StudentShare solutions
Triangle menu
  • Home
  • Subjects
  • Marketing
  • The impact of service expectations on marketing strategies in the UK economy airline industry: A case study focusing on EasyJet

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

Not dowloaded yet

Extract of sample
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


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…
Author : ashtonkshlerin
The impact of service expectations on marketing strategies in the UK economy airline industry: A case study focusing on EasyJet essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the dissertation on your topic
"The impact of service expectations on marketing strategies in the UK economy airline industry: A case study focusing on EasyJet"
with a personal 20% discount.
Grab the best paper

Related Essays

Impact of social media on marketing strategies
d me in making this project realizable. A big thank to all my friends who helped me to collect data for the survey. And special thank to my supervisor, who was very supportive through the process. Despite all the difficulties I was through, my supervisor was always there, supporting me.
56 pages (14000 words) Dissertation
How fast fashion industry impact on Chinese customer behaviour With Zara case study
As it is discussed earlier, the purpose of this study is to examine the impact of fast fashion on the buying behaviour of Chinese people and the decision making process considering the case study of Zara.
12 pages (3000 words) Dissertation
to 2009-10 28 4.4 Trend in Retained Earning between 1996-97 and 2009-10 30 Chapter 5 – Conclusion and Recommendations 32 References 34 Organization for Economic Cooperation and Development. (1999). The Economic and Social Impact of Electronic Commerce: Preliminary Findings and Research Agenda.
38 pages (9500 words) Dissertation
A study of relationship between service advertising strategies and consumers responses within hospitality industry
This is carried out through the one-way analysis of variance (one-way ANOVA). The next portion then uses linear regression to ascertain which demographic variables significantly predict the ratings given made for each statement. These results are then analysed side by side with those yielded from past literature.
30 pages (7500 words) Dissertation
The impact of implementation of IFRS on UK companies. a case study of M&S
IFRS was introduced in 2005 by the European Union and the quoted companies in the UK are required to adopt IFRS in their financial reporting. The discussion covers the level of compliance with IFRS by the companies and the disclosure of the accounting policies as per the IAS and other information in the implementation.
20 pages (5000 words) Dissertation
Airline Industry
The present study would try to analyse the airline industry by conducting a strategic analysis of British Airways. The study would also include a comparative analysis of the selected company with Emirates Airlines which is one of the most important competitors of British Airways in the international sector.
12 pages (3000 words) Dissertation
Gaining and Sustaining Competitive Advantage in the Airline Catering Industry: A Comparative Analysis of the Strategies Employed
The developments in airline catering are closely linked with the developments in the airline industry, a fact that in the decade 2001 to 2010 has worked to the disadvantage of airline caterers globally. Due to the challenges brought about by the September 11 attack on the World Trade Center at the start of the decade, and the financial crisis that peaked during the second half, the airline industry suffered a serious downturn, forcing many companies to offer lower cost, no frills passenger service.
75 pages (18750 words) Dissertation
Challenging in Delivering Quality Services: Balancing Customer Expectations and Perceptions in Airline industry Ca
a analysis 26 Chapter 4 27 Data and Findings 27 Chapter overview 27 Importance of Service Quality Dimensions (SQD) to airline passengers 27 Respondent profile 27 Respondents’ perceptions 30 SkyTrax customer reviews on Norwegian 38 Chapter 5 44 Qualitative Data 44 Chapter overview 44 Skytrax customer feedback 44 Positive feedback, Rated 10 44 Negative feedback, Rated zero 45 Middle feedback, Rated 5 45 Chapter 6 47 Conclusion and Recommendations 47 Summary of findings 47 Conclusion 48 Implications for theory, methods and management 49 Directions for future research 49 References 51 Chapter 1 Introduction Chapter overview The first chapter of this dissertation lays down the research problem t
60 pages (15000 words) Dissertation
Low cost airline
Doganis defines low-cost airlines as airlines ‘’ that modeled themselves as Southwest’’. However, Shaw defines it as ‘’airlines which are able to deliver the product basics of frequency and punctuality, but which do not offer luxurious seating and high level of provision of food, drinks, and in-flight entertainments.
48 pages (12000 words) Dissertation
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation