The Impact Of Marketing Strategy On Customer Satisfaction On Airline Operations (A Study Of Arik Airline Owerri Terminal)

ABSTRACT

Transportation is one critical sector of national economy; be it in advanced economies or developing economies of the world. Marketing strategy can be said to be the marketing logic by which the business unit experts, to achieve its marketing objectives, which consists of decision making, marketing expenditures, marketing mix and marketing allocation in relation to expected environmental and competitive conditions, Kotler (2000:170). However, the airline operations have to blend effectively with the above variables in the most efficient and result-oriented manner. This is to enable them get the best out of their strategic efforts, which results to an improved performance. It will also enable them to beat their competitors from every angle. The importance of airlines in transport industry need not to be over emphasized. It helps to create time and place utilities. Airlines is reputated for its high speed and comfort, it is therefore mostly used for transporting high value, perishable and emergency freight.