reason, it becomes essential for companies to look for the demands and needs of their
customers and the approaches, which are considered for meeting those needs. Evaluation of
customer satisfaction becomes important for the organisations active in the aviation sector.
This is because airline companies have a service-based business model in which the
satisfaction level of customers may directly affect the revenues and other financial aspects of
the business.
Ryanair is a well-reputed company, which is known for providing low-cost air travel services
to its customers. The organisation was established in the year 1985 in Ireland. In the context
of Ryanair, it has been found that it was introduced with a share capital of 1£ with 25
employees. Initial operations in Ryanair included travel services from Waterford to London
Gatwick, and now it has become a popular airline in which around 67 million passengers
served by Ryanair annually (Cooper, 2018). Ryanair is the employer to more than 13000
people and operates mostly in European countries. These may include Ireland, UK, Germany,
France and many others. One of the noticeable features that make Ryanair different from
other companies in the aviation sector is extremely low price strategy considered for
providing different services to its customers.
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An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
This research work is an analysis of customer satisfaction in the airline industry. The
company chosen for this purpose is Ryanair. The research is exploring the level of
satisfaction of the customers of the company with the services that are provided at airports.
Not only this, but, evaluation of the factors that affect the customer's satisfaction in the airline
industry, is also made concerning Ryanair. Along with this, the research study is also
exploring the approaches which are considered in the organisation to enhance customer
satisfaction and how it is affecting the profitability and sustainability of Ryanair in the airline
industry.
1.2 Rationale of the study
This research study is containing much information, which makes it important to future
research works. Customer satisfaction is one of the hot topics for companies in the airline
sector. Since this research study is particularly about Ryanair and describes the ways in
which level customer satisfaction can be enhanced; therefore, it can be used by the
organisations to formulate its strategies with which customer satisfaction can be increased.
Further, there is much information about the current customer level and the factors associated
with customer satisfaction in Ryanair. This information may allow organisations in the airline
sector to focus on customer services if the research work is published. This research is
developing an understanding of how managers in airline companies such as Ryanair and
many others can improve their services to acquire more customer satisfaction in their targeted
business markets. As far as usability of the current research work is considered for future
researches; it can be said that facts and information described in this research study may act
as guidelines for future scholars who wish to execute research on the same or similar topic.
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An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
1.3 Research aim and objectives
This research study has been accomplished considering an aim for which various research
objectives, are formed. These aim and objectives are described in the following manner.
1.3.1 Research aim
The aim of the research study is to the analysis of customer satisfaction in the airline
industry. The research work particularly aims at customer satisfaction in Ryanair.
1.3.2 Research objectives
There are many research objectives for accomplishing this study, which include:
 To determine the factors that may affect customer satisfaction in the airline industry
 To evaluate the approaches that are considered in Ryanair for enhancing customer
satisfaction
 To analyse the satisfaction level of customers that make use of the services provided by
Ryanair
 To recommend certain approaches or measure through which customers satisfaction in
Ryanair can be enhanced
1.4 Research questions
There are many questions, which will be answered in this research study. These research
questions are described in the following way.
 What are the factors that may affect customer satisfaction in the airline industry?
 What are the approaches that are considered in Ryanair for enhancing customer
satisfaction?
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An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
 What is the satisfaction level of customers that make use of the services provided by
Ryanair?
 What approaches or measure can be recommended through which customer’s satisfaction
in Ryanair can be enhanced?
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An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
Chapter 2: Literature review
2.1 Chapter introduction
This chapter in the research study is providing a theoretical framework as it contains the
information described in various other research works on a similar topic. For this purpose,
facts and information illustrated in books, journal articles and websites are mentioned in this
chapter.
2.2 Importance of customer satisfaction
Saadat et al., (2018) has explained in their research work that customer satisfaction plays a
considerable role in determining the profitability and sustainability of an organisation. The
scholar indicates that organisations customer, which remain satisfied with the products or
services offered by an organisation, also show a high degree of loyalty (Calder, 2017). These
customers usually become frequent users of services and products of the organisation. In the
scenario, where customers of an organisation are not satisfied; it is found that customers may
give preferences to other companies. This way, it can be interpreted that high customer
satisfaction is accountable for making customers committed towards an organisation. High
customer satisfaction may result in more sales of products and services offered by a
company, which ultimately enhances profitability.
Further, customer satisfaction can also be analysed against competition (Schminke, 2015).
