Influence of airline service marketing mix with airline passenger satisfaction and loyalty

Abstract

The study analyzed the influence of airline service marketing mix on the airline passengers’ satisfaction and loyalty by conducting a survey among domestic airline passengers in Chennai, India. The role of the airline service marketing mix strategies which had both most and the least influence on the domestic air travel, as perceived by airline passengers was examined using the 7Ps of airline service marketing mix elements as drivers of domestic airline passengers’ satisfaction. The result highlighted that the punctuality, promotion, people, process and physical evidence factors had an extremely significant positive relationship with the airline passenger satisfaction and loyalty, whilst Price factor revealed a negatively significant relationship with airline passenger satisfaction and loyalty. Thus the study recommends that a management should improve the service marketing mix elements by applying the right mix to attract and retain customers to establish their service to survive and sustain in the current competitive scenario.