Influence of Airport Services in Airlines Brand Management - Challenges and Concerns
Keywords:
Airlines, Pricing, Brand Management, Consumer BehaviourAbstract
Abstract:
In today’s highly competitive business environment, organizations, particularly in the service sector, focus on enhancing service quality to ensure customer satisfaction. This satisfaction directly influences customer loyalty, profitability, and market share. In the aviation industry, a crucial segment of the global economy, deregulation since the late 20th century has intensified competition among airlines and led to the rise of low-cost carriers. Airports, an integral part of air travel, also face increasing pressures to meet evolving customer expectations, driven by technological advancements and changing traveler demographics. Modern travelers, especially millennials, are highly tech-savvy, socially engaged, and experience-driven, necessitating airports to adapt through technological innovations and service offerings that appeal to these needs. Airports are not only gateways to cities and nations but also play a vital role in tourism and national branding. Effective airport branding goes beyond marketing, intertwining with a city’s or country's identity, culture, and experience. Key factors influencing airport branding include service quality, retail options, and lounge offerings. Airports must understand their travelers' profiles to develop unique services and retail strategies, which can also foster customer loyalty. Furthermore, social media influencers are becoming essential in shaping public perceptions of airports and airlines, offering new promotional opportunities. This paper explores the significance of branding and service quality in the airport industry, highlighting the interconnectedness of airport brands with national and city branding, and the increasing importance of digital engagement in shaping traveler experiences.
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