This assignment aims to achieve a number of things. It will define customer value and explain why it is so crucial that companies need to create it and incorporate it into their operations.
It will then focus on the airline industry and discuss the evolution of customer value driven services marketing in this industry. Finally, it will address the challenges airlines face in creating and delivering customer value driven marketing strategies. In addition to this it will discuss the methods that airlines use in order to create value for their customers.
It is becoming ever more important for organizations to create customer value in order to gain and retain customers. The airline industry is at one of its most competitive stages in its history. It is becoming increasingly challenging for airlines to create customer value in order to retain their current customers and aim to gain new customers.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Definition of customer driven service marketing.
- Evolution of customer driven service marketing in the airline market
- Full-service carriers / Network Carriers.
- Low-cost carriers (LCC) ....
- Challenges in the airline market.......
- Frequent Flyer Program
- Strategic alliances....
- Social Media
- Environmental protection.
- Complaint management...\li>
- Conclusion and forecast…........
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to define customer value and explore its importance for organizations, focusing on the airline industry. It examines the evolution of customer value driven service marketing in this industry and analyzes the challenges airlines face in implementing such strategies. The paper also delves into methods that airlines use to create customer value.
- The significance of customer value creation for organizational success.
- The evolution of customer-driven service marketing in the airline industry.
- Challenges airlines face in creating and delivering customer value.
- Strategies airlines use to create customer value.
- The contrast between full-service carriers and low-cost carriers.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the concept of customer value creation and its growing importance for organizations, particularly within the highly competitive airline industry. It outlines the paper's objectives and scope.
- Definition of customer driven service marketing: This chapter explores the significance of customer value creation for organizational success, referencing research from the Marketing Science Institute and other sources. It analyzes the various costs and benefits associated with customer value and how they differ for individual consumers.
- Evolution of customer driven service marketing in the airline market: This chapter traces the evolution of customer value driven service marketing in the airline industry, focusing on the transition from a single type of customer in the early days of aviation to a more diverse and demanding customer base today. It highlights the emergence of distinct business models: full-service carriers and low-cost carriers.
- Full-service carriers / Network Carriers: This chapter delves into the history and evolution of full-service carriers, examining the key features of their service offerings and how they have adapted to cater to different types of customers. It explores the factors contributing to their success.
- Low-cost carriers (LCC): This chapter explores the rise of low-cost carriers in the airline industry, highlighting their focus on low-cost fares and their strategies for attracting price-sensitive customers. It analyzes the importance of pricing as a central marketing tool for LCCs.
Schlüsselwörter (Keywords)
This paper focuses on customer value, customer-driven service marketing, airline industry, full-service carriers, low-cost carriers, customer satisfaction, competitive advantage, marketing strategies.
- Citar trabajo
- Jeremy Schulze (Autor), 2019, Customer-Driven Service Marketing in the Airline Market, Múnich, GRIN Verlag, https://www.grin.com/document/541129
