Impact of Social Media Marketing on Ryanair Customer Satisfaction

This report presents a research project examining the impact of social media marketing on customer satisfaction, specifically focusing on Ryanair airline. The research begins with an introduction outlining the research aim, objectives, and research questions, including identifying the social media marketing tools used by Ryanair, determining the link between social media marketing and customer satisfaction, and recommending effective strategies for improvement. The report provides a detailed literature review, analyzing various academic sources to support the research topic. The methodology section outlines the approach to be taken, and the report includes a timeline for the research process. The project also specifies the resources required, including human, technological, and financial, to achieve the research objectives. The study is structured to identify factors contributing to research project selection, undertake a critical review of key references, produce a research project specification, and develop a plan and procedure for subsequent research, with a focus on the effective use of research evaluation techniques and the interpretation and analysis of results to make recommendations for further consideration.

Research
Project

Table of Contents
Task 1...............................................................................................................................................3
1.1 Formulating and recording possible research outline specifications.....................................3
1.2 Identifying factors that contribute to the process of research project selection.....................3
1.3 Undertaking a critical review of key references....................................................................4
1.4 Produce a research project specification................................................................................5
1.5 Produce plan and procedure for subsequent research............................................................6
Task 2...............................................................................................................................................8
2.1 Matching resources effectively to frame the research questions...........................................8
2.2 Undertake the proposed research investigation.....................................................................8
2.3 Recording and collating the related data...............................................................................8
Task 3.............................................................................................................................................11
3.1 Effective use of appropriate research evaluation technique................................................11
3.2 Interpreting and analysing the results..................................................................................11
3.3 Making recommendations and justifying the areas for further considerations....................13
Refrences.......................................................................................................................................15
Appendix........................................................................................................................................16

TASK 1
1.1 Formulating and recording possible research outline specifications
Aim: Identifying the impact of social media marketing on customer satisfaction- A study on
Ryanair airline
Research objectives:
To identify the social media marketing tools used by Ryanair airline
To determine the link between social media marketing and customer satisfaction
To recommended effective strategies through which Ryanair airline can improve its social media
marketing
Research question:
What are the social media marketing tools used by Ryanair Airline?
What is the link between social media marketing and customer satisfaction?
What are the effective strategies through which Ryanair airline can improve its social media
marketing?
In order to carry out appropriate research there are wide range of topics which has been
developed by the scholar. The topics include impact on customer satisfaction on sales and profits
of a company, to identify effective strategies for enhancing the degree of customer satisfaction,
link between customer satisfaction and competitive advantage etc. Furthermore, from the various
topics available the researcher has opted for conducting investigation on identifying the impact
of social media marketing on customer satisfaction.
It can be stated that the main reason behind choosing this topic was to identify what kind
of impact does social media marketing is having on satisfaction level of customers. The topic is
important for both scholars and business operating in airline industry. The justification for this is
that to students the topic will provide insight into customer satisfaction and for businesses it is
important because it will help in understanding the key social media marketing strategies which
can be used to gain higher degree of customer satisfaction.
1.2 Identifying factors that contribute to the process of research project selection
For the purpose of carrying out the present investigation there is wide range of factors
which has motivated the researcher. For example the use of social media as a platform to market
products and services has increased in the airlines industry. Nowadays, the competition among
businesses in airline sector has become so intense that it is no longer easy for companies to gain

advantage over other market players. Along with this, issues are also faced in attracting new
customers and retaining the old ones. Brands such as Ryanair airline has adopted for a low price
strategy in order to stay competitive in the market and attract more and more customers. Along
with this the brand has also started to use social media as a tool to understand changing customer
demand and market its services. The three other factors which have contributed in selection of
this research are scholar’s interest, the marketing tactics adopted by Ryanaire and growing
importance of customer satisfaction among businesses. The scholar has a deep interest in topic
related to field on online, social media and digital marketing. Along with this, the scholar was
also looking forward to gain insight about the social media marketing tools adopted by Ryanaire.
The growing importance of acquiring higher degree of customer satisfaction is another major
factor which has encouraged the scholar to select this topic.
1.3 Undertaking a critical review of key references
The airline industry of UK has become highly competitive as there are many large and
small businesses operating in this industry. Furthermore, it is not easy for organizations to
sustain in market and attract customers. As per the view of Delcourt and et.al., (2013) businesses
such as Ryanair and Easyjet has adopted a low price strategy in order to attract customers and
competitive with market players such as British Airways. However, Gounaris and Boukis, (2013)
has argued that operating at low cost in present era is not an easy task for companies as they are
being required to take care of wide range of factors. It can be stated that over the last few years
internet has emerged as one of the biggest and most potential tool for selling products and
services. According to Fornell, Morgeson and Hult, (2016) the use of social media marketing has
supported many organizations to create awareness among customers about their respective
products and services.
In the modern era, attaining higher degree customer satisfaction has become very
important for long term success and growth of companies. It can be also expressed that
organizations cannot sustain in long run if customers are not satisfied. In order to gain higher
degree of customer satisfaction, it is required by companies to understand the changing demand
of people in the market and then offer products and services on the basis of the same. According
to Rego, Morgan and Fornell, (2013) nowadays customer satisfaction and social media
marketing posses direct relation with each other to a great extent. The rationale behind this is that
the use of social media marketing tools allows firms to interact with customers at regular basis

