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The Influence of Airline Marketing Strategies on Passenger Satisfaction |
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PP: 103-113 |
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doi:10.18576/isl/130109
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Author(s) |
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Ashraf Jahmani,
Abdullah Helalat,
Zeyad Alkhazali,
Khaled Halteh,
Nihaia Mhrakani,
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Abstract |
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| In this paper the purpose is to explore the relationship between the marketing mix and passenger satisfaction by analyzing the influence of marketing mix components on Airlines. The study aims to identify which marketing strategies have the greatest impact on passenger satisfaction and how this knowledge can be used to improve the passenger experience. The study also aims to establish a system for identifying factors that contribute to passenger satisfaction for airlines. A group of 100 frequent passengers was randomly selected to participate in the study, there is a response rate of 66.6% and been analyzed the relationship between the proposed models constructs using structural equation modeling (PLS- SEM). The results indicated that, with the exception of physical evidence, people, and process, the marketing mix had a limited impact on passenger satisfaction. The study also revealed that various factors influenced the marketing mix elements of Airlines, which significantly affected passenger satisfaction.
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