Introduction to the problem
Ryanair’s passengers face a mandatory £5 online check-in fees due to abolishing its check-in desk (The Guardian online: 2009). The chief executive said that this “abolishing airport check-in desks would save the airline about £46m” (The Guardian online: 2009). This decision will have knock on effects on the customers and their reaction toward it. This research will investigate the possible customers’ reactions and their behaviours toward this increase it fees. It will look at the different kinds of customers within the airline industry.

Literature review

Ryanair is increasing the fees on the customers; therefore the research will include sources which contain useful information about the consumer satisfaction and behaviour in general and its relation with increasing the cost in depth. This will give background about the customer’s reactions toward any changes in costs. The research should contain as well some previous and similar case studies in the airline industry which will help having knowledge about the potential impacts and problems that will face Ryanair when taking such these decisions of increasing costs and the possible ways to solve it. Moreover, this will help exploring what the customers are looking for in the airlines which can be applied in Ryanair.

While doing the research, many research parameters should be taken in consideration. The subject area will be the consumer satisfaction and behaviour and it will cover the airline sector. The research will not consider the publications before 2004 so the information and theories reviewed will not be out of date. Only the publications with English language will be considered.

Dooley (2009) gave many examples on airlines rising costs and the way which these airlines are using to increase the travelling costs. He was mainly focusing on the surcharges and briefly mentioned the knock on effects of these surcharges on the consumer behaviour. The article was criticising