and understand their changing need and requirement. On the basis of information gathered
through social media marketing tools, changes can be carried out by companies in order to obtain
higher degree of customer satisfaction. There are wide range of social media marketing tools
which are being used by organizations in the modern era. For example platforms such as
Facebook and Twitter are widely used by businesses in order to understand changing customer’s
needs and demand (Cina, 2013).
Along with this, social media also provides firms with an opportunity to solve the doubts
and concerns of all their respective customers. At present many companies in airline sector has
created their official account of social media such as Facebook and Twitter in order to interact
with customers. In addition to this, the use of these marketing tools also support in creating
awareness among customers regarding the launch of new products and service or modifications
in the existing ones. Therefore, it can be stated social media marketing tools are supporting
businesses to enhance their degree of customers by providing an cost effective platform to
interact with customers. On contrary of this….has argued that it is not easy task for companies to
carry out social media marketing and attain higher degree of customer satisfaction. For example
firms are required to be very active while using the above mentioned platform. Along with this,
they also need to respond very quickly to the doubts and concerns of customers and this is not
easy task. As per the view of Oliver, (2014) there are wide range of factors which influences
level or degree of customer satisfaction. It can be expressed that at the time of carrying out
business practices, it is required by companies to develop effective strategies regarding how they
can deal with all the major factors which influences customer satisfaction.
One of the major and most important among all factors is the quality of products and
services which is provided by companies. High and satisfactory quality directly encourages
people in the market to buy products or services again in the future. Along with this, the
complaint management system developed by companies also affects the degree of customer
satisfaction. In the modern era, people or customers in airline industry are available with wide
range of alternatives and options in terms of buying services. Therefore, if their complaints and
doubts are not being addressed properly, a sense of dissatisfaction is developed among them and
they are no longer interested in buying services of same airlines in future. Prices of products and
services are other major factors which need to be considered while determining the degree of
customer satisfaction level. Offering services at a very high prices and encourage people in the

market to opt for other options or brands available in the market. The reason behind selection of
the above mentioned books and journals was that more accurate, suitable and required
information regarding the topic under investigation was present. This has helped in collection of
more satisfactory and result oriented secondary data for conducting the study.
1.4 Produce a research project specification
The present research will lay emphasis on identifying the impact of social media marketing on
customer satisfaction and for this research Ryanair airline will be taken into investigation.
Title of the study- emphasis on identifying the impact of social media marketing on customer
satisfaction- A study on Ryanair airline
Introduction – In the present scenario, social media has emerged as one of the most potential tool
which is supporting companies to attain higher degree of customer satisfaction. With the help of
present study, the researcher will try to identify how social media marketing tools impact the
degree of customer satisfaction.
Research aim and objectives- The aim of this study is to identifying the impact of social media
marketing on customer satisfaction. Furthermore, identifying the social media marketing tools
used by Ryanair airline, determining the link between social media marketing and customer
satisfaction and recommending effective strategies through which Ryanair airline can improve its
social media are the core objectives of the present study.
Literature review- Literature review reflects the opinions and views of other researchers and
scholars regarding the topic which has been selected for investigation. Furthermore, it helps in
getting more in depth knowledge about the topic which has been adopted.
Research methodology- The section of research methodology includes the major techniques of
research which the research is going to adopt for carrying out research on a particular topic.
Oliver, R.L., 2014. - In this section, the research will be going to present the information
collected from various primary and secondary sources in proper format.
Conclusion and recommendations – It can be termed as the final section of a research project
in which a valid conclusion is drawn on the basis of the entire work or research which has been
carried out by the scholar. Along with this, recommendations are being provided in this part for
future improvements of the organization which has been selected.

1.5 Produce plan and procedure for subsequent research
ACTIVITY/WEEK 1 2 3 4 5 6 7 8 9 10 11
 Determining the topic for
research
 Carrying out discussion
with tutor
 Determining the rationale
behind the study and
significance are defined.
 Literature review is
conducted to collect
secondary data related to
topic,
 Determining objectives and
aim of the study
 For collecting primary
data, researcher approaches
to UKCBC Students
 Selection of research
approach
 Research methodology
used in the study defined
properly.
 Questionnaires related to
impact of reward system on
employee motivation is
developed
 With the help of survey and
questionnaire methods,
information from
respondents collected.
 Arrangement of gathered
information in a
chronological order.
 Thematic analysis
technique is applied to the

