A Study on Influential Factors of Customer Satisfaction in Ryanair

This research project aims to assess the influential factors impacting customer satisfaction at Ryanair. It begins by defining customer satisfaction and its significance within the airline industry, particularly for Ryanair. The study explores various factors, including service quality, pricing strategies, and complaint/feedback policies, that directly affect customer satisfaction levels. The methodology employs an interpretivism philosophy with an inductive approach, utilizing qualitative research techniques for data collection. Primary data is gathered through questionnaires distributed to UKCBC college students who are Ryanair customers, while secondary data is collected from books, journals, blogs, and Ryanair's official website. The sampling method involves a random selection of participants to ensure a balanced representation. The research seeks to provide strategies for enhancing customer satisfaction within Ryanair by understanding the key elements that drive customer perceptions and loyalty.

RESEARCH PROJECT

TABLE OF CONTENT
TASK 1............................................................................................................................................3
1.1...........................................................................................................................................3
1.2...........................................................................................................................................3
1.3...........................................................................................................................................4
1.4...........................................................................................................................................6
1.5...........................................................................................................................................7
TASK 2............................................................................................................................................8
2.1...........................................................................................................................................8
2.2...........................................................................................................................................8
2.3...........................................................................................................................................8
TASK 3..........................................................................................................................................10
3.1.........................................................................................................................................10
3.2.........................................................................................................................................11
3.3.........................................................................................................................................18
TASK 4..........................................................................................................................................20
Covered in poster..................................................................................................................20
REFERENCES..............................................................................................................................21
APPENDIX....................................................................................................................................23
Questionnaire.......................................................................................................................23

TASK 1
1.1
Aim of the study-
"To assess such influential factors of business that directly impacts upon the satisfaction level of
customers- A study on Ryanair".
Objectives of the research- This is mainly on the basis of above intended goal of the survey that has
subsequently referred to the below stated objectives-
 To interpret the factual concept of customer satisfaction.
 To depict the significance of maintaining the satisfaction level of customers in Ryanair.
 To explore such influential means those directly tend to affect the satisfaction level of
customers in Ryanair. To propose some considerable strategies for raising the satisfaction level of the customers
associated with Ryanair.
Literature review:
Resource implications: In the present research work, the investigator will hereby tend to
implicate distinct set of resources like fiscal sources, manpower resources along with time and
sources of data aggregation, etc. These accessible funds with the surveyor will hereby to generate a
vital significance to conduct an appropriate study in a directional manner (McMillan and
Schumacher, 2014). Apart from which, a limited frame of time will also enable the researcher to
accomplish the survey within stipulated time duration. Beside this, there exist certain secondary
sources of information that do not tend to reflect an easy access by the investigator due to some
definite restraints. All these implications will thereby showcase some critical obstacles for the
researcher while carrying out the study in a suitable manner.
1.2
This section is to specify those factors that have largely contributed to carry out the research
work. In context to which, there existed such varied factors that has supported the investigator to
choose a particular subject matter. A foremost resultant factor is the interest of the surveyor in this
topic of customer satisfaction where it is a huge matter of concern for almost all sort of business
organisations these days (Deng, Lu, Wei and Zhang, 2010). Due to which, investigating in such key
arena of customer service is a supposed to be a considerable work for the researcher. Another prime
reason behind selecting this topic is an apt level of knowledge where the surveyor has showcased a
superior cognition on outlining the facts of customer service. Wherein, to make a substantial

