Unit 4 Assignment on Customer Satisfaction in Ryanair

Program	Diploma in Travel and Tourism
Unit Number and Title	Unit 4 Customer Satisfaction Ryanair
QFC Level	Level 5

Task 1

1.1 Formulate and record possible research project outline specifications.

Introduction: Travel and tourism is the way through which an individual enjoy its travelling from one place to another. Travellers use different transport facility for travelling from one place to another. One such transport is airlines which are the fastest means of transport but they are also expensive. But there are many airlines in the current scenario which provide high facility at low cost. One such company is Ryanair. This is the Irish based airlines company which is the largest airlines in Europe in terms of both schedule passengers carried and number of passengers it carried. This airline fares are easily affordable by the passengers and travellers. So it becomes important to analyze whether with low cost this company provide best services to its customer and whether the customer are satisfied by the services provided by them. So for accomplish this analysis, a research proposal is initiated through which a research may be conducted for finding the level of customer satisfaction provided by this airline company.

Aim of this research: This research is to study whether the customers are satisfied with the performance of the Ryanair with its low fares and cost and also to analyze whether all the facilities are available to the customers.

Objectives of the research:

• To analyze whether the company is providing all the basic facilities required by the customers.
• To identify whether the customers are satisfied by their services.
• To also check whether customer grievances are cleared over a period of time.
• To also analyze whether the company has gone under sufficient changes for implementing better policies for its development
• To study the behavior of the company’s staff towards the passengers.

Literature review: As per David Mc A. Baker, customer satisfaction is also a basic objective of the airlines industry apart from earning profit. It implies that if business is required to be successful then it requires that customers are satisfied with the performance of the company and their services (David, 2013). It is also observed that satisfied customer are more willing to pay to airlines in regards to the services provided by them. So there is always the debate over the best services also constitutes the high price in that regards. There are also certain complaints in relation to the customer satisfaction whenever services are provided by the airlines company. So company if performing well then it also has to face criticism as well (David, 2013).

Resource implication: For the purpose of conducting research it is most important that resources must be allocated in an effective and efficient manner. Resources for this  research project  will be allocated from different sources. Such as- human resource would be gathered from various sources as they will conduct research. Similarly financial resources would also be accumulated for the purpose of ascertaining the cost and paying of expenses. Apart from that other resources will also be required time to time. If these resources are not available by the researcher then research cannot be completed with accuracy and correctly (David, 2013).

1.2 Identify the factors that contribute to the process of research project selection

There are certain factors that will contribute to the process of research project selection. They are-

• Cost- Cost would play a key role as it will able to decide what would be the estimate price at which research would be comply with
• Reason – the reason for the research is most important factor that contributes for the research to be made. In this case it is required that research be done for the purpose of finding the customer satisfaction received by the passengers in airlines that charge less fares.
• Human resource- Human resource will also be required for conducting this report. As these people will conduct the research.

1.3 Critical analyses on the key references

Analysis is required to identify whether the customer are satisfied with the services of airlines.

Through the research all the data in relation to the satisfaction of customer is determined. Customer satisfaction has become the main focus for the development of the organization in the competitive manner. For accomplishing this research various review of literature is can reviewed.As per Okeudo Geraldine and Chikwendu David U. in a study of service quality on customer satisfaction in low cost airlines industries it states that service quality define the scope for retaining the customer in the market that is competitive in nature. So if services are good then only customer may able to retain in the contact with the company. As with the increase in quality service there is also increase in the rate of customer satisfaction. But with cheap fare it is necessary that there planning in regards to the customer satisfaction does not affect their cost (Okeudo and Chikwendu, 2013).

As per David, Pham in a case study in regards to customer satisfaction at low cost airlines it was stated that facilities are provided as per the level of economy. These airlines insert more seats in the flight to increase the transport facility. It is also important for these airlines to provide services to their customers at the lowest cost that may not become burden to the budget of airlines. So budget for the airlines is required to be made as per the cost that airlines may bear (David & Pham, 2014).

