Quality Management in Hospitality: Ryanair Case Study Report

This report provides a comprehensive analysis of the quality management challenges faced by Ryanair, a low-cost airline. It examines the underlying reasons for poor quality, including the impact of COVID-19, Brexit, and high customer expectations coupled with potentially low-skilled staff. The report assesses Ryanair's financial capabilities and the competency of its employees to address these issues. It utilizes the SERVQUAL model to identify gaps in service quality and proposes recommendations for improvement, including the implementation of the PDCA cycle and adjustments to firm policies. The analysis highlights the importance of adapting to changing market situations and enhancing employee training to improve service delivery and customer satisfaction within the hospitality sector.

Managing Quality in
Hospitality, Tourism
and Events

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
Outline 3 underlying reasons for poor quality that may have impacted Ryanair.............................3
Examine to what extent Ryanair has the financial capabilities and competent employees to
improve quality................................................................................................................................5
Recommendations for improving quality........................................................................................8
CONCLUSION....................................................................................................................................9
REFERENCES...................................................................................................................................10
Books & Journal:...........................................................................................................................10

INTRODUCTION
In hospitality industry, providing of services & other products with proper quality is
essentials. In this sector, it is essential to focus on increasing satisfaction level at higher scale
(Abou-Khalil, 2020). Main aim of this report is to analyse the issues faced by Ryan Air. Ryan Air, a
low cost airline industry headquartered in Ireland. The firm deals in providing airline services at
low & affordable prices. It has many subsidiaries such as Ryanair DAC, Malta Air, etc. This report
comprises of reasons for poor quality affecting firm, financial capabilities & competent
employees to improve quality & recommendations.
MAIN BODY
Outline 3 underlying reasons for poor quality that may have impacted Ryanair.
In business sector, it is important to provide better quality of products as well as services
to public, clients, customers so that goodwill of firm increases at higher scale. With change of
situations, it is difficult to provide higher satisfaction level to targetted customers. For example-
There are many three types of reasons for quality provided by Ryanair that is explained below-
Three reasons-
Impact of COVID 19
This is first most important reason for poor quality of selected company as this has change
the overall business structure in market. Due to this ongoing pandemic situation, it has become
difficult for selected entity to operates globally in smooth manner. This is because many refunds
has been made to travellers who asked for it during this pandemic situation. It created a negative
impact on their profitability. It has been also seen that many staff has also lost their jobs which
leads to difficulty in managing of operations & functions that leads to poor quality. According to
review based consultancy firm SKYTRAX, they have given three star rating to Ryan Air because
of their poor based quality (Achmad, 2017).It includes various affect the business due to pandemic
situation of COVID-19 in order to reducing profitability and productivity of company. Due to lock
down period most of the business operation are wind up due to incurred heavy loss. On that basis
organisation using various measures such as adapting effective management system which helps to
improving performance of company. Mangers of company using leadership style in order to
motivating and encouraging team members towards the work performance which helps to
achieving organisation goal and objective of company. There are ample numbers of ways which
helps to organisation in order to increasing their profitability and developing brand image in the
marketplace. It is essential to for any organisation due to heavy loss of COVID-19 situation so

organisation again set up their business units in order to serves to the customers.
Brexit & Change of market situations
It is another reason for poor quality of Ryan air in which due to frequent change of market
situation of airline industry chosen corporation has to change their policies & strategies (Aftab,
2016). This change their way of doing business & it also affected their quality of providing services.
Thus, it is not possible for them to make effective decisions. Moreover, due to impact of Brexit they
have been unable to target customers & widen their service in U.K at larger scale. On that basis
organisation affect the business operations in order to market situation are not good because
decreasing demand of products and service so their affect productivity and profitability of company.
In relevance of organisation, it includes changing their policies and decision making process after
Brexit situation so they affect the whole business. Due to this organisation not serves the more
customers and also deceasing the quality of products and services. There are ample numbers of
tools and techniques in order to organisation used which helps to smoothly run their business
operation which result as increasing productivity and profitability of company. Organisation
analysed the market situation and condition with help of various tools and evaluate those factors
which influencing business operations.
Higher expectations & low skilled staff-
It is also important reason for poor quality of Ryan Air, in which it shows that due to high
expectations & changing demands of customers company has been unable to cope with with thgeir
changing demands. Due to high expectations & work load, poor quality is being employees are
unable to focus on their core roles that results in poor service delivery. Moreover, the HR
department has been unable to recruit skills staff due to which key functions are unable to carry out
in proper manner. HR department plays vital role in order to providing the training to employees
which helps to improving their performance and easily achieving organisation goal and objective of
company. In context of organisation, it affect the business productivity due to low skilled and less
knowledge of employees which cannot performed business function effectively so directly impact
on business profitability and performance of company. On that basis impact the brand image at
marketplace and they not providing high quality products and services to customers. It is service
industry so essential to providing good quality products and services. It refers to highly impact the
business operations due to unskilled staff so they cannot developing brand image in the mind of
customers.
SERVQUAL Model ( Gap Model)
According to this model, it refers to analysing & examining of gaps between perceived &

