Marketing of airlines
Topic:Marketing of Airlines
Thecompanies investigated are Virgin Airways and British Airways withthe focus on the effectiveness of customer service and variousmethods in which customer service can be applied to enable thesuccess of airline operations and create an assurance ofprofitability. The two companies have been selected because it hasbeen necessary to understand consumer service in them because throughunderstanding of customer psychology, it is possible to come up withways in which customer needs can be attended to. In addition, theairlines have been selected because studies have been conducted toestablish that operations in these airlines to not considered theunderstanding of customer psychology in provision of their services.This is because airline operation is an activity where customerservice is the most important in ensuring profitability (Dransfield& Needham, 2005).By implementing a number of theories of customer psychology, thispaper provides the strategies which can be useful in providing anefficient customer service in the two companies with the focus onimproving their competitiveness in the airline industry. This paperalso applies a number of theories such as Behavioral theories toexplain personality impacts on marketing messages and strategies thatcan be used to change them.
Impacts of understanding the theories of Consumer psychology
Byunderstanding the theories of consumer psychology, it is possible forcompanies to attract the consumers’ attention because it ensuresthe company learns the needs of consumers and factors of attractionto consumers and things that motivate them to obtain the goods andservices of the company. This can be understood by applying theFreudian theory. According to this theory, the driving forces to theneeds and desires of customers at the airports can be understood byunderstanding the ego and the libido of its customers (Fojt,2006). In order to understand the ego, the companies can understand thefactors that harness the energies of its customers to require certainforms of services so that the companies focus on provision of thoseservices. This theory also suggests that it is possible to understandthe main components of a customer’s mind by studying its maincomponents such as the id, the ego and the superego (Gitman& McDaniel, 2009).During studying of the id, the study focuses on the primitive part isusually unconscious of its needs and acts as a source of libidinalenergy. The study of the ego can involve studying procedures fordealing with problems experienced in reality and ensuring the idneeds are achieved and superego is the part of the mind that ensuresall morals and standards acquired from parents, families and thesociety are kept (Gladwell,2008).By focusing on meeting the needs of these parts of human needs, it ispossible to provide quality customer service.
Inaddition, trait theory can be used to understand customer psychologyand personality and acts as a measure of how certain personalitytraits have impacts on the behavior such as anxiousness, shyness oropenness top new things (Johnson,2009).In this study, the main areas of focus include personality traitswhich are widely varied and acts as an assignment that there is anexistence of a trait, which is a determining factor for personalityof a person. For instance, in order to apply this theory inunderstanding customer personality, the management of Virgin Atlanticand British Airways has been involved in studying the most recurringbehaviors of their customers such as a positive approach to a numberof services offered by the airlines. This has been followed byimproving the provision of these services so that customerpersonalities are enhanced by these activities (Jones,Wahba & Van, 2008).These methods have also acted as ways of ensuring the companyunderstands the nature of customer behavior in their effort to seekservices of the companies.
Anothertheory that affects consumer psychology and affects the responses ofconsumers to products and services of the airlines is Maslow’sHierarchy of needs theory. According to this theory, human needs aredivided into five main components: the physiological needs, thesafety needs, the social needs, the self-esteem needs and the selfactualization needs (Kamrani& Nasr, 2008).It has been observed that at Virgin Atlantic and British Airways,there has been lack of priority in the manner in which these needsare met (Prideaux,Moscardo, Laws & Ebooks Corporation, 2006).This is because the airlines have focused on social and safety needsand have neglected the physiological needs such as ensuring effectiveshelters and customer communication which are important in ensuringcustomers are satisfied (Sherman& Sherman, 1999).This has greatly impacted on the level of demand for the services ofthese companies in a negative manner by creating an impression thatthe needs of customers are not met.
Impacts of personality on Reponses to marketing messages
Consumershave personalities that affect the way they respond to marketingmessages and it is possible to affect these responses by attitudes.An example of behavioral theory that explains the attitudes ofconsumers towards the products and services of Virgin Atlantic andBritish Airways is the Tricomponent attitude Model. This modelexplains that attitudes of consumers of a product or service arecomposed of Cognitive component, affective component and conativecomponent (Szwarc,2005).The cognitive component has been implemented by the Virgin Atlanticand British airways to ensure they provide customers with qualitycustomer service such as personalized service, communication in acourteous tone and being presentable in provision of customer serviceas a result of these services, customers have been influenced byprevious efficient customer services in their companies and they haveconsidered to return to these airlines for their services (Wittmer,Bieger & Müller, 2011).This has resulted into positive attitudes towards these airlinecompanies. The affective component has been also applied at VirginAtlantic and British Airways by ensuring a positive relationship iscreated between the staffs of these companies and customers so thatcustomers prefer to return to the companies due to their charitableacts. This has improved customer loyalty and thus, competitiveness ofthe airlines.
Inaddition, the design of facilities at both airlines has been made sothat customer vision, hearing and pleasure while at the airlines areimproved. This has been achieved through the design of comfortablerest rooms and luggage lounges, efficient design of ticketing processthat ensures customers do not become worn out while waiting fortickets and provision of entertainment spots at the airlines as wellas in the airplanes of these airlines (Kamrani& Nasr, 2008).As a result, customers have been motivated to use these airlines astheir means of transport through air. This has resulted intocompetitiveness of the airlines in the air transport industry.
Themain comparison between the two advertisements is that both of theapply consumer behavioral theory through the implementation of theTricomponent attitude Model to ensure customer service is improvedthrough understanding of customer psychology. It is also found thatboth companies have implemented strategies that ensure motivation anda sense of pleasant customer service which has resulted into bettercustomer perceptions regarding their products and services. This hasgreatly increased competitiveness of the airlines in the airlinesindustry. On the other hand, it is found that the application ofMaslow’s Hierarchy of needs theory has not been effective in theseairlines because they have ignored the physiological needs which arethe main needs that need to be accomplished first. This, it is alsorecommended that in order to enhance customer service efficiency, itis important to focus on physiological needs first followed by otherneeds. This will ensure customer satisfaction and customer retention.
However,it is recommended that implementation of these theories should befocused on the study of customer psychology so that marketing of theservices of the airlines can be designed in a manner which istargeted towards accomplishment of the demands of these needs. Thiswill ensure the airlines are equally competitive and capable ofincreasing their carriage and profitability at large.
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