1.4 A research project specification

• Title: Research report on customer satisfaction in Ryanair airlines
• Summary: This research is related to the Ryanair airlines providing satisfaction to its customers in relation to the services provided by them. It is also to focus that with the low fare airlines is able to provide better services to its customer or not.
• Introduction: Ryanair is the airlines company that provides airlines services at low cost. This is the largest airlines network of Europe. These airlines are best known for providing services at low cost that can be affordable by the passengers. So for finding about the satisfaction or dissatisfaction
•  Research objective : Through this research it is to determine whether customers are satisfied with the performance of the Ryanair and all the other facilities provided by it. It is also to ascertain whether company with cheap fare able to live up the expectation of providing services to its customers without going beyond in budget (Ahmad, et. al., 2012).
• Methodology: For conducting the research, data will be collected from primary and secondary data approach. All the data will be collected by questionnaire by survey to the students of the college who has travelled from this airline. Apart from that, information shall be accumulated from journals, books, internet surfing and all other secondary sources (Ahmad, et. al., 2012).
• Analyze and reporting: Analyzing techniques used for research are survey evaluation, systematic peer review, and case study analysis and biblometric metric technique. In this research the best suited technique is implemented for analyzing the data. Similarly reporting shall be performed as per the guidelines mentioned in the report formatting where all the formatting is performed as per the prescribed format.
• Project plan: After analyzing of data the next will be to formulate action plan so that estimation can be ascertain. For this purpose an action plan be made in which all the necessary steps and there estimation date for competition be mentioned. Researcher will try by putting best efforts to conclude the research in the estimated time so that no question of delay may arise (Bamber, et. al., 2013).
• Recommendation and conclusion: After all the procedure and analysis, if researcher estimate that there are some scope for better performance in some areas then it will provide certain recommendation that will help the organization for working for providing better services to its customer. Apart from that a conclusion shall be provided for the research that will be conducted so that result taken out is mentioned along with certain recommendation.

There are certain factors that are required to taken into consideration for making specifications regarding research proposal. They are mentioned below-

• All the topics mentioned in the project are required to be considered while making research report. No topic is omitted.
• Research must not be complex and easily clear to the readers.
• Analyzing techniques must not be complex and tough so that research is conducted without any difficulty.
• Data collection will be as per the methodology so that no consequences arise in future.

1.5 Action plan and its graphical representation

It is a plan in which there is estimation of the time period in which research be concluded. Each and every action for the completion is specified. For conducting this research, an action plan is being made so that research is concluded in estimated time period. Table is shown below along with its graphical representation.

Activities	Particulars	Starting date	Time slot	Completion date	Description
A	Selecting the topic	26 October 2016	2	27 October 2016	Research topic is selected with the help of lecturer.
B	Collecting ground information	28 October 2016	5	1 November 2016	All the information in relation to the research shall be gathered.
C	Data collection	2 November 2016	7	8 November 2016	Data for primary data collection are to be collected by questionnaire through survey.
D	Analysis	9 November 2016	4	12 November 2016	Analysis will be made as per the appropriate technique.
E	Conclusion and recommendation	13 November 2016	2	14 November 2016	A conclusion is given for this research.

Gantt chart

It is estimated that task would be completed within 20 days if the entire task performed as per the action plan.

Task 2

2.1 Match resources efficiently to the research question or hypothesis.

• Research question: There are some research questions set in order to get the adequate information.
• What are the benefits rendered by the customer satisfaction?: There are various benefits rendered by the customer satisfaction in the form of increase in sales, increase in sales revenues, increase in their brand image, increase in goodwill, attain competitive advantage and many more.
• Is customer satisfaction add value to the business of Ryanair?: There is effective value is added by the customer satisfaction to the business of Ryanair as it helps in attracting number of customers towards their business activities. It effectively helps in enhancing their overall performance and increase in the level of quality services.
• Hypothesis: Below are two hypothesis in context to the research question such as: -
• H0- Ryanair is providing sufficient facilities to the customers as per there satisfaction.
• H1- Ryanair is not providing good services to the customers due to which customers are unsatisfied.

2.2 Undertake the proposed research investigation in accordance with the agreed specification and procedures. 

A research is undertaken as per the specification prescribed in the proposed research report. In accordance with that data are collected from primary as well as secondary sources. These sources are used to analyze the data to get the desired result. For this purpose a survey is conducted through the means of questionnaire to the students of the college. This survey is conducted from the students who have availed the services of Ryanair at least once. So as per their experiences they have filled the questionnaire with integrity and without being unbiased. So below a questionnaire is illustrated through which data can be collected (Díaz & Martín-Consuegra, 2016).

