• Research Paper on:
    Aer Lingus Case Study

    Number of Pages: 24

     

    Summary of the research paper:

    This 24 page paper looks at the Irish airline Aer Lingus and considers it marketing and strategy. Written in five parts that paper examines how the company has managed to place customers first so effectively, how knowledge of their customers buying behaviours have helped with decision making processes, the use of customer perception in marketing, the value of relationship marketing and how this may be implemented at Aer Lingus. The bibliography cites 21 sources.

    Name of Research Paper File: TS14_TEaerlingus.rtf

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    Unformatted Sample Text from the Research Paper:
    at how this has occurred it has been a gradual development which has been the result of a customer centric strategy. This has been seen in several ways. The initial  decision to compete with the national flag carriers rather than at the low cost end of the market, meant that there needed to be a service level that could compete  and win customers. This meant looking at what customers wanted. From this a position there was the realisation that the point of interaction would be key in the delivery  of service. This meant customers had to be out first, but we can also argue there was also the knowledge of the way this might be best achieved. This meant  investment and development of the international personnel so that as well as building on the friendly image the compnay would also be seen as professional and efficient. Where there  is to be the valuing of customers this is often supported where the employees themselves also feel valued, this allows the attitude to proliferate and employees respond in the manner  that are treated (Huczyniski, and Buchanan, 1996). Therefore, to gain a customer centric organisation the company had to become a people centric operation. The result was then the perception of  the company being a service provider. It is known for many goods and services it is not the product or the direct service that is bought, for example, a bed  is bought for a good nights sleep and a drill for the holes it can make (Kotler, 2003). Therefore, the airline could ether sell seats on an aircraft, or it  could sell a pleasant journey. By developing the sale of an experience rather than just a seat there was also the ability to create and maintain a competitive advantage. 

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