Klientu attiecību pārvaldība gaisa satiksmes nozarē: Eiropas zemo cenu pārvadātāju piemērs

Abstract

Klientu Attiecibu vadibas programma ir marketinga riks, kura merkis ir uzlabot mijiedarbibu starp piegadataju un klientu. CRM paredzets, lai atbalstitu uznemumus, veidojot specigakas, ciesakas un ilgtermina attiecibas ar klientiem.

Darba merkis ir sniegt ieteikumus Eiropas zemo cenu parvadatajiem ka palielinat pasazieru apmierinatibu un lojalitati, nosakot CRM faktorus, kas ietekme klientu pieredzi. CRM un aviacijas nozares teoretiskais apskats, ka ari interneta aptauja palidzes izveidot sos ieteikumus.

Rezultati rada, ka biezums ar kadu pasazieri izmanto aviosabiedribas nav saistits ar kopejo pasazieru apmierinatibu par aviosabiedribu un apmierinats klients, nenozime lojals klients. Sakara ar zemajam parslegsanas izmaksam, cena, nevis iepriekseja pieredze, ir galvenais fakors, kas ietekme pasazieru lemumus.

Customer Relationship Management program is a marketing tool that aims at improving the interaction between supplier and customer. CRM supports companies to build a stronger, closer and longer relationship with clients.

The thesis aims to bring recommendations to European low-cost carriers in order to increase passengers’ satisfaction and loyalty by identifying CRM factors influencing the customers’ experience. A theoretical review of CRM tool and airline industry, as well as an online survey will help to bring recommendations.

The results showed that passengers’ frequency use of airline is not positively associated to the overall satisfaction and that a satisfied customer is not necessarily loyal. Due to low switching-cost for flyers, the price is the ultimate decision-criterion, whatever the level of satisfaction approved from previous flights