Questionnaire:

1. Company charges fare of reasonable amount:

1. Highly agree
2. Agree
3. Neutral
4. Highly disagree
5. Disagree

2. Staff of the airline has polite behavior:

1. Highly agree
2. Agree
3. Neutral
4. Highly disagree
5. Disagree

3.  Customer grievances are heard and solved efficiently:

1. Highly agree
2. Agree
3. Neutral
4. Highly disagree
5. Disagree

4.  Services are as per the fare charged by them:

1. Highly agree
2. Agree
3. Neutral
4. Highly disagree
5. Disagree

5.  Will you like to travel from this airline again?:

1. Highly agree
2. Agree
3. Neutral
4. Highly disagree
5. Disagree

2.3 Record and collate required data

There are two approaches in which data are collected for conducting the research. These approaches are mentioned below-

• Primary collection data approach: Data are collected for the first time from the sources. The data that is collected are from the individuals. This approach is most preferable when there is requirement of the data as per the experiences of the individual. There are different sources from which data are collected. They are questionnaire, surveys, interviews, observations, case studies and many others also. In this research, the best way to conduct it was through commencing questionnaire from the students from their experiences of travelling through Ryanair (Harvey & Turnbull, 2010).
• Secondary source of collecting data: Data are collected from the sources that are already being accumulated and review. These sources are the books, journals, reports, newspaper and many other also. These sources are essential to collect data for comparing as well as for accumulating data for the purpose of referencing. In this research data are collected from books, journals and internet surfing.

Data are collected through the way of survey conducted in the college in the form of questionnaire distributed to the students of the college. It was distributed to 20 students who have experienced the services of Ryanair at least once in their lifetime. Questionnaire is a primary source of collecting data. Similarly books, journals, and internet surfing is utilized (Harvey & Turnbull, 2010).

Respondents

S.no.

Questions

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

1

Company charges fare of reasonable amount

a

b

a

c

a

d

a

b

d

e

a

a

b

b

C

d

d

a

a

a

2

Staff of the airline has polite behavior

a

a

b

a

a

c

d

d

e

a

e

a

a

e

A

b

a

b

b

a

3

Customer grievances are heard and solved efficiently

d

e

a

a

b

c

c

a

a

a

b

b

a

a

B

c

a

a

c

c

4

services are as per fare charged by them

e

a

e

a

b

a

a

a

b

a

b

b

a

a

C

c

a

a

c

d

5

Will you like to travel from this airline again

b

b

a

a

e

c

b

b

b

d

e

c

b

c

B

b

b

a

a

a

Through this questionnaire, it can be recorded that most of the customers are satisfied with the performance of the airlines.

• In question 1, 13 people are agreeing and strongly agree about the fare charged by them.
• In question 2, 14 people are agreed and strongly agreed about staff polite behavior.
• In question 3, 13 people are agreed and strongly agreed about the customer grievances solution.
• In question 4, 14 people are agreed and strongly agreed about the services provided by airline.
• In question 5, 11 people are agreed and strongly agreed about the option on again travelling through these airlines.

So from the above mentioned figures it can be stated that most of the people are satisfied with the performance of the company. There are people who are not satisfied with the services provided by the customers. On majority basis only it can be said that people are satisfied but in total there are people are unsatisfied with the performance of the company (Iatrou & Oretti, 2016).

Task 3

3.1 Use appropriate ‘research evaluation techniques’.

Data are collected from the different sources. So data that are collected are required to be evaluated to continue in the process of completion of research. There are two ways in which evaluation can be conducted. These techniques are important for the research to be successful. So for this purpose these two techniques i.e. formative as well as summative are taken into account. In a formative evaluation technique, evaluation is made at regular time intervals at the various stages of completion of research. Feedback and all other recommendation are made accordingly. So there will be no flaw to be remained in between the research for the execution. A summative evaluation technique is the technique in which evaluation is performed at the end of the research process. Here, in between evaluation are not performed. So in this research the best suited technique is the summative evaluation technique is adopted. This technique is more suitable as evaluation can only be performed as per the data collected and then recorded. So in this scenario summative evaluation technique is used (Mayer, et. al., 2012).

3.2 Interpret and analyze the results in terms of the original research specification by using ‘Frequency’ and/or ‘Percentage’ calculations.

After the evaluation, there is requirement that these be analyzed by proper manner. So given below is the analysis of every question of questionnaire with graphical representation.

Question 1- Company charges fare of reasonable amount:

S.no.	Responses	Number
a	Strongly agree	9
b	Agree	4
c	Neutral	2
d	Strongly disagree	4
e	Disagree	1
	Total	20
	Mean	4
	Median	5

From the above diagram it can be said that company charges fare amount from the customers. And these amounts are affordable by the customers (Mayer, et. al., 2012).

Question 2 Staff of the airline has polite behavior:

S. no.	Responses	Number
a	Strongly agree	10
b	Agree	4
c	Neutral	1
d	Strongly disagree	2
e	Disagree	3
	Total	20
	Mean	4
	Median	6.5

 

From the above diagram it can be analyzed that staff of this airlines are polite in nature and calm as well composed (Mun, 2011).

