... been able to expand greatly. Easyjet's main rival, Ryanair, now has a stock market capitalisation bigger than that of British Airways1, this clearly shows the enthusiasm of investors for the European low cost airline industry. 2.0 BRIEF MARKETING ANALYSIS OF EASYJET Easyjet's first priority is customer service, after all, the airline industry is a service industry. The founder of the airline, Stelios Haji-Loannou, comprehends that they have to meet and exceed customer satisfaction and expectations. "If you create the right expectations and you meet and exceed those expectations, then you will have happy customers."2 Easyjet are known well for providing cheap flights to the public which are billed as 'No Frills'3. One of the main reasons which explains their growth is the fact that they do relationship marketing, which means they are concerned with customer retention as much as they are to finding new customers. They provide a good quality and cost effective service, ...

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