To analyse the consumer behaviour presents an important criteria to be successful in the airline industry. This text gives answers to most relevant questions regarding consumer behaviour, using Air Lingus as an example. Finally, it includes a plan to implement a relationship marketing programme.
Table of Contents
1. Examine how the concept of relationship marketing might improve the levels of satisfaction with Aer Lingus by its customers and other publics.
2. Design a plan for Aer Lingus for the implementation of a relationship marketing programme.
Research Objectives and Topics
The primary objective of this study is to examine how the implementation of relationship marketing strategies can enhance customer satisfaction and organizational performance for Aer Lingus. By analyzing theoretical frameworks and current industry practices, the study seeks to determine how fostering long-term interactions with various stakeholders can lead to sustainable competitive advantages and improved retention.
- Theoretical foundations of relationship marketing and customer satisfaction.
- Application of the "Six Markets" model to airline operations.
- Evaluation of the Disconfirmation Paradigm in service quality management.
- Implementation of digital technologies and E-CRM for customer dialogue.
- Development of loyalty-enhancing programs, including frequent-flyer incentives and value-added services.
Excerpt from the Book
In order to examine how the concept of relationship marketing might improve the satisfaction of Aer Lingus’ customers and other publics, it is worthwhile to investigate the terms ‘relationship marketing’, ‘customers’, ‘other publics’, and ‘satisfaction’ in the first place. Finally, the impact of relationship marketing on satisfaction is examined.
In the first part of this section, the concept of relationship marketing is explored from various perspectives, including its theoretical approaches, elements and nature. Gummesson (2003) defines relationship marketing as “marketing based on interaction within networks of relationships”. Hunt (1994) refers relationship marketing to “all marketing efforts directed to establish, develop and maintain successful relational exchanges”. This term was mostly used in the 1990s. Today, Customer Relationship Management (CRM) is the most frequently used term, which is not as broad as relationship marketing as it does not deal with networks but focuses on the customer-supplier interaction. Gummesson (2003) defines CRM as “the values and strategies of relationship marketing – with particular emphasis on customer relationships – turned into practical application”. Another definition by Stone et al (2002) describes relationship marketing as how the company finds the customer, gets to know the customer, keeps in tough with the customer, and tries to ensure that the customer gets what he or she wants.
Chapter Summaries
1. Examine how the concept of relationship marketing might improve the levels of satisfaction with Aer Lingus by its customers and other publics.: This chapter reviews theoretical definitions of relationship marketing and satisfaction, applying them to the airline industry context using models like the "Six Markets" model and the Disconfirmation Paradigm.
2. Design a plan for Aer Lingus for the implementation of a relationship marketing programme.: This chapter proposes a practical implementation plan for Aer Lingus, focusing on frequent-flyer programs, membership cards, E-CRM databases, and value-added services to boost long-term customer retention.
Keywords
Relationship Marketing, Customer Satisfaction, Aer Lingus, CRM, E-CRM, Customer Retention, Loyalty Programs, Disconfirmation Paradigm, Six Markets Model, Database Management, Data Mining, Service Quality, Airline Marketing, Stakeholder Management, Customer Profiling.
Frequently Asked Questions
What is the core focus of this case study?
The study focuses on how relationship marketing strategies can be effectively implemented by Aer Lingus to increase customer satisfaction and build long-term loyalty.
What are the primary thematic areas explored?
The themes include the theoretical background of relationship marketing, the identification of key stakeholder markets, the drivers of customer satisfaction, and the practical application of E-CRM tools.
What is the central research question?
The research aims to investigate how the adoption of relationship marketing principles can lead to higher levels of satisfaction among Aer Lingus customers and other relevant publics.
Which methodologies are employed in the study?
The study utilizes a descriptive research approach, analyzing existing academic models and theories—such as the Disconfirmation Paradigm and the Six Markets model—to create a strategic implementation plan.
What topics are covered in the main body of the text?
The text covers the definitions of relationship marketing, models for buyer-seller relationships, the importance of customer retention, and practical marketing tactics like frequent-flyer programs and data-driven profiling.
Which keywords best characterize this work?
The work is best defined by keywords such as Relationship Marketing, E-CRM, Customer Retention, Airline Industry, and Satisfaction.
How does the author define the "Six Markets" model in this context?
The model is used to categorize the various relationships an airline must manage, including internal markets, referral markets, influence markets, recruitment markets, supplier markets, and customer markets.
What role does the "Disconfirmation Paradigm" play in measuring satisfaction?
The paradigm explains that satisfaction is derived from a comparison process between prior expectations and actual service performance, where any discrepancy leads to either confirmation, positive disconfirmation, or negative disconfirmation.
- Arbeit zitieren
- Volker Schmid (Autor:in), 2005, Customer Relationship Management in the Airline Industry, München, GRIN Verlag, https://www.hausarbeiten.de/document/38130
