Brand awareness and its influence on repeat customers in the airline industry

Abstract

India's aviation industry is seeing growth, and the country is host to several domestic airline firms.In India, the domestic aviation industry is predominantly composed of private airlines, accounting for over 75% of the market, making it one of the aviation markets with the highest growth rates globally. Currently, there are 454 functioning airports in the country, out of which 16 are international airports. The aviation sector is projected to have a resurgence with an anticipated compound annual growth rate (CAGR) of 18% in 2011. The Civil Aviation Ministry's current predictions indicate that increasing traffic movement and revenues-which climbed by about US$ 21.4 million in 2009-will enable India's Airports Authority to create higher margins in 2009-2010. Acknowledging and. Recognizing and delivering high-quality service begins with knowing exactly what clients want.

Service quality is one of the finest measures for assessing the opinions and expectations of clients. Customer performance within an organization determines customers satisfaction with services. Passenger happiness affects customer sovereignty. It is possible for customers to be really satisfied and still not be loyal, or vice versa. Companies need to have a deeper understanding of the relation between online behaviour and contentment in order to divide internet marketing tactics between programs that promote behavioural intention and happiness. The findings will benefit airline managers by enabling them to monitor and improve the quality of their workforce, improve customer service, and increase passenger satisfaction.

In India, buying airline tickets again and again is rather usual, particularly for business or frequent visitors. Numerous domestic airlines in India have frequent flyer and loyalty programmes as a means of encouraging consumers to keep using them when making travel reservations. Furthermore, a lot of Indian travellers buy their flights using online travel agents (OTAs), which make it simple for consumers to compare options and costs across several airlines. To entice users to make additional reservations, these OTAs frequently provide cashback or discount incentives for recurring bookings. Furthermore, a lot of Indian airlines entice customers to buy tickets with them again and again by providing a range of promotional deals, discounts, and cashback incentives at different periods of the year. In general, Indians frequently buy plane tickets again and are influenced by loyalty programs, frequent flyer programs, discounts, cashback offers, and the ease of booking through online travel agencies.