The airline recently found itself at the very bottom of a Which? magazine list of 100 of Britain's largest brands in terms of customer satisfaction, the BBC reported Saturday.
"I am very happy to take the blame or responsibility if we have a macho or abrupt culture. Some of that may well be my own personal character deformities," Ryanair Chief Executive Officer Michael O'Leary said in a speech at the airline's annual shareholder meeting.
The BBC said O'Leary addressed a few concerns, including customers complaints about paying fines for carry-on luggage that exceeded the weight limit by a fraction.
"A lot of those customer services elements don't cost a lot of money," he said.
He announced the company will set up an office to deal with complaints sent in by email.
The airline responded this week to a newspaper article that described a customer who was charged $254 for changing his flight plans due to a family crisis. His family, the BBC said, had died in a fire.
The grieving passenger, Muhammad Taufiq Al Sattar, said he burst into tears as he conveyed his story to airline personnel.
Ryanair said it will return the flight transfer fee.
Swim Week Miami Beach 2014 [PHOTOS]