Influence of Airline Service Marketing Mix with Airline Passenger Satisfaction and Loyalty
G. Rajesh1, K. Sakthidasan Sankaran2
1G. Rajesh, Department, of Accounts & Finance Hindustan Institute of Technology and Science, Padur, Chennai, (Tamil Nadu),India.
2K. Sakthidasan Sankaran,, Department of Electronics and Communication Engineering, Hindustan Institute of Technology and Science, Padur, Chennai, (Tamil Nadu),India.
Manuscript received on 23 March 2019 | Revised Manuscript received on 30 March 2019 | Manuscript published on 30 March 2019 | PP: 442-448 | Volume-7 Issue-6, March 2019 | Retrieval Number: F2376037619/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The study analyzed the influence of airline service marketing mix on the airline passengers’ satisfaction and loyalty by conducting a survey among domestic airline passengers in Chennai, India. The role of the airline service marketing mix strategies which had both most and the least influence on the domestic air travel, as perceived by airline passengers was examined using the 7Ps of airline service marketing mix elements as drivers of domestic airline passengers’ satisfaction. The result highlighted that the punctuality, promotion, people, process and physical evidence factors had an extremely significant positive relationship with the airline passenger satisfaction and loyalty, whilst Price factor revealed a negatively significant relationship with airline passenger satisfaction and loyalty. Thus the study recommends that a management should improve the service marketing mix elements by applying the right mix to attract and retain customers to establish their service to survive and sustain in the current competitive scenario
Keywords: Airline Service Marketing Mix, Airline Passengers’ Satisfaction, Airline Passenger’s loyalty, Domestic Airlines..
Scope of the Article: Mobile Applications and Services for IoT