expected service (Antunes, 2017). This model comprises of different types of gaps which are further
explained below-
Gap 1: Gap between Management Perception and Customer Expectation
This is first gap in which it depicts & arises when services providers are unable to examine
exact needs of audience or customers. In relevance of Ryan air, they do not conduct proper market
research & do not carry out segmentation which leads to Gap 1 (Emerenciano, 2017).
GAP 2: Gap between Service Quality Specification and Management Perception
This is second stage in which it stated that needs of customers are identified by company but
they have been unable to fulfil the services according to set standards. In reference of selected firm,
employees are administrative staff are present but are slow in response to a specific customers.
GAP 3: Gap between Service Quality Specification and Service Delivery
It is another gap which arises due to service of personnel in firm. In relevance of chosen
entity, they do not provide specific training to their employee which leads to bad service delivery to
customers (Jalilvand, 2018).
GAP 4: Gap between External Communication and Service Delivery
It is type of a gap which arises at time when guarantee & statements made by firm is not
met with expectation of customers. It demotivate the end users towards brand service process. Thus,
in reference of chosen company they have been also unable to deliver high quality of services to
customers.
GAP 5: Gap between Experienced Service and Expected Service
It is last one in which it shows misunderstanding of customer regarding service quality. For
example – Ryan Air do promotion & advertising of a brand aggressively &it is misinterpreted by
customer that regarding their quality.
Thus, stated matter shows that poor quality has affected brand image at wide range. It is
important to be aware about these reasons & Gap model so that it is easier to make appropriate
decisions about how quality can be improved. Further, it is also crucial to understand this model as
it help in determining of how these poor quality occur within business.
Examine to what extent Ryanair has the financial capabilities and competent employees to improve
quality.
Financial capabilities is defined as ability of enterprise liquidity, solvency & ability to raise
capital for business operations & functions. It is essential to be aware about financial capability of
firm so that decisions making is carried out effectively (Lau, 2018). In context of chosen firm, their

financial capability is being affected & has profit as well as loss. Moreover, their financial
capabilities has been affected by competition and competency of employee need improvement.
Financial strategy of Ryan Air
Capabilities-
Ryan Air is known brand which increase their value market on basis of which they are able
to generate loans, debt from financial institutions, banks, etc. in convenient manner. Due to their
strong financial capability, it is easy for them to operate globally in proper manner. Also, they have
wide range of financial resources on basis of which they are able to implement strategies, make
decisions appropriately (Mojaveri, 2019).

Ryan Air change in profit
The above shown picture shows that Ryan Air has strongest balance sheet history in airline
industry. It is seen that they need more improvement in their financial capabilities due to
uncertainties of market situations (Parnell, 2019).
Competency of employee to improve-
It is often seen that improving competencies leads to better work efficiency & higher output.
It is essential to focus on this improvement by Ryan Air so that they are able to accomplish
objectives appropriately. There are various ways of improving this competency which are discussed
below-
 Voluntary training- This is an effective way of improving competency in which training is
being given and inherited through motivation & resources. Also, there are various types of
resources through which learning is done such as e- learning programs, manuals, articles etc.
In relevance of selected firm, they need to provide this training to employees.
 Challenge- It is another way of improving competency level of employees. As, in this
challenging task are provided & assigned to subordinates through which they get motivated
at higher level.

Recommendations for improving quality
From above examined concept, it has been stated that to improve quality it is crucial to
identify weak ans strong areas so that improvement is done in correct way. Improving quality is
time consuming process which require deep level of understanding & knowledge about relative
field. So, to improve quality, PDCA cycle is being used by Ryan Air which is described below-
 PDCA Cycle-
It is also known as problem solving cycle is used required to be used by selected
corporation. It is most effective way of
It includes various stages which are discussed below-
Plan-
This is a stage in which main aim is to examine & identify the actual problem which is
needed to be fix so that planning is done accordingly. In relevance of chosen entity, their actual
current problem is change of market situations & increase of high wages rate.
Do-
It is second stage in which actual problem is evaluated & considered with proper manner.
Moreover, it also shows that solution for identified problem is developed at this stage. It is essential
to implement planning so that problems are solved appropriately. In context of Ryan Air, they have
adopted a solution for problem which is conducting appropriate level of market research in targetted
field.
Check-
In this aspect of cycle, it reflects the impact of actual implementation solution for a
identified problem. It is important to focus effects of adopted solution so that evaluation is done
accordingly. In relevance of chosen corporation, they have hired a new research & development
team which assist them in collecting of data & using it in effective manner.
Act-
It is last aspect of cycle in which it shows that continuous level of monitoring and measure
is to be carried out & if need to be aware if any changes are to be made. Through this, it is easy to
improve effectiveness & make new changes in most efficient way. In relevance of chosen entity,
they track their progress of adopted solution & made change whenever there is need.
There are also other recommendations to improve quality & which can be adopted by Ryan
Air which are described below-
 It is recommended to Ryan Air that they should have a change their firm policy so that it is
easy for them to make decision with changing market situations. Through focusing on this
step leads to using of resources at optimum level.

