AN ANALYSIS OF THE RELATIONSHIP BETWEEN CUSTOMER EXPERIENCE AND SATISFACTION AND LOYALTY: TURKISH AIRLINES CASE
In today’s changing marketing conditions, all products are becoming similar and copied. Companies need to gain new customers and retain them in order to survive. It has become a necessity for companies to develop strategies that will differentiate from others in the eyes of customers in order to be...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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İstanbul Aydin University
2019-04-01
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| Series: | İstanbul Aydın Üniversitesi Dergisi |
| Subjects: | |
| Online Access: | http://iaud.aydin.edu.tr/wp-content/uploads/2019/03/iaud_v11i2006.pdf |
| Summary: | In today’s changing marketing conditions, all products are becoming similar and copied. Companies need to gain new customers and retain them in order to survive. It has become a necessity for companies to develop strategies that will differentiate from others in the eyes of customers in order to be competitive and preferred. Now, companies have begun to focus on the question of “How can we
create value?” instead of “How can we make profit?”. It is known that customers mostly make purchasing behavior with emotional decisions and then rationalize this behavior. For this reason, it is thought that customers are not only interested in the function of the products or services that the companies offer, but also in the
value that they have left in them. Companies are seeking to develop unforgettable experiences that will remain in their customers’ minds. Customers who have excellent experiences that appeal to their emotions, increase their commitment to the brand and become loyal customers, and they can even take over the brand’s advocacy. In the service sector, air transport is in the lower rank in terms of overall customer satisfaction. Considering the large number of social and
physical factors encountered during the trip; touching the customer’s feelings and enhancing the travel experience will create important advantages for airlines –the most important player in travel industry- to be one step ahead of the competitors. Due to the dizzying digitalized lifestyles, customer expectations evolve from statics to dynamic and constantly change, people desire to have fun and spend time efficiently even while traveling, all of which trigger the development of the customer experience. In this context, this thesis will explain both the definitions and the relations between the terms such as changing marketing conditions and client description, customer loyalty, customer satisfaction and customer experience. After that, it will reveal determining points of contact of customers,
customer experience map of the Turkish Airlines, -Turkey’s flag carrier airline company. Then, we will find the satisfaction scores of all contact points via the surveys sent to customers who has flown with Turkish Airlines. Qualitative data analysis will be used in the research rather than quantitative method. Finally, we will determine the actions Turkish Airlines needs to take in terms of Customer
Experience, reveal their order of priority and find out what kind of improvements are needed in terms of experience according to customer segments. |
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| ISSN: | 1309-1352 2149-0074 |