Appiah-Adu, K., Fyall, A. and Singh, S., 1999. Marketing Culture and Business Performance in the Airline Industry. Journal of Travel and Tourism Marketing, 8 (3), pp. 47-70.
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In recent years the airline industry has witnessed increased emphasis on the cultivation of a culture which fosters the effective implementation of marketing programmes. This growing attention stems from the belief that sound marketing practices provide an important source of competitive advantage in the service sector which is characterised by high levels of interaction between firms and their customers. Moreover, marketing academics and managers proclaim that a strong marketing culture leads to customer retention, which in turn, yields higher profitability. In this study an attempt is made to investigate empirically the relationship between UK airline firms' marketing culture and business performance. Our results indicