Investigating Relationship between Marketing Mix and Building Customer Loyalty in Airline Companies in Kerman
محل انتشار: دوازدهمین کنفرانس بینالمللی آکادمی مدیریت آسیا
سال انتشار: 1396
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 339
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شناسه ملی سند علمی:
AAMC12_146
تاریخ نمایه سازی: 22 دی 1396
چکیده مقاله:
Nowadays the customer satisfaction is not adequate anymore and airline companies should not just be content with their customers satisfaction. They should make sure that their satisfied customers are also loyal. Thus, in the current research it is attempted to enumerate marketing mix components, measure their impact on building loyalty in customers of airline companies in Kerman, and investigate this process. Research statistical population included airline companies in Kerman city. Research data were collected using library and Internet sources and the questionnaire, and SPSS software was used for data analysis. Research findings suggested that marketing mix components including promotion of service elements, creating changes in sale price, creating optimal model for place of service delivery, and developing optimal model for promotional activities on the services and products influence customer loyalty in airline companies.
کلیدواژه ها:
نویسندگان
Amin Mortazavi
PhD Student in Mathematics and Research Head in Applied Scientific Tourism Center of Kerman Province
Ali Gerami Kaviri Nejad
Instructor in Management, Economics, and Accounting Department of Payam Noor University of Iran