ANALYSIS OF CRM PROGRAMS PRACTICED BY PASSENGERS’ AIRLINE INDUSTRY OF INDIA AND ITS IMPACT ON CUSTOMER SATISFACTION AND LOYALTY
Keywords:
CRM, loyalty, satisfaction, customizationAbstract
Because of immense competition in today’s business market, the organizations are struggling to apply different marketing strategies and programs to gain more market share and acquire more customers on one hand, and to make them satisfies and loyal to their company, on the other hand. Therefore they can ensure long lasting relationship with their customers and create barriers in front of customer’s brand switch. Application of CRM as continuous marketing program has gained great importance recently. Through application of CRM organizations gain knowledge regarding their customers and transmit this knowledge to company offer to fulfill the needs of customers and satisfy them. Airlines’ effort to provide better loyalty programs and customization of service, besides making relationship with them can help to create customer satisfaction as prerequisite of loyalty.
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