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The impact of service expectations on marketing strategies in the UK economy airline industry: A case study focusing on EasyJet - Dissertation Example

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The impact of service expectations on marketing strategies in the UK economy airline industry: A case study focusing on EasyJet

Moreover, this study is quantitative in nature as it involves identifying the impact of customer expectations on marketing strategies of Easy Jet with the help of SERVQUAL model. By selecting a sample of 100 passengers who had travelled through Easy Jet’s airline services, the researcher adopted purposive sampling technique. Survey questionnaire was developed to carry out the primary research. The empirical discussion revealed that SERVQUAL model is a valid and reliable tool which helps in measuring the overall performance of different dimensions of service quality. The results retrieved from the statistical analysis of the primary data highlights that Easy Jet provides quality services to its customers and is very close to meeting the customers’ expectations. Moreover, the regression analysis of the primary data revealed that that the service dimension “Empathy” and “Reliability” are the most excellent performing service attributes of Easy Jet, which implies that the respondents are emotionally attached with using the services of the Easy Jet airline and consider it a reliable source of travelling. Contents 1.Background to the Context 6 2.Research Aims 7 3.Research Objectives 7 4.Research Questions 7 5.Scope of Research 8 6.Significance of Research 8 7.Problem Statement 9 8.Purpose of the Research 9 1.Introduction 10 2.Theoretical Framework 10 2.1.Literature Review 10 2.2.Customers’ expectations and Marketing Strategies 11 2.2.1.What is Marketing Strategy? 11 2.2.2.How consumers’ expectations influence Strategies? 11 2.3.Theory of the Gaps Model 12 2.3.1.SERVQUAL Gaps Model 12 2.4.Importance of Marketing Strategy for Companies and the Low Cost Airline Industry 14 2.5.Factors affecting Marketing Strategies 16 2.6.Trends of Low Cost Airlines for Marketing Tactics 18 2.7.Easy Jet’s Marketing Strategies and Benefits 19 2.8.Factors Influencing Easy Jet’s Marketing Strategy 20 3.Conceptual Framework 20 3.1.Customer Satisfaction 20 4.Summary 22 Chapter 3 23 Research Methodology 23 1.Introduction 23 2.Applied Methodology 23 3.Data Collection 24 3.1.Primary Data Collection 24 3.1.1.Survey Questionnaire 24 3.1.2.Analysis of Primary Research Findings 25 3.1.3.Reliability Analysis 26 3.1.4.Regression Analysis 26 3.1.5.Gap Analysis 26 3.1.6.Sampling 27 3.1.7.Justification for Primary Research Methodology 27 3.2.Secondary Research 27 4.Summary 28 Chapter 4 29 Findings and Analysis 29 1.Introduction 29 2.Reliability Analysis 29 3.Demographic Analysis 29 3.1. Gender 29 3.2. Age 30 4.Descriptive Analysis 30 4.1.Tangibility 30 4.2.Reliability 31 4.3.Responsiveness 32 4.4.Assurance 32 4.5.Empathy 33 5.Gap Analysis 35 5.1.Tangibility 35 5.2.Reliability 35 5.3.Responsiveness 36 5.4.Assurance 36 5.5.Empathy 37 5.5.1.Overall Gap Analysis 37 6.Regression Analysis 37 7.Discussion 42 8.Hypothesis Test 44 9.Summary 45 Conclusion & Recommendations 47 1.Conclusion 47 2. Recommendations for Future Research 48 3.Limitations of the Research Work 49 List of References 51 Appendix-I 55 Survey Questionnaire 55 Table of Figures, Tables and Equatio Figure 1 SERVQUAL Gap Model (Parasuraman et al., 1988) 13 Figure 2 Scattered Plot: Tangibility and Customer Satisfaction 39 Figure 3 Scattered Plot: Reliability and Customer Satisfaction 40 Figure 4 Scattered Plot: Responsiveness and Customer Sati ...Show more

Summary

Abstract This study aims to analyze the relationship between customers’ expectations and marketing strategy in the case of Easy Jet (a low cost airline service company). The case of Easy Jet has assisted the researcher to analyze the relationship between customers’ expectations and marketing strategy in the more deliberate and comprehensive way…
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The impact of service expectations on marketing strategies in the UK economy airline industry: A case study focusing on EasyJet essay example
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