utilisation of such abundant knowledge in an accurate direction, the researcher has selected this
particular topic of research.
Moreover, customer satisfaction is considered to have a broader perspective of investigation.
It is where this particular concept has been widely used by most of the enterprises in order to get a
prosperous future of their business. There existed many investigations of this particular theme that
has depicted very less evident discoverers (Flint, Blocker and Boutin, 2011). However, to minimize
this disparity, the surveyor has hereby selected the following theme for carrying out the
investigation. Wherein, it is together been supported by an elected airline establishment of UK
named Ryanair to determine their conceptual framework of customer satisfaction. For which, the
surveyor has referred to interrogate the scholars of UKCBC college who are acknowledged to be
the regular customers of Ryanair.
1.3
This section plays a very essential role in conducting the entire study in a directional manner
where the researcher is hereby required to critique distinct standpoint of authors. It is basically in
order to assess the set objectives of the study as defined below-
Concept of customer satisfaction
As per the stated clause of Kriz, Gummesson and Quazi (2013), customer satisfaction is an
eminent consideration of almost all sorts of organisations where despite of their different nature of
operations they are hereby required to render prominent services to their associated clients. In
context to which, the entities are hereby acclaimed to adopt such impelling measures through which
they can ensure the satisfaction level of their consumers. Customer services plays a greater role in
assuring the satisfaction level of the consumers where they can directly tend to conduct interviews
with the clients by taking their feedbacks, etc. It is therefore referred to be a continual procedure by
Yoshida and James (2010) where the enterprises are thereby required to consider the two foremost
elements of price and service quality as a mean of measuring the satisfaction level of their clients
and users. With an analogous reference to it, it is thereby important for the establishments to
maintain the quality of their services. This will in turn impel the verdict of their customers in regard
to depict their offered services. This way, the organisations can also refer to acknowledge the
fulfilment level of their clients where a considerable service quality will together affect the purchase
behaviour of consumers in an affirmative way.
Significance of maintaining the satisfaction level of customers in airline industries
Airline industries are closely allied with travel related services with a major importance of
customer service in it. Agbor (2011) has hereby stated that maintaining a high level of client

gratification is a foremost consideration of such service related firms where they are continually
required to acquire generous feedback of their users. In context to which, they are hereby required
to consider some major outlook of customer satisfaction that falls under some classified elements of
delivery, product, price, brand image of the company along with their appointed staff and services.
All these elements greatly contribute in defining the satisfaction level of their customers where the
offered commodities of the airline industries should depict a considerable quality and should be
served by a courteous workforce. Schiff (2015) has hereby specified that an amplified fulfilment of
clients build the overall reputation of the firms by together outlining their profitability ratio. It is
because a satisfied set of consumers will absolutely refer to make continual purchase from the same
enterprise over and over again by together referring it to their close relatives and friends group, etc.
This will in turn result in augmenting the earnings of the airline industries by together raising their
stabilised market shares and revenues.
Explore such influential means those directly tend to affect the satisfaction level of customers in
airline industries
This section has demonstrated those persuasive means of customer service that directly
tends to impact upon the fulfilment level of clients. These factors play a greater role in contributing
the overall success of the organisation where Daniel and Sam (2011) has stated the service quality
to airline industries be the foremost constitute that dignify the satisfaction level of their consumers.
This not only measures the product quality but together depict the adopted mode of serving the
clients by their appointed set of workforce. In context to which, the airline industries should employ
proficient staff members to handle their relative operations of customer service to serve the
upcoming users in a considerable way. Eid (2011) has hereby argued in favour of the pricing
strategies adopted by the airline industries that largely tend to impacts upon the satisfaction level of
consumers. It is mainly due to a high prevalence of competition in the market where a similar range
of services are being offered by correspondent establishments in lower cost to attract large number
of clients towards them. This consequently extend the alternative means of buying the affordable
services under low priced strategy adopted by most of the organisations as a mean of fetching a
liable interest of enormous users. Kassim and Asiah Abdullah (2010) has enlightened the compliant
and feedback policies of airline industries to be another leading reason that greatly impact upon the
satisfaction level of customers. In context to which, they are hereby required to bridge some
considerable measures of responding to the complaints and feedback of their clients and users to
fulfil them on due period of time.