Question 3- Customer grievances are heard and solved efficiently:

S. no.	Responses	Number
A	Strongly agree	9
B	Agree	4
C	Neutral	5
D	Strongly disagree	1
E	Disagree	1
	Total	20
	Mean	4
	Median	5

From the analysis it can be said that customer grievances are resolved by the service provider. It can be also mentioned that grievances are taken into consideration by the airlines with effectiveness (Mun, 2011).

Question 4- Services are as per the fare charged by them:

S.no.	Responses	Number
a	Strongly agree	10
b	Agree	4
c	Neutral	3
d	Strongly disagree	1
e	Disagree	2
	Total	20
	Mean	4
	Median	6

From the above the analysis it can be said that customers are satisfied with services provided with the fare charged by them (Ringle, et. al., 2011).

Question 5- Will you like to travel from this airline again?

S. no.	Responses	Number
A	Strongly agree	5
B	Agree	9
C	Neutral	3
D	Strongly disagree	1
E	Disagree	2
	Total	20
	Mean	4
	Median	3.5

From the above analysis it can be said that customers are agree with the idea of travelling on this airlines again. There are few people who are not agree but if proper precaution are taken into consideration them it may be reduced (Saleh, et. al., 2013).

3.3 Recommendation

This research report helps to ascertain the level of satisfaction provided by airline service company Ryanair to its customer. It was ascertain that most of the students of the college who were also the passengers were satisfied with the performance of company. But some of the customers were unsatisfied so it become important that these unsatisfied customers views to be analyzed and them proper steps to taken to overcome this problem (Schimmel, 2014). So given below are certain recommendation in this regard.

• Company must train their staff to be more polite and composed. As if they remain calm and composed then only they may able to answer the customers.
• Company also needs to provide new facilities to their customers so that there service level may increase that would again be beneficial to the customers.
• A different cell be made to solve the grievances of the customers so that grievances be solved on time and no problem may arise in future. If people grievances are solved then there are fewer chances that customers remain unsatisfied (Shaw, 2016).
• Company also requires making new strategies to remain in the competition as competition is tough so it become important for company to anchor itself in the high competitive market. Like Easy Jet company also follows the same policy of providing services to its customer at lower cost. So if company does not make new strategies then it would not be able to stand  marketing planning  in the market (Thanasupsin, et. al., 2010).
• Company must focus on providing more services at affordable rate to its customer.
• Company staff is also required to know about the problems so it becomes important that these issues be settled on time (Upadhyaya, M. 2013).

Task 4

Poster

Conclusion

Ryanair Company is providing airline services to its customer at low cost so it become important that company has taken correct options to accomplish its target of customer satisfaction. So if company formulate and implement correct  business strategy  then problem that are associated with the satisfaction of customer be resolved. For this purpose all the recommendation that is prescribed in the research report be followed by the company. If all the recommendation and other strategies are implemented then satisfaction of customers may be increased.

References

Ahmad, M.B., Wasay, E. & Malik, S.U. 2012, "IMPACT OF EMPLOYEE MOTIVATION ON CUSTOMER SATISFACTION: STUDY OF AIRLINE INDUSTRY IN PAKISTAN",Interdisciplinary Journal of Contemporary Research In Business, vol. 4, no. 6, pp. 531.
Bamber, G.J., Kochan, T.A. & Gittell, J.H. 2009;2013;, Up in the Air: How Airlines Can Improve Performance by Engaging Their Employees, 1st edn, Cornell University Press, Ithaca.
Chan, J.K.L. 2014, "Understanding the meaning of low airfare and satisfaction among leisure air travellers using Malaysian low-cost airlines", Journal of Vacation Marketing, vol. 20, no. 3, pp. 211-223.
David J. Snyder & Pham Anh Tai, 2014, "Customer Satisfaction At Low Cost Airlines: A Case Study Of Jetstar Pacific Airlines (JPA)", The Clute Institute International Academic Conference San Antonio, Texas, USA
David Mc. A Baker, 2013, "Service Quality and Customer Satisfaction in the Airline Industry: A Comparison between Legacy Airlines and Low-Cost Airlines", American Journal of Tourism Research, Vol. 2, No. 1, 2013, 67-77, DOI: 10.11634/216837861302317
Díaz, E. & Martín-Consuegra, D. 2016, "A latent class segmentation analysis of airlines based on website evaluation", Journal of Air Transport Management, vol. 55, pp. 20-40.