CUSTOMER EXPERIENCE MANAGEMENT – DETERMINANTS OF AIR FLYING EXPERIENCE WITH REFERENCE TO LCC’s

Sathish Arumbi Saravanan

Abstract


The aim of this paper is to study the Customers’ Air Flying Experience flying through the Low Cost Air Lines in India. This paper examines some of the issues concerned with the conspicuous marketing activity as airlines are actively engaged in the development of branding strategies to integrate their services, establish identities, create and engage delightful experiences and  brand images. This study looked into factors like website and information, flight booking agent, sales office, service providers in the airport, gate management, and cabin on board services, internal/external environment of the airport and location of the airport with a five point likert scale. In many ways current marketing activity of airlines is following traditional and well-tried methods which reflect decisions regarding the product/service provision of routes, seat allocation and types, in-flight and terminal support services, the price structure, distribution channels and promotional activities. The marketing environment, however, is becoming more competitive and leverages on the experiences that are derived by the customers.

 


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