Управління лояльністю клієнтів авіакомпаній на засадах соціально-відповідального маркетингу

Abstract

Дисертацію присвячено поглибленню теоретичних засад та вдосконаленню методичних підходів щодо управління лояльністю клієнтів авіакомпанії на засадах соціально-відповідального маркетингу. У роботі отримали розвиток теоретичне поняття «управління лояльністю клієнтів», загальна класифікація типів лояльності споживачів, методичний підхід до оцінки ризиків втрати клієнтів авіакомпанії. В процесі дослідження обґрунтовано концептуальні положення процесу управління лояльністю клієнтів на засадах соціально-відповідального маркетингу, уточнено інтерпретацію економічної категорії «лояльність споживачів в системі соціально-відповідального маркетингу» на підставі визначення загальних та специфічних ознак поняття лояльності, методичний підхід до оцінки впливу лояльності клієнтів на ефективність господарської діяльності підприємства, науково-практичний підхід до організації управління лояльністю клієнта авіакомпанії в системі соціально-відповідального маркетингу на основі впровадження CRM системи.

The work is devoted to solving the actual scientific and practical task of deepening the theoretical principles of managing airline customer loyalty on the basis of socially responsible marketing. The work, established that customer satisfaction is an integral factor in the formation of their loyalty – the degree of goods or services conformity to client needs. The general classification of consumer loyalty types has been improved by including: "loyalty on the principles of marketing of relations", "loyalty on the principles of social marketing" and "loyalty on the principles of socially responsible marketing". In the work it is proposed to understand managing client loyalty as the process of forming a specific, stable, long-term and positive client commitment to the enterprise market offers by successfully integration of shared values in order to achieve equilibrium in the complex of product and price relationships on the basis of trust under the influence of client loyalty programs. A conceptual model of customer loyalty management demonstrates the structure and casual ties in the process of customer loyalty management. The key feature of the proposed model is the simultaneous consideration of the transformation of factors important for loyalty forming in the process of loyalty management: connection of client and service company values with the achievement of a different levels of customer loyalty; converting the actual lack of consumer loyalty to the maximum possible level through the use of the concept of socially responsible marketing, as an independent scientific direction that has its own tasks, principles and specific methods. The use of the proposed methodological approach to assessing the customer loyalty influence on the efficiency of the enterprise business activity allowed to determine the influence of a number of factors on the airline profit. This paper presents the results of a survey of domestic airline passengers in order to determine the qualitative factors of customer loyalty. It is revealed that in the air transportation market more than a half of passengers do not choose the airline, but rather make an obligatory purchase. In this case, it is necessary to distinguish the share of such spontaneous purchases and to develop strategic alternatives to increase the cases of returning to the airline. In order to analyze the factors of loyalty forming of the airline’s customers, the consumer behavior from the position of outflow risk or air services refusal in general has been investigated. An analysis of survival was used as a research tool. Due to logit and probit regressions, the mathematical models of influence on the probability of clients outflow are constructed, loyalty factors that have the greatest influence on the customer loyalty forming are determined. The scientific-practical approach for organizing the airline client loyalty management in the system of socially responsible marketing based on the introduction of CRM system that allows to provide systematically the stable airline’s clients loyalty on the basis of socially responsible marketing is proposed. This approach is based on the need to build by airline the passenger service system that is in the interaction of five major business processes. These processes are the following: strategy development, value creation, information management, multichannel integration and performance evaluation. An estimation of the effectiveness of the information system on the basis of JMS implementation that allows to distinguish the contribution of decision-making acts in the implementation of airline business processes. In order to evaluate the influence of the relationship with the client each stage of airline’s business processes is proposed to use the group delta valuation Delphi, through which a survey of the airline relevant departments leaders was conducted. An algorithm for implementing a customer relationship management system in the airline as a tool of marketing communications, which will improve the relationship between the airline and existing customers, will facilitate the attraction of new passengers, and will allow to forecast customer wishes regarding service, routes, cross-selling, etc. Thus, the effectiveness of the implementation and ownership of CRM is associated together with the company core business and the paradigm of socially responsible marketing