Customer Analytics · Satisfaction & Loyalty
Ryanair attracts a significant number of young travellers, but low fares alone may not secure their loyalty. Our project investigated what influenced satisfaction among UK students, whether satisfaction affected their loyalty and how Ryanair could better meet their travel needs.
As part of a six-person LSE team, I contributed to the research design, survey analysis and development of recommendations. We analysed 102 valid responses and found a strong positive relationship between satisfaction and loyalty. Timely information and flight availability emerged as important areas for improvement, while students also expressed interest in a tailored travel bundle.
Co-developed the questionnaire and conceptual framework covering satisfaction drivers, the relationship with loyalty and potential student propositions.
Helped clean the survey data and assess its reliability using Cronbach’s Alpha and multicollinearity checks.
Applied regression to quantify the relationship between satisfaction and loyalty, while identifying timely information and flight availability as areas requiring attention.
Co-developed an app redesign centred on timely flight updates and a student proposition combining a tailored bundle with off-peak loyalty benefits.
This project showed me that price and service reliability play different roles in a low-cost travel experience. Students valued affordable fares, but their satisfaction also depended on receiving timely information and having options suited to their travel patterns. Connecting these findings with loyalty and bundle preferences helped us turn survey results into specific improvements to Ryanair’s app and student proposition.