1.4
This section has revealed the adopted methodologies by the investigator to carry out the
research work in a directional manner. There exist such numerous considerations that are required
to be employed by the surveyor while conducting a study as mentioned below-
Research philosophy: It is a foremost deliberation of the researcher that assists in
understanding the factual problem of the investigation in a more sensible manner. There exits two
distinct type of the research philosophies that are known as positivism and interpretivism. It is
where a positivism viewpoint of study has a major accent upon the impartiality of the subject
matter. It is in disparity with another philosophical approach of interpretivism with a leading focus
upon the subjective nature of the selected topic (Choosing appropriate research methodologies,
2015). This will assist the surveyor to make a prime interpretation of the findings and theories of
other investigators who carried a research work on a similar theme. Researcher in the present
investigation work has opted for an interpretivism philosophy of survey that will be based upon the
concept of subjectivity with an assistive measure of humanistic study. This implemented method
will aptly aid the surveyor to duly obtain the framed aims and objectives of the study.
Research approach: This particular measure will aid the surveyor to find suitable solutions
to address the ascertained intents of the research. This is basically done by evaluating the theories
and carrying hypothetical testing where there exist total two types of approaches called inductive
and deductive investigation tactics (Flick, 2011). Both these methods exist with a significant
difference among them where an inductive approach necessitates the investigator to use the research
queries for addressing the aims and objectives of the study. Wherein, another approach called
deductive enlighten the fact of hypothetical testing to frame liable conclusions that are supported by
the acquired facts and findings of the research. In the current research work, the investigator has
opted for an inductive approach in order to accomplish the envisioned goals of the research.
Research technique: This is yet another tactful method in which the surveyor is hereby
required to analyse the gathered set of data in an applicable manner. This is done by two distinct
sorts of techniques known as qualitative and quantitative methods of research (Choosing
appropriate research methodologies, 2015). The surveyor in the recent study has adopted for
qualitative technique to investigate the chosen subject matter. Into which, the concentrated set of
data will reflect different sources with a thematic context for assessing the collected information.
Data collections: This section is the most supportive mean to the researcher with a prior
assistance of collecting attested set of data from the targeted number of responders. For which, there
exists two specific methods of data collection that helps the investigator to gather accurate
information from the respondents. Primary and secondary forms of data collection are those two

commonly used measures that are usually employed by the researchers (Garner and Scott, 2013).
The present study has together reflected these two tactics where through primary data collection
method; the surveyor will directly approach the respondents in order to confirm their answers by
interviewing them via a structured set of questionnaire. Here, the questionnaire will consist of both
open ended and close ended queries in order to acknowledging their factual level of customer
satisfaction. Wherein, the secondary data collection has been done by referring to some previously
established information in books, journals, blogs and authentic online publications like articles
about Ryanair by together referring to their official website to interpret their client’s feedback and
reviews.
Sampling: It is yet another most important consideration of a researcher while conducting a study
where the investigator is hereby required to use a prior method of sampling to distribute the targeted
set of audience into a balanced proportion. This in turn aids the surveyor to easily carry out the
investigation by referring to the designated number of respondents (Flick, 2011). Here exist two
collective methods for sampling known as probability and non-probability methods where the
former tactic is basically to make a random selection of participants. However, tact of non-
probability is to make a purposive selection of audience where the recent investigation has opted for
a random sampling method with 20 students of UKCBC University. These are referred to be the
regular customers of Ryanair’s airline services and have represented the sample size for this
research work.
1.5
It is yet another manageable task by the investigator with a clear depiction of the research
schedule. It is hereby done by following a Gantt chart that has divided the activities that are
required to be carried out by the surveyor as per the stipulated period of time.
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Preparing research proposal
Developing aim and objectives
Investigate background research study
Selection of appropriate research
methodologies
Data collection from primary and
secondary sources
Analysis of the collected data
Develop interpretation and analysis of

the results
Conclusion and recommendations
Submission of draft report
Modifications as per the feedback
comments
Final Submission
TASK 2
2.1
This section is to correspond with the employed resources that have been undertaken by the
investigator for promptly referring to the framed set of research questions. In context to which, the
surveyor has hereby utilised three leading resources (Gay, Mills and Airasian, 2011). Human
resources were the foremost mean through which the researcher has gathered viable responses by
the framed set of questionnaire. Another resource was the time frame where the surveyor has
enlisted varied activities with a set slot of 16 weeks. Fiscal means were the last resource embarked
by the investigator to accomplish the study within the accessible range of funds by dividing it into
distinct set of activities with an employed tactic of activity based costing.
2.2
This section is to depict the undertaken proposal of the survey in accordance to meet with its
agreed procedure and specification. In context to which, the investigator is hereby required to
implement the research plan according to its set specifications (Fiegen, 2010). For which, the
surveyor has hereby communicated with the students of UKCBC Universities to elucidate the
factual intent of the research work. Subsequently after this, the surveyor has thereby acquired the
mail ID of the students for sending them the framed set of questionnaire. On whose basis, the
surveyor has gathered liable set of information by referring to primary sources like questionnaire for
analysing the obtained outcomes to draw valid set of conclusion.
2.3
Theme 1: A major number of scholars in UKCBC referred by the investigator are at a younger
range of age.
Age Frequency Percentage
18 to 21 years 9 45
22 to 25 years 8 40
Above 25 years 3 15

