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 Question one
2 Question two
3 Question three
Research Objectives and Key Topics
The primary objective of this case study is to analyze how Aer Lingus has integrated a customer-focused strategy into its business development, while exploring core consumer behavior theories and customer perception management in the airline industry.
- Customer-centric business strategies and their impact on profitability.
- Theoretical frameworks of consumer buying behavior and decision-making.
- Motivation theories and the role of human needs in consumer choice.
- The influence of perception, attention, and customer expectations.
- The application of the Disconfirmation Paradigm in evaluating service quality.
Auszug aus dem Buch
1 Question one
Air Lingus has anxiously attempted to become even more customer-focused since 1996, when the company realised its new strategy to “put people first in its marketing programmes” (Aer Lingus Case Study, 2005).
In this context, it is worthwhile to consider why a ‘customer-focus’ strategy is at the heart of Aer Lingus’ programme? According to Vandermerwe (2004), customer focus is the key for to expand its business operations and to compete successfully on the market. Several researchers could show that a company is more successful when they embrace a customer-orientated strategy (Narver, et al., 2000; Slater and Narver 2000). Furthermore, the CEO of MarketAbility Allen (2005) states that the “focus on the customer can deliver far more value than an interminable focus on cost, efficiency and production”, as the customer drives the demand. ‘Customer-focus’ or ‘customer-orientation is defined as “the set of beliefs that puts the customer's interest first, while not excluding those of all other stakeholders ...in order to develop a long-term profitable [viable] enterprise” (Deshpandé et al., 1993). An example of a successful implementation of customer-orientation is the case of Continental Airline. Due to Gulati (1992), the airline lost million of dollars because of a ‘service mess’. Then, the company began collect, consolidate and analyse customer information in order to understand their customer’s needs. Finally, they could turn again into a profitable company.
Summary of Chapters
1 Question one: This chapter analyzes Aer Lingus’ shift toward a customer-first strategy, emphasizing how service quality and market-oriented adjustments helped the airline compete against low-cost carriers.
2 Question two: This section investigates the fundamental aspects of consumer behavior, covering motivation theories, Maslow’s hierarchy of needs, and the stages of the customer purchasing process.
3 Question three: This chapter explores how the airline manages customer perceptions and expectations, utilizing the Disconfirmation Paradigm to explain satisfaction and dissatisfaction in service delivery.
Keywords
Aer Lingus, Customer Focus, Consumer Behaviour, Marketing Strategy, Motivation, Needs Hierarchy, Perception, Disconfirmation Paradigm, Customer Satisfaction, Service Quality, Market Research, Decision-making, Customer Expectations, Buying Process, Brand Positioning.
Frequently Asked Questions
What is the core focus of this paper?
The paper examines the implementation of a customer-oriented strategy at Aer Lingus and evaluates the theoretical foundations of consumer behavior that support such a strategic shift.
What are the central themes discussed in the work?
The main themes include customer-focused business models, the psychology of consumer decision-making, motivation, perception processes, and the evaluation of service performance.
What is the primary objective of the case study?
The objective is to understand how Aer Lingus attempts to prioritize customers to gain a competitive advantage and how they manage expectations to ensure profitable service delivery.
Which scientific methods or frameworks are utilized?
The author applies established academic frameworks, such as Maslow’s Hierarchy of Needs, the Standard Learning Hierarchy, and the Disconfirmation Paradigm, to analyze practical business scenarios.
What topics are covered in the main body?
The main body covers the strategic transition of Aer Lingus, the theoretical aspects of buying behavior, and the mechanics of customer perception and expectation management.
Which keywords characterize this study?
Key terms include Customer Focus, Consumer Behaviour, Marketing Strategy, Motivation, Perception, and Disconfirmation Paradigm.
How does Aer Lingus identify the specific needs of its customers?
Aer Lingus identifies customer needs through continuous market research, including customer feedback loops and group discussions involving both passengers and staff.
How does the concept of 'disconfirmation' impact airline service quality?
Disconfirmation occurs when there is a gap between prior expectations and actual service performance; a positive discrepancy leads to satisfaction, whereas a negative one results in dissatisfaction.
- Citation du texte
- Volker Schmid (Auteur), 2005, Consumer Behaviour in the Airline Industry, Munich, GRIN Verlag, https://www.grin.com/document/38127
