Marketing Research American Airlines

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Background Information American achieved its largest-in-the-industry status through a mix of pioneering initiatives and aggressive expansion. It introduced first AAdvantage frequent flyer program. AAdvantage is the frequent flyer program of American Airlines. Launched May 1, 1981, it was the first such loyalty program in the world, and remains the largest with more than 50 million members as for 2005. Miles accumulated in the program allow members to redeem tickets, upgrade service class, or obtain free or discounted car rentals, hotel stays, merchandise, or other products and services through partners. The most active members, based on the amount and price of travel booked, are designated AAdvantage Gold, AAdvantage Platinum, and…show more content…
E.g. customer who has worked as a stewardess knows the frequency how often stewardess must walk between rows and how fast she should serve customers. Satisfying won’t be easy job as they are quite demandable, so American Airlines should do their best. Company shouldn’t forget about the Adequate Service that customers will perceive as acceptable, now we will talk about the sources that influence Adequate Service. Temporary Service Intensifiers: emergency situations when service is urgently needed. A customer who is short in time and needs to fly immediately will be more demanding from the Airlines, if company won’t be able to fulfil those demands next time customer will be less tolerant and more exigent. The level of adequate service will increase and the zone of tolerance will narrow, so American Airlines should try not to frustrate their customers and do everything to meet urgently appeared demands. Perceived Service Alternatives: other providers of same service or services that can substitute the offered one. For American Airlines such would be its main competitors; TWA and Pan American. Also the limousine service and rail service. As American Airlines have many service alternatives, they have to provide customer with a better service for the same price, or same service for a lower price. So American Airlines should have better price or better service in order to successfully compete with TWA and Pan American. Self-Perceived Service Role: customers’

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