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The impact of service expectations on marketing strategies in the UK economy airline industry: A case study focusing on EasyJet
Pages 52 (13052 words)
Abstract This study aims to analyze the relationship between customers’ expectations and marketing strategy in the case of Easy Jet (a low cost airline service company). The case of Easy Jet has assisted the researcher to analyze the relationship between customers’ expectations and marketing strategy in the more deliberate and comprehensive way…
Moreover, this study is quantitative in nature as it involves identifying the impact of customer expectations on marketing strategies of Easy Jet with the help of SERVQUAL model. By selecting a sample of 100 passengers who had travelled through Easy Jet’s airline services, the researcher adopted purposive sampling technique. Survey questionnaire was developed to carry out the primary research. The empirical discussion revealed that SERVQUAL model is a valid and reliable tool which helps in measuring the overall performance of different dimensions of service quality. The results retrieved from the statistical analysis of the primary data highlights that Easy Jet provides quality services to its customers and is very close to meeting the customers’ expectations. Moreover, the regression analysis of the primary data revealed that that the service dimension “Empathy” and “Reliability” are the most excellent performing service attributes of Easy Jet, which implies that the respondents are emotionally attached with using the services of the Easy Jet airline and consider it a reliable source of travelling. ...
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