Ryanair Airline: Social Media Marketing and Customer Satisfaction

This research project investigates the impact of social media marketing on customer satisfaction, focusing on Ryanair airline. It aims to identify the social media tools used by Ryanair, determine the relationship between social media marketing and customer satisfaction, and recommend effective strategies for improvement. The research employs both primary and secondary data collection methods, utilizing random sampling with a sample size of 20 UKCBC students. An inductive research approach and exploratory research design are used, with qualitative data analysis conducted through thematic analysis. The findings are presented through various themes, including age, gender, the perceived informativeness of Ryanair's social media presence, and key factors influencing customer satisfaction. The research also explores the use of social media marketing tools in influencing purchase decisions and the benefits of platforms like Facebook and Twitter. Key strategies adopted by Ryanair to enhance customer satisfaction are examined, along with the types of information shared through social media. Finally, the project assesses brand loyalty towards Ryanair due to effective social media practices and proposes future research topics, including customer relationship management, compensation for flight delays, and the provision of full package tour services. The data presented in the form of graphs and charts, which is analysed to provide insights on research objectives.

RESEARCH PROJECT
Task 4

AIM
Identifying the impact of social media
marketing on customer satisfaction- A
study on Ryanair airline

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

RESEARCH QUESTIONS
 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?

RESEARCH METHODOLOGY
 Data collection- Primary and Secondary
 Sampling – random sampling
 Sample size – 20 UKCBC Students
 Research approach – Inductive
 Research design – Exploratory
 Data analysis – Qualitative

DATA ANALYSIS
Thematic analysis

THEME: 1- AGE
15-18 years
80%
18- 23 years
10%
23 and above years
10%
Age

THEME 2: GENDER
Male
90%
Female
10%
Gender

THEME 3: SOCIAL MEDIA PROVIDES YOU UPDATED
INFORMATION IN RELATION WITH RYANAIR PRACTICES
Social media provides you updated information
in relation with Ryanair practices
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

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
No
Can't say
Yes

THEME 5: WHAT ARE THE KEY FACTORS WHICH
INFLUENCES THE DEGREE OF YOUR SATISFACTION
What are the key factors which influences the degree of your satisfaction
Price of products and services
Quality of products and services
Effectiveness of customer
complain management
Nature of products and services
Level of competition
Other than this

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
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

THEME – 7 WHAT ARE THE KEY BENEFITS OF USING SOCIAL
MEDIA MARKETING TOOLS SUCH AS FACEBOOK AND TWITTER
Enhances level
of customers
Cost effective Increases
customers base
Helps in getting
competitive
advantage
Other than this
0
2
4
6
8
10
12
14
16
What are the key benefits of using social media marketing tools such as Facebook and
Twitter
Number of respondents

THEME – 8 WHAT ARE THE KEY STRATEGIES ADOPTED BY
RYANAIR AIRLINE IN ORDER TO GAIN HIGHER DEGREE OF
SATISFACTION OF STUDENTS
What are the key strategies adopted by Ryanair airline in order to gain higher degree of
satisfaction of students
Low price strategy
Social media marketing
Changes in products and services
at regular intervals
Other than this
All of the above

THEME – 9 WHAT KIND OF INFORMATION IS BEING SHARED
THROUGH SOCIAL MEDIA PRACTICES
Discount and offers
60%
Introduction of new
services
20%
Modificaiton in existing
services
15%
All of the above
5%
What kind of information is being shared
through social media practices

THEME 10 YOU ARE BRAND LOYAL TOWARDS RYANAIR
SERVICES DUE TO PRESENCE OF EFFECTIVE SOCIAL MEDIA
PRACTICES
Strongly disagree Disagree Neutral Agree Strongly agree
0
2
4
6
8
10
12
14
You are brand loyal towards Ryanair services
due to presence of effective social media
practices
Series1

THE THREE NEW TOPICS FOR FUTURE RESEARCH IS
PROVIDED BELOW AS:
 Customer relationship at Ryanair airline- In future research and studies can be
conducted on topic such as effective strategies which can be used by company to
develop and maintain long term relationship with all customers.
 Compensation for delay flights- Apart from the above mentioned topic research can
be also conducted on topics such as determining the satisfactory compensations which
should be paid by airlines in situations of delay in flights. Here, data from customers
and managers can be taken to gain accurate and reliable results.
 Providing full package tour services - In future research can be also carried out on
topics such as identifying the key services which can be provided in full package tour
by airlines industry.