Features of integrated airlines customer loyalty management in the system of sustainable relationships based on socially responsible marketing
| Main Author: | MALAKHOVSKAYA A.V. |
|---|---|
| Format: | Article |
| Bahasa: | ukr |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
https://zenodo.org/record/2616513 |
Daftar Isi:
- n the system of stable relationships on the basis of socially responsible marketing. Paper goal is to develop a theoretical and methodological approach to customer loyalty management that is based on socially responsible marketing, taking into account the peculiarities of the CRM– systems functioning in aviation. The methodology of the work – the position of the theory of marketing and enterprise marketing activities, the problems of modern enterprises marketing strategies development as well as their implementation. The results of the work – the conceptual basis of the modern approach to customer management suggests the formation of airline’s CRM on the principles of social responsibility which should suppose its functioning both in the mode of steady growth in customer relationships and customer outflow in the case of fluctuations instability. This approach implements modern theoretical views in accordance with the requirements of the complexity of loyalty management and modern models of the client’s life cycle based on the «leaky bucket» model. In addition, on the basis of a systematic approach, a model of the strategic structure of CRM in the airline based on the principles of social responsibility has been developed and an appropriate algorithm for introducing such CRM into the airline’s activities has been proposed. Conclusions – reasonable approach based on CBM is proposed for airlines customer loyalty managing, taking into account the specifics of air travel and is aimed at improving the efficiency of the airline as a whole. In order to enhance the airline competitive potential an algorithm for introducing the customer relationship system as a tool of marketing communications is proposed for the airline. It will improve the relationship between the airline and existing customers which will help to retain them and attract new passengers as well as to create forecasts for future customer wishes regarding services, routes, cross–selling.