 Further, it is also recommended that they need to hire skilled employees & staff who has
ability to deliver better output within period of time. It is responsibility of HR manager to
make assure that recruitment & selection procedures are carried out in proper manner.
 Moreover, to improve financial capabilities they should properly examine their profit and
loss statement & update them regularly on basis of which everything in controlled.
 It is also recommended that they can opt concept of TQM which is known as Total Quality
Management which is helpful for improving quality procedures of management of firm.
 Concept of Total quality Management- In business sector, quality play important role in
products and services which are delivered to customers and public. Quality management is
refers to process of overviews & managing the activities, tasks to achieve high level of
excellence & satisfaction. It is a critical process which is needed to be adopted in proper
manner. In relevance of selected firm, they too focus & adopt this concept so that brand
objectives are achieved in most efficient way (Abou-Khalil, 2020). Manager of firm make
assure that appropriate measures, techniques & other processes are carried out with proper
considerations. With adapting of this concept makes it easy to for firm to engage &
increase customer base at wider scale. This concept mainly focuses on ensuring quality of
product or services at higher aspects. It involves important process of total quality
management which is focused by enterprise & comprises of following stages which are
mentioned below-
Quality assurance- In this stage, it focuses on examining of quality assurance in which it
ensures about whether product is made of up-to quality or not. Through assuring quality, it is easy to
use those products as competencies. In context of chosen corporation, they need to assure the
quality of their product & services. TQM & PDCA are both integrated with each other & it is
essential to focus on these so that Ryan Air is able to improve their service quality at higher aspect.
Therefore, it has been evaluated that from above explained recommendations they are
needed to be adopted so that benefits are gained & objective of enhancing quality is achieved.
Furthermore, focusing on these recommendation will help in elimination of problem & risks.

CONCLUSION
After a brief analysis of above report, it has been concluded that quality is crucial element
which is needed to be adopted in most appropriate way. With this rise of competition in business, it
it is necessary to provide total satisfaction to customers by delivering them wit high quality.
Discussions has been made about reasons for poor quality, financial capabilities & competency of
staff and framework for improving quality such as PDCA cycle & TQM concept. Therefore, it has
been evaluated that it is necessary to be aware about importance of quality management within
business field as it help in accomplishing of enlarging customer base.

REFERENCES
Books & Journal:
Abou-Khalil, 2020. Does the Political Candidate’s quality Lead to satisfaction? Transposition of the
SERVQUAL model to Politics (VOTQUAL): Case of the Loyal Lebanese Voter.Journal of
Political Marketing, pp.1-16.
Achmad, 2017. The effect of competency, motivation, and Organizational culture on the employee
performance at the jayakarta hotel, bandung, Indonesia. Journal of Business on Hospitality
and Tourism,2(1), pp.120-130.
Aftab, 2016. Service quality in public and private hospitals in Pakistan: An analysis using
SERVQUAL model.Apeejay-Journal of Management Sciences and Technology.
Antunes, 2017. The relationship between innovation and total quality management and the
innovation effects on organizational performance. International Journal of Quality &
Reliability Management.
Emerenciano, 2017. Biofloc technology (BFT): a tool for water quality management in
aquaculture.Water quality,5, pp.92-109.
Jalilvand, 2018. Total quality management, corporate social responsibility and entrepreneurial
orientation in the hotel industry. Social Responsibility Journal.
Lau, 2018, October. Raising Employee Competency and Productivity through Best Practices in
Promotion and Goal Setting. In SPE Asia Pacific Oil and Gas Conference and Exhibition.
Society of Petroleum Engineers.
Mojaveri, 2019. Presenting modified Servqual model to evaluate flight attendant services: Iran Air
case study.Journal of Airline and Airport Management,9(1), pp.14-23.

Parnell, 2019. Capabilities, strategies and firm performance in the United Kingdom.Journal of
Strategy and Management.
Pipatprapa, 2017. The role of quality management & innovativeness on green
performance.Corporate Social Responsibility and Environmental Management,24(3),
pp.249-260.
Saleem, 2017. Impact of service quality and trust on repurchase intentions–the case of Pakistan
airline industry.Asia Pacific Journal of Marketing and Logistics.
Sinthupundaja, 2019. Internal capabilities, external cooperation and proactive CSR on financial
performance.The Service Industries Journal,39(15-16), pp.1099-1122.