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The case study focuses on the negative perception of the airline in relation to service quality.
Ryanair Holdings (Ryanair) is a low fare passenger airline, which serves short haul point to point routes between Ireland, the UK and Continental Europe (Datamonitor 2008, p.5) First established in 1985, it began operating on 23 May 1986. In 1990/91 a new management team under the leadership of Michael O’Leary aimed to make Ryanair profitable. O’Leary and team reinvented Ryanair by basing it on the Southwest Airline Model, which was the first leading low cost carrier in the world.
Ryanair has maintained its competitive advantage over its competitors, by offering a highly differentiated product, which is a continuous lower fare...
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