present outcomes.
 Interpretation of collecting
data and findings of
research in systematic
manner.
 At the end,
recommendations and
suggestions for further
study are provided.
 Presentation is developed
to present the findings.
 Submission of the report
TASK 2
2.1 Matching resources effectively to frame the research questions
There are wide ranges of resources which will be required for the purpose of carrying out
the current investigation and attain all its objectives. Furthermore, human, technological and
financial are the three major resources needed to get the best possible outcome for the present
research report. The research questions developed and resources used will have direct
relationship with each other. The rationale behind this is that in order to address research
questions such as what are the social media marketing tools used by Ryanair Airline and what is
the link between social media marketing and customer satisfaction, human, financial and
technological resources are needed in order to collect required data and carry out analysis of the
same. There is a direct linked between resources and research which has been carried out. It can
be stated that the use of human and technological resources will help in approaching the
respondents and collecting primary data. Along with this, technological resources will help in
accessing data from different books, online source and recording of the same. Human and
technological resources are also helpful in recording information and carrying out analysis of the
same.
2.2 Undertake the proposed research investigation
Mentioned in Appendix

2.3 Recording and collating the related data
In order to gather information about the level of customer satisfaction and how it is
affected by social media marketing, the researcher has collected information from UKCBC
students. The core reason behind selecting this sample is that students are more suitable sample
to gain information about how social media marketing tools are affecting the degree of customer
satisfaction of students, travelers, tourist in the country. Furthermore, students have also
provided more reliable information on what are the key factors which influences the degree of
their satisfaction. The sampling method which is adopted by scholar is random sampling as the
researcher has approached all the respondents have been selected randomly. Other than this,
secondary and primary are the two major sources of data collection which has been taken into
consideration by the researcher. This has helped in acquiring more detailed and required
information for conducting the study and getting the best possible outcomes. The reason behind
selecting questionnaire as a tool for data collection is that it is very cost effective. Furthermore,
this has supported the researcher in collecting appropriate data within the available amount of
resources such as time and money. Another advantage of using questionnaire is that it has
provided more speedy and accurate results as compared to other methods of data collection.
Questionnaires are also practical in nature and therefore has supported in getting required
information. However, it can be argued that the main drawback of using questionnaire is that one
cannot judge whether the respondents has provided accurate and truthful information or not. The
major risk associated with questionnaire is that if the respondents provide wrong information,
then the entire findings can be wrong and misleading.
Theme 1: majority of the students lies under age group of 15-18 years
Gender
Number of
respondents
Male 18
Female 2
Theme 2: Majority of the students are male
Gender
Number of
respondents
Male 18
Female 2

Theme: 3- Social media has provided updated information in relation with Ryanair
practices
Social media provides you
updated information in
relation with Ryanair
practices?
Number of
respondents
Strongly disagree 0
Disagree 2
Neutral 1
Agree 10
Strongly agree 7
Theme 4: Social media presence of Ryanair is quite high as compared with other airline
companies
Social media presence of
Ryanair is quite high as
compared with other airline
companies
Number of
respondents
No 2
Can't say 1
Yes 17
Theme 5: There are various factors which affects your satisfaction level
What are the factors which influences
your satisfaction level Number of respondents
Price of products and services 2
Quality of products and services 2
Effectiveness of customer complain
management 4
Nature of products and services 2
Level of competition 1
Other than this 9

Theme 6: Ryanair airline is using social media marketing tools for influencing purchase
decisions of students
Ryanair airline is using social media
marketing tools for influencing
purchase decisions of students Number of respondents
Strongly disagree 0
Disagree 0
Neutral 1
Agree 15
Strongly agree 5
Theme 7: social media marketing helps in enhancing the degree of students satisfaction
What are the key benefits of using
social media marketing tools such as
Facebook and Twitter Number of respondents
Enhances level of students satisfaction 14
Cost effective 2
Increases customers base 1
Helps in getting competitive advantage 2
Other than this 1
Theme 8: Various strategies has been adopted by Ryanair airline to gain students
satisfaction and among all strategies low price and social media marketing is very
important
What are the strategies adopted by
Ryanair airline in order to gain higher
satisfaction of students Number of respondents
Low price strategy 3

Social media marketing 4
Changes in products and services at
regular intervals 2
Other than this 1
All of the above 10
Theme 9: Discount and offer is the most crucial information shared with the help of social
media practices
What kind of information is
being shared through social
media practices?
Number of
respondents
Discount and offers 12
Introduction of new services 4
Modification in existing
services 3
All of the above 1
Theme 10: Social media practices of Ryanair has enhanced brand loyalty level among
students
You are brand loyal towards
Ryanair services due to
presence of effective social
media practices?
Number of
respondents
Strongly disagree 1
Disagree 0
Neutral 3
Agree 13
Strongly agree 3
TASK 3
3.1 Effective use of appropriate research evaluation technique
Adaption of an appropriate research evaluation technique is very important for overall
success of a research. Further, with the help of suitable technique, the scholar is able to derive
valid conclusion and obtain desired results of a research carried out. The technique of research