Airline Consumer Engagement Marketing Essay

air lane Consumer movement market Essay AbstractThis paper reasones how respiratory tract rail line companies control with their consumers. It talk well-nighes the panaches of consumer employment and the bear upon of necessitatement. well-nigh companies map integrated marketing burn down to eng advance consumers beca handling of the novelty of needs in the market. It to a fault outlines the discordant theories of purpose-making as utilise in the air lane industry. The maneuver is to crap how un ilk consumers clear their decisions about work and ingatherings in the market. Cognitive stochasticity surmisal, maximisation benefit, the sound work and the supposition of deduction give realistic concepts for predicting the behavior of consumers. Companies atomic number 18 much liable(predicate) to determination of goods and run them in designing and implementing consumer espousal strategies.Introduction node meshing marketing refers to all(a) the strategies that a friendship or line of credit physical exercise to establish a relationship betwixt the consumers and the operations of the caller-out. sumive consumer enlistment strategies ar master(prenominal) beca use up they work on consumers towards bringing set in relation to companies. Consumers who value the operate or products of a particular community persist to be loyal guests (Bowden 2009). Consumer readment smoke also be comprehend as a marketing dodging that aims at creating and maintaining loyal guest rack in the market (Bowden 2009). This paper seeks to discuss how companies in the respiratory tract sector engage with consumers of their function in the market. It also seeks to discuss how consumers marque decisions using relevant theories.The Reasons for Consumer amour Processes mind why companies need to engage with consumers in the market is useful in determining how they conduct the ferment of engagement. Consumer engagement is a cru cial verbal expression of soil precaution. Brand management is one of the marketing strategies that companies use to establish shuffle loyalty. It aims at increasing the positive perception of a particular product or operate (Ashworth & Kavaratzis 2010). For instance, companies in the airways sector engage in aw argonness campaigns to inform the public of their go and routes of destination. The aw atomic number 18ness campaign is one of the aspects of brand management strategy. Consumer engagement strategies whitethorn depict political programs for receiving feedbacks regarding the run that companies adjure in the skyway sector. The companies crowd out use the feedbacks to improve the temperament of their services (Ashworth & Kavaratzis 2010). For instance, an air hose company whitethorn learn that their flight attendants don comparatively longer time to distri thate customers comp bed to separatewise companies. The airline company may use the instruction to serve as a basis of investigation and improvement of all services. client engagement strategies also provide entropy that a company can use to empathize the slice of the market. The training regarding the composition of the market is useful in determining why certain age groups do non use the lendable services. It also narks the company understand how to metamorphose and improve their services to accommodate the amours of other good deal who do non use the services (Bowden 2009). Companies may also understand their competitions using the feedback they receive from consumers.Consumer Engagement Strategies Modes of EngagementCompanies use various modes to engage consumers. The suitableness of the modes depends on the objective of engagement. For instance, a company that seeks to stay put feedback on their new product forget use Facebook because it provides options for receiving comments. The strength of the methods of engagement lies in the ability of consumers to provide fe edback regarding the operations of companies in the airline sector. The market composition for airline services has manufacture complicated. It consists of distinct groups of community who redeem varying needs. from each one group of consumers requires a diametrical advert method. The methods of publicizing take on the traditionalistic modes much(prenominal) as televisions, radios and printed articles. Most recently information engine room has become the predominant mode of engagement. Information engineering science supports various loving platforms such as Facebook and twitter. Information technology also involves ad through and through and through roving phone applications. Most airline companies use an integrated marketing strategy to do to the challenge of diversity in the market. co-ordinated marketing strategy involves using various advertisement methods together. The scheme offers a universal approach for savoury consumers of airline services in the oper ations of the company (Shakeel-Ul-Rehman & Ibrahim 2011). Media planners in such companies take the diversity in the market in relation to the interests of multitude. For instance, the traditional advertisement methods may be stabilizing in reaching sight who cleverness key the use of technology a daunting task (Shakeel-Ul-Rehman & Ibrahim 2011, p. 188). It can be argued tha tthe use of information technology offers more(prenominal) appeal to the younger generation and business lot who value time. Consumer engagement through favorable media works on normals that are different from the traditional methods. It offers a platform for receiving feedbacks regarding the operations of the company.The Process of EngagementBijmolt et al. (2010) maintains that the fulfil of consumer engagement begins from acquirement of the same. The cover of acquisition involves selecting prospective customers on the basis of their possible responsiveness and their ability to purchase the servic es. This aspect is important to airline companies in African countries because of the high gearer(prenominal) rate of charges they impose for the services. solo stack with adequate fiscal resources can afford the charges. The pickaxe criteria might ease companies to conserve their resources by focusing on customers who fit the qualification criteria. The selection do work helps the airline companies to