"1<University>< Case Study: Ryanair > by<Your Name> <Date> <Lecturer’s Name and Course Number> 2Table of ContentsIntroduction ..................................................................................................................................... 3Ways to Improve the Ryanair’s Long-Term Customer Service, Identity, Image, and Brand ........ 4How to Gain Positive Publicity ...................................................................................................... 6Development of a Strong Corporate Reputation Beyond 2016 ...................................................... 8Conclusion and Recommendations ................................................................................................. 9Bibliography .................................................................................. Error! Bookmark not defined.3IntroductionOne of the most economical airline companies, Ryanair, has a wider reach as comparedto its competitors in the European airline industry. During the year 2015, 90.5 million peopleavailed of the air services of this airline service provider. This number is nearly 10 per cent morethan the previous year’s (2014) record (Beesley, 2015). However, a large number of reports andseveral business news articles have found Ryanair as one of the critiqued airline services in theEurope. In addition to this, a majority of customers state that the quality of the communicationchannels and other services of Ryanair are not up to the mark (The Telegraph, 2013).Thecustomers are also seen criticising the company regarding its uncompromising administration,delay in handling customers and luggage allowance. Likewise, the company has been accused oflack of transparency when it comes to pricing strategy and its insurance and refund policies. One can find different reputational problems at Ryanair, such as low degree ofresponsibility, cold shoulder to customer satisfaction, frustrating booking process, snobbishcorporate behaviour, and so on that cause damage the image of this company. In fact, a largenumber of regular customers record their complaints and convey the problems faced by themwhile on board in strong language on various social websites, like Facebook and Twitter,because of the company’s inability to provide comprehensive mobile app related to businessprocesses and acceptable customer service (The Telegraph, 2013).Hence, this paper will discusshow the CEO of Ryanair can improve the company’s long- term customer service, identity, image, and brand and receive the positive publicity. It will alsoinclude the development of strong corporate reputation and recommendation aimed at benefittingfrom enhancing long-term strategic corporation for the reputation managementin general. 4Ways to Improve the Ryanair’s Long-Term Customer Service, Identity,Image, and BrandIt is true that Ryanair’s been a key player in the European region(Chun, 2005).Itsbusiness model turning around “lowest air fare” receives ample business from the Europeanmarket, irrespective of the poor business culture and imbalanced business operations. Ryanair’sstatistics regarding revenue, profit and number of users of its services also top the chart. Nonetheless, one can see diverse credibility issues or reputational problems in Ryanair’sbusiness model(The Telegraph, 2013). For instance, Ryanair’s rigidity and unreasonablenesswith reference toluggage allowance, delay in handling patrons, poor communication andbehaviour towards the customers, overconfident business culture, frustrating booking processand so on, are some of the examples of this company’s reputational problems, which are alsoechoed in different surveys and customer feedback(Beesley, 2015). Therefore, Michael O’Leary,being a CEO of this company, he has to work hard to rectify the company’ reputation and shouldgive a boost to the customer service, identity, image, and brand of this company to make it moreadmired among the customers. The world is rapidly experiencing heavy rivalry in every domain. So, in this cutthroat ageof the business, aimed at enhancing the customer service,Michael O’Leary, as a CEO, he has tokeep the long picture in the mind. As this company is reproached for ineffectual customerservice,primarily, he has to develop the culture of “thick skin” in which he has to teach hisemployees to home in on customers’ happiness in simple as well as complex conditions. Besides,unambiguous communication, consistency in each business operation, agreeable work ethics,adaptability in daily professional engagements, stress on the criticized touch points, deliberation 5on shared interests (stakeholders as well as business aspects), solutions to the issues raised bycustomers and so on, can be some of the immediate steps to be taken in order to better customerservice(Eccles, et al., 2007)On the other hand, for the healthier customer service for a long time period, the CEOshould understand that such credibility or reputation denting customer service could hurt theorganisation to a greater extent. If he wants to refresh the business and improve upon customerservice additionally, through a third party or he should find out basic and general problemsregarding the customer service by becoming the customer and experiencing the critiquedcustomer service. Likewise, he has to make sure that he delivers the service what he promises.No cheating as experienced by regulars should be encouraged to enrich the businessoperations(Chun, 2005). For instance, when it comes to booking, luggage allowance, orreimbursement, the CEO should encourage employees not to include any hidden or unfaircharges to customers(The Telegraph, 2013). Furthermore, as a CEO, he can provide “specialservice on special day” environment, such as unexpected discounts, free services or products,coupons or other assorted “WOW”moments to customers to retain them for a longer time. Considering identity, brand and image, he needs to exercisethe best leadership practice.Identity refers to sending the message to the stakeholders about a company’s image in generalthat can help them to achieve the corporate