Marketing Research – Mkt 230 Assignment Ii. Research Project Ryanair Customer Satisfaction

Topics: Sampling, Low-cost carrier, Ryanair Pages: 10 (2790 words) Published: August 28, 2013
Marketing Research – MKT 230
Assignment II.
Research project
Ryanair customer satisfaction

Attila Szucs
Student number: 11509315

Table of contents
Problem background and definition3
Research design and data sources (descriptive)4
Sampling design5
Data collection method7
Customer satisfaction survey8
Data analysis11

Ryanair is an Irish, 20-year-old international airline based in Dublin, Ireland. The company is one of the largest low-cost carrier in United Kingdom and Europe. Ryanair operates scheduled-passenger airline serving short-haul, point-to-point flights. In 2012, the Company offered more than 1,500 scheduled short distance flights every day serving 150 airports largely throughout Europe with an operating fleet of 294 aircraft flying approximately 1,500 routes (Box, Byus, 2007). In the fast growing and changing, technology and computer centralized airline industry the Ryanair achieved significant growth and profitability in the very competitive market, as a result of its low cost business model. Ryanair was one of the first airlines in Europe to adopt the low-cost model which aims to offer lower fares, eliminating some comfort and services that were traditionally guaranteed (Malighetti, Paleari, & Redondi, 2009). Ryanair today is nothing but an uncomfortable ride. According to Michael Kevin O'Leary, the chief executive officer of the Irish airline Ryanair: ”people will put up with just about anything for a cheap fare, make it cheap enough, and they might even live with toilet-free planes” (Warnica, 2011). Problem background and definition

-Ryanair voted Europe's worst airline (Smith, 2012).
-Ryanair, the most hated European budget airline (Business Insider 2012). -Ryanair voted least popular short-haul airline (Massey, 2012). -Ryanair bottom of consumer satisfaction poll (Keneddy, 2013). -Ryanair boss labels passenger 'stupid' over boarding pass charge (Smith, 2012). -Ryanair made its loyal customers angry (musicians), they are intended to punish the company with boycott (Smith, 2012). More than 5500 passenger rated different airlines in a customer satisfaction survey referring to range variety of categories from check in process to value for money (Smith, 2012). According to the newspapers’ articles it can be seen that the number of customer complaints significantly increased referring to consumer’s satisfaction, add-on charges and poor services such as: one star ratings for baggage allowance, boarding arrangements, seat allocation, food and drinks. Based on a customer satisfaction survey (563 responses) conducted by consumer magazine, Ryanair achieved only 34% in overall score reaching the 16th place in the table (Massey 2012). In the category of boarding arrangement, baggage allowance, seating allocation and food and drinks the Ryanair achieved only one out of five (Smith, 2012). Many item provided by Ryanair, such as Kit Kat, a bottle of water or a cup of tea, are unreasonably expensive. According to travel supermarket, it can be revealed that the cost of 6 basics item is often more expensive than the ticket. Stephen McNamara, the Ryanair spokesman said that the majority of the customer’s complain is referring to its extra charges. (for instruments, print out the boarding pass, admin fee, web check in fee) Ryanair uses an incredible exchange rate (£1=€1) when the company makes its fees calculation (Smith, 2012).

Referring to the summer of 2014, customers would like to use Ryanair services, but they hope that the airline will attempt to reorganise and increase the quality of its services in order to satisfy its loyal passengers. Research design and data sources (descriptive)

A research design is formulated after the problem has been defined and the approach developed. It is the most important part of the marketing research project which provides a structure how the marketing project...

References: Box, T., & Byus, K. (2007). Successful low cost leadership. Journal of the International Academy for Case Studies, Retrieved from
Business Insider
Dr. Chakrapani C. (2011). Statistical reasoning vs. magical thinking. Retrieved from
Keneddy, K
Malighetti, P., Paleari, S., & Redondi, R. (2009). Pricing strategies of low-cost airlines: The Ryanair case study. Journal of Air Transport Management, Retrieved from
Massey, R
Proctor, T. (2005). Essentials of marketing research. (4th ed.) England: Pearson Education Limited
Smith, O
Warnica, R. (2011). Why Ryanair’s low-cost, high-fee model may be the future. Retrieved from
Wright, K.,B
Zikmund, W.,G., Ward, S., Lowe, B., & Winzar, H. (2007). Marketing research. (Asia pacific ed.) Melbourne: Nelson Australia Pty Limited.
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