establish their focus in the market. The companies use the Recently, Frequently and Monetary impersonate to select prospectus customers (Bijmolt et al. 2010). RFM is a strategy that companies use to determine the value of customers. The surmise of the valuation model is that a early customer has the same characteristics as the customer of the past. The second step in the process involves the management of the acquired customers (Bijmolt et al. 2010). This step also involves a sub-process of allocating resources in relation to the establishment of good marketing approaches. Media planners select suitable advertisement modes based on the outline of the characteristics of the prospective customers. Airline companies might, thitherfore, use an integrated marketing approach to counter the challenge of diversity in the market. A higher symmetricalness of volume immemorial above 65 years and above find technology intimidating and involving. Majority of good deal aged be mortified 45 years find technology appealing to their interests (Shakeel-Ul-Rehman & Ibrahim 2011). Business people and executives of various corporations prefer direct interrogative because other processes consumes a lot of time. Correspondingly, the consumer management process follows a successful analysis of the characteristics of prospects consumers (Posavac 2012). Other steps involve customer development and store (Bijmolt et al. 2010). The processes aim at attracting loyalty to the services of airline companies by engaging in vigorous campaigns of the same. In general, airline co mpanies engage consumers through a process that begins from a careful selection of the same and ends at retention. They also engage consumers through carefully plotted advertisement techniques (Bijmolt et al. 2010).Consumer Decision-Making ProcessMaking a decision involves engaging in a process that would help decide the right of course of action in a military position with more than one alternative. Young (2010) people develop risk-benefit frameworks in nigh situations to conk out the options that are present. An unmarried would want to make decisions that impact positively on his or her life. The outcomes of situations depend on the nature of decisions that individualists make. Decision-making processes also apply in situations where consumers need to hold in the midst of products and services. The airline industry has several(prenominal) companies that offer same or uniform services. The theories that rationalize decision-making processes include cognitive discord, tr unk opening, commitment, proof effect, choice-supportive bias, verification bias, the scarcity principle, and reasoned action scheme (Young 2010). Cognitive noise speculation maintains that individuals forever seek to minify the extent of discomfort in contradicting situations (Young 2010). accord to the hypothesis, individuals cognize discomfort due to the conflicting ideas in their minds (Cooper 2007). It explains that an individual in such a situation is belike to take the easy option of eliminating the source of discomfort (Young 2010). Cognitive dissonance affects how consumers process information in relation to various products and services. Individuals will forever open ideas that conflict with their pre-conceived perceptions about certain companies. The diversity in ideas resolvents from the acclivitous trends, the shifting needs and social circles (Young 2010). In social circles, everyone tends to defend what they believe to quash the uncomfortable situat ions. For instance, an individual may experience cognitive dissonance when he receives a message that contradicts the value that he attaches to an airline company (Cooper 2007). A friend may try to convince him that there is some other company that offers reform services than the company he has been using. Marketers may use the concepts of this theory to present invariable information when engaging consumers. Consistency theory asserts that lack of labor in the relationship between beliefs and actions come alive uncomfortable feelings in individuals (Little-John & Foss 2008). It affirms that people beseech to engage in acts that are consistent with their belief and cultural constitution. The discordance in the relationship between the belief form and actions evoke uncomfortable feelings. An individual in such a circumstance is promising to change the belief and value system to accommodate the emerging trends. Human beings have predetermined belief and value systems that the y use to evaluate decisions before making them. In other words, the choice that people make should always be consistent with what they embrace as right or price (Little-John & Foss 2008). Any slight variation between the belief system and the course of action evokes the feelings of discomfort in individuals. The consistency theory explains why some people are particular about the flight attendants who serve them in an airplane. The theory may not find much application in customer engagement compared to cognitive dissonance theory. Most processes engaged in the planning of airline services do not contradict the belief systems of individuals. The theory of conclusion pull up stakes discusses how probabilities of outcomes influence the behavior of individuals (Secchi 2011). The theory maintains that people tend to develop little interest in situations which present low probability outcome of the desired results (Loughran et al. 2012). Similarly, an individual will develop more i nterest in a situation if the probability of achieving the desired results is high (Secchi 2011). Individuals make choices on the basis of the probability of the outcome of the situation. They recognize outcomes based on their past experiences or the experiences of other people. For instance, engaging consumers through social media provides a platform that consumers may use to present their feedbacks. Some of the feedbacks can be critical of a companys operations. If so many people acknowledge the efficiency in operation of an airline company, then people are more to likely seek the same services. In other words, people want to get a hint of what would happen if they were to make a particular decision. The behaviour copy is purportn by the need to choke the ostracize feelings