Theme 2: Most of the students are enrolled with the diploma course of travel and tourism.
What educational courses are you pursuing
from UKCBC? Frequency Percentage
Diploma course in Travel and Tourism 8 40
Diploma in Human Resources 4 20
Diploma in Marketing 5 25
Diploma in Law 3 15
Theme 3: A large number of respondents are evident to use the services offered by Ryanair on
weekly basis.
How often do you use the services of
Ryanair? Frequency Percentage
Weekly 7 35
Biweekly 6 30
Monthly 4 20
Half yearly 3 15
Theme 4: The low priced strategy is preferred by most of the responders referred by the
investigator in the current research work.
What do you like the most about Ryanair's
services? Frequency Percentage
Low priced services 9 45
Brand Image 3 15
Promotional schemes 4 20
Wide range of services 4 20
Theme 5: It has been specified by most of the responders that low priced strategy is the key
persuasive factor that directly impact their satisfaction level.
What are the key influential factors that
directly affect your satisfaction level while
referring to buy the offered services of
Ryanair? Frequency Percentage
Low cost strategy 7 35
Promotional offers 5 25
Regular alteration in proposed services 3 15
An active social-media presence 5 25
Theme 6: Most of the respondents are highly satisfied from their own experience of fulfilment
from the proposed services of Ryanair.

How would you rate your own experience in
terms of satisfaction? Frequency Percentage
Highly Satisfied 6 30
Satisfied 5 25
Neutral 3 15
Dissatisfied 5 25
Highly Dissatisfied 1 5
Theme 7: A majority of responders have agreed that they will surely prolong obtaining the
services of Ryanair.
Based on your experience, will you continue
acquiring the services of Ryanair? Frequency Percentage
Definitely, I will. 12 60
Probably, it depends. 7 35
I may not refer to purchase Ryanair's services
again. 1 5
Theme 8: Almost all referred students of UKCBC universities have ensured to refer the services
of Ryanair to their associates and family members.
Will you refer the services of Ryanair to
your friends and relatives? Frequency Percentage
Yes 16 80
No 4 20
TASK 3
3.1
This section has defined some suitable techniques of assessment to justify the assimilated
outcomes of the conducted research work where there exist two different types of methods known
as formative and summative evaluation of the investigation. The formative technique assists the
surveyor to carry out a standardised study on consistent basis from the very beginning that ends up
with some even results (Creswell, 2013). This in turn provides a prior scope to the researcher for
making requisite changes in the conducted investigation. In contradiction to which, a summative
valuation of the research assists the investigator to draw the gathered outcomes of the research after
completing the entire study. It is thus with no such scope of making alteration in the acquired
findings of the survey. The surveyor in the current research work has opted for a formative
technique of appraisal to assure the validity and reliability of the carried investigation.

3.2
Theme 1: A major number of scholars in UKCBC referred by the investigator are at a
younger range of age.

Interpretation- It is on interpreting the above acquired data in which most of the respondents that
have referred to be the scholars of UKCBC University are into the youngest age range. It is where 9
out of 20 are into the age group of 18 to 21 years with another set of 8 students who are in a middle
age range of 22 to 25 years of age. Lastly, a final set of 3 are into the highest age range of 25 years.
This depicts that Ryanair is proven to serve such young segment of clients that requires them to
address some contemporary ways for serving them.
Theme 2: Most of the students are enrolled with the diploma course of travel and tourism.

Interpretation- This is on interpreting the above obtained data from the carried primary research
where a majority of students are registered in the diploma course of travel and tourism with a
configured unit of 8 respondents in it. Whereas, 4 out of 20 referred responders are enrolled in the
diploma course of marketing with 5 in human resources field and 3 in law. This depicts that most of
the scholars are very keen about the travel services of Ryanair and they should thus set up some
considerable measures of serving them.
Theme 3: A large number of respondents are evident to use the services offered by Ryanair on
weekly basis.