Different studies show the organisations in which customers are satisfied withstand ahead of
their competitors in the business markets. When customers become satisfied with the quality
of products and services, prices and many other factors; probabilities for the purchase of the
same products or services become high (Baker, 2014). In this case, sales in organisations
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An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
increases, which reduces the factor of competitive rivalry also. This way, it can be interpreted
that customer satisfaction has an antagonistic relationship with the competitive rivalry of an
organisation.
Barnes, (2017) found in his research work that acquiring a high level of customer satisfaction
is essential for the organisation as it has significant effects over the brand positioning.
Customers, when gratified with the services of an organisation, share their experiences with
peers, friends, relatives and many others (Wohlbrück, 2017). The scholar further describes
that most of the organisations nowadays exhibit the approaches of acquiring feedbacks and
sharing them over their websites and in social media. In such cases, if customers remain
satisfied with the policies, products and services of the organisation; they provide positive
feedback to the organisation. Other potential customers acknowledge these feedbacks and
also enhance the positioning of the brand in its business sector.
From the above analysis, it can be said that customer satisfaction may help an organisation to
become more competent and productive. Therefore, it is highly essential for organisations to
develop approaches to enhance customer experiences.
2.3 Customer satisfaction in the airline industry
Research work of Sefanov (2018), indicate that customer satisfaction is highly important for
organisations that are operating in the airline industry such as Ryanair and many others.
Source of generating revenues for these organisation are the services that are provided to the
customers. Air ticketing, airport pickup and drop, lounges, in-flight facilities and services
may affect the experiences of the customers during their trips (Lawton, 2017). Quality of
these experiences can make travellers and customers satisfied or dissatisfied with the services
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An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
of an airline. The study reveals that low prices of the flight tickets may have significant
effects over customer satisfaction in Ryanair. However, it is not always true as many sources
indicate that poor inboard facilities may exhaust the customers despite the low prices paid for
the tickets. The study reveals that expectations of customers for the quality of services are
usually very high even in low-cost airlines. Therefore, cuts in prices of tickets cannot always
satisfy the customers.
Düsseldorf, (2016) describes that it is essential for Ryanair to consider the factor of customer
satisfaction while operating in their business markets. Higher customer satisfaction can allow
the organisation to acquire more customers and business opportunities as satisfied customers
are likely to recommend the airline to their relatives and which is a business enhancing factor
(Moyle, 2018). For this purpose, customer satisfaction surveys are being carried out in the
organisation after completion of the trip through emails. Evaluation of customer satisfaction
can be an excellent approach in Ryanair to acquire continuous improvement and retain their
customers. Experiences and feedbacks given by the customers of the organisation on the
services experienced can be useful for the Ryanair in the formulation of new customer
services and improvising the existing ones (Cooper, 2018). Along with this, it is also seen
that after acquiring feedbacks management in Ryanair consider providing solutions to the
issues and challenges faced by customers. These approaches are accountable for enhancing
the experiences of customers.
Belobaba et al., (2015) have found in his research work that approaches and practices for
enhancing customer satisfaction in Ryanair may have a valuable contribution in finance
generation and excellence of the organisation in the airline industry. There is much effect of
customer satisfaction on outcomes of marketing and promotion (Bamber et al., 2013). If, the
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An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
customer of Ryanair become satisfied with the services provided by the company; then, their
trust and loyalty towards the organisation increases, which also bring more business
opportunities. Since Ryanair is a low-cost company in airline sector; therefore, customer
retention is highly important for acquiring sustainability and enhancing profitability, which
can only be achieved with high customer satisfaction (Kalaiarasan et al., 2015). This way, it
can be interpreted that customer satisfaction plays an unimaginable role in shaping the
pathways for growth and development for Ryanair.
Further, there are number of tools, which can be considered by organisations to measure the
level of satisfaction of the customers such as six sigma and many others (Moyle, 2018). In the
airline industry, the application of six sigma tool can highlight approaches considered by
organisations for improving the quality of its services and mitigating the loopholes and gaps.
It can be said that six sigma tool indicate the gap between the expected service quality from
customers’ end and the delivered services by airlines. More gap in expected and delivered
services indicate low customer satisfaction.
2.4 Factors affecting customer satisfaction in Ryanair
There are many factors, which are accountable for affecting the level of customer satisfaction
in Ryanair. Snyder, (2014) explains in his research work that quality of service is one of the
biggest factors influencing customer satisfaction in Ryanair. On this basis, there can be two
types of services qualities, either good or bad. Good services provided to the customers can
gratify their experiences, which ultimately enhances their satisfaction level and also increase
loyalty towards the company (Tolpa, 2012). Further, it is also found that the speed of service
also plays a significant role in affecting customer satisfaction. Late and lethargic services
provided at airports can make customers frustrated and angry with the organisation despite
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