that come from humiliations. People have various expectations regarding how they want the outcomes of various situations to become (Loughran et al. 2012). Most airline companies use important personaliti es in advertisements to create an view of better past experiences. The personalities convince potential consumers that the services of the company were better. The aim of the advertisements is to influence consumers to develop positive opinions regarding the services of the company. Maximization utility theory predicts that kind beings behave as if they were economists and were business-minded. It asserts that an individual is likely to make a choice of a product that offers the greatest value for the least amount of funds possible (Kahneman & Thaler 2006). In extreme circumstances, the be of products and services are more likely to influence the purchasing behaviour of individuals level if the quality is compromised. Inadequate resources influence this pillowcase of a decision-making process (Kahneman & Thaler 2006). In everyday circumstances, people will want high-quality result for fewer inputs. It explains why people like to bargain when purchasing products and services. In the airline industry, people tend to go for companies that offer quality services at low-cost rates. It can be argued that the understanding of this theory also affects the pricing strategies of various airline companies (Kahneman & Thaler 2006). For instance, most airline companies have different classes of passengers first class, second class and tertiary class. The first-class passengers can afford high charges for the highest quality of service. The low-class passengers are the people who gaze to use airline services, but are discouraged by the high charges. Choice-supportive bias theory explains that most people twist their memories to convince the present result that the decisions they made were the best (Ross 2009). The theory asserts that most people manipulate their memories to prevent the feelings of disappointment that the result presents. The case happens in situations where an individual has to take an early stand in the matter that involves multiple options. Indi viduals will always want to remember less negative amours about situations that happened (Ross, 2009). In a business surroundings, the choice supportive bias theory occurs for consumers who have used a particular product or service for a long time. Such consumers will always talk negatively about other products or services. It is an advanced level of brand loyalty that results from in effect(p) consumer engagement strategies. various companies understand that subjecting prospective customers through in effect(p) and consistent consumer engagement sessions influences the way they cover the services. Consumers would continue to stick even if their services were relatively poor compared other companies (Ross, 2009). The principle of scarcity affirms that individuals are more likely to go for services and products that are simply in the market, especially if the take on is high. Individuals tend to associate scarcity of products and services with quality. The judgment is that th e services or products could be unique because several people went for them (Siebert 2008). If many people went for them then, they must have been impressive. The abundant bring home the bacon of a particular service or product may create the impression that it is less desired by people (Siebert 2008). Most people analyze situations to define the behaviours of others towards various products or services (Siebert 2008). The aim is to avoid first-hand experience of disappointing results. Airline companies understand this principle and use it to subjoin the consumption of their services. They create a demand crisis then offer limited opportunities for work of their services. The strategy encourages people to book flights in advance to avoid a demise minute rush. The reasoned action theory explains that individuals engage in certain actions because they planned to do so (Tanachart & Islam 2010). It also explains that the bearing originates from his or her attitude towards that be havior (Tanachart & Islam 2010). In this context, the intention serves as the basis for prescience of a behavior pattern. Beliefs and values influence the formation of attitudes regarding certain patterns of behavior (Smith & Biddle 2008). Understanding peoples beliefs system is important in understanding their attitudes. Understanding attitudes helps in predicting what an individual plans to do in a circumstance. An individual is more likely to engage in a particular action if he or she believes that it is the right thing to do in the circumstance. What other people think of the choice plays a commutation role in influencing the actions of the individual. The theory recognizes that there are factors that limit the influence of peoples intentions towards engaging in a particular behavior (Smith & Biddle 2008). For instance, the airline companies are aware that many people wish to use their services but are incapacitated by the lack of financial resources. The understanding has comp elled the airline companies to develop different classes of service high class, middle class and the low class. Cognitive dissonance theory, maximization utility, the reasoned action and the theory of certainty provide realistic concepts for predicting the behavior of consumers. Companies are more likely to use them in designing and implementing consumer engagement strategies.ConclusionCompanies in the airline industry engage consumers through an integrated marketing approach. The approach is influenced by the diversified nature of the market. The engagement process begins from the selection stage and ends at retention of customers. There are various theories that explain how consumers make decisions regarding products or services. Such theories include cognitive dissonance, consistency theory, commitment, certainty effect, choice-supportive bias, confirmation bias, the scarcity principle, and reasoned action theory.ReferencesAshworth, G. J., & Kavaratzis, M., (2010). Towards effec tive place brand management branding European cities and regions. Internet Resource. 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