business. Hence, the best business services orproducts at lower prices will fetch voluminous business to the Ryanair. This in turn will facilitatestakeholders, such as Ryan family, the Irish air industry, trade union, airports, suppliers,creditors, and regular customers in a huge manner. However, aimed at improving identity, theCEO has to bring in consistency in commercial proceduresand pricing, which can further boostthe current reputation of the company, which are the core aspects need to be restored 6quickly(Erdem, 2010). The company’s management has to espousea more tolerant andempathetic business structure to bring back the lost identity from the society. A watchful eye onthe communication channel, business tasks, the execution of the tasks or responsibility, properdelegation of obligations, eradication of the current mistakes or flaws, and so on, are some ideasthat can be easily implemented by the CEO, in order to implant the business identity in its realsense(Schwaiger, 2004).Branding and Image are also important for attractingthe loyalty of customers into thebusiness(Creaton, 2004). As a leader, in truth, the CEO knows what it takes to build the image orbrand of the company. To improve it, firstly, if he is not good at public relation, he has to hireanother cordial face for the company. He should spend more time in tactical matters rather thanin the role of the spokesperson. Secondly, he has to understand the power of the internet. So, hehas to buckle down to disseminate positive image of the company by means of aggressivemarketing to refute the existing and somewhat true assessments of this company. Aggressiveadvertising of the new services, additional perks of air travelling and positive atmosphere atRyanair will also deepen the brand and image of the company through different ways(Sharp,2010). If he is considering the business beyond 2016 truly,he has to put his positive foot ahead toeliminate the said reputational problems in a cogent and readily accessible fashion. In truth,branding and business image are crucial aspects, which can make or break the business in notime(Chun, 2005). So, he should figure out the variety of ways to fortify them.How to Gain Positive Publicity Frequent controversial statements by the CEO of Ryanair, inconsistent pricing andassorted as well as one-sided penalties, refund issues, transparency problems on the subjects of 7travel insurance policies and refund, poor customer service, and so on,have discredited the imageof Ryanair on a larger basis.Therefore, as being a CEO, he should zoom in on positive publicityin a more optimized and in a safer way to gain positive publicity for this company.In fact, to gain or lift the positive publicity,to begin with, the CEO should keep the socialmedia in the mind. Social media nowadays could yield huge rewards, if the marketing efforts arededicated in the proper directionby means of taking target customers and surveys intoconsideration(Lunenburg, 2011). Bound for the positive publicity, he has to think through thearray of options. For example,he has to sponsor local events or festivals of the target customer. This willprovide an inviting range of unique options for exposure of Ryanair’s financial aid to thesociety.Similarly,in order to raise the profile over the social media, he should hire a third party toimprove Ryanair’s fame in the society. This can be done by finding out negativity spreadingwebsites or portals and surveys. On these portals, he can increase positive feedbacks andreviews. Facebook, Twitter, and other social websites can be within reach or excellent vehiclesto shoot up the company profile(Lunenburg, 2011). On the other hand, there are many reviewspecific websites, where he can make the difference viaadvertisement of what is told to do toprogress the customer services. Online newspaper syndicate and wire services can be anothergood way to gain the positive publicity as well. Likewise, in a very effective way, television andradio sponsored programs can also speed up the needed publicity in a huge style(Fombrun &Van Riel, 2004). 8Developmentof a Strong Corporate Reputation Beyond 2016The Leadership can play an inclusive role to broadcast this philosophy. If employees arekept encouraging to be adamant over the rules, customers will definitely prefer rivals overRyanair. In truth, Ryanair’s rivals, such as Norwegian Air Shuttle ASA, Air France-KLM Group,Deutsche Lufthansa AG and EasyJet have already started getting the welcoming attention of thecustomers. For that reason, as a top leader, he needs to take some serious steps to regain positiveand hailed status immediately, not to go away from the race(Chun, 2005). From the business standpoint, it is said that reputation makes or breaks thebusiness(Sharp, 2010). A good reputation helps the business in a multitude of means.Nevertheless, it takes time to build the positive company reputation. So, if the CEO keeps thefuture in the mind,he can make the difference by offering leadership of the best kind, which canfurther supplement the reputation well(Fombrun & Van Riel, 2004).In view of that, he has to bean enjoyable speaker so that people can have the confidence in the brand of Ryanairthoughtlessly. This will help in receiving amenable employee behaviour towards the customers.Next, customer centric focusas well as emphasis upon emotional appeal of the customers cansolidify the reputation among all stakeholdersas well (Schwaiger, 2004).Above and beyond, heshould appreciate the reputation over the financial benefits(Lunenburg, 2011). In fact, if Ryanair wants to cling to focus on “only ultra-low cost airline” status, it has toheighten the customer relations by providing the unsurpassed customer standards to thepassengers, which is reflected in its vision statement.This company’s vision of “people fly forfree” only can be achieved, if he, the CEO, caters the best business practices, devoid of deceptionand fraudulence. This can be done by being responsible and responsive in the crisis time,establishing an online presence, monitoring daily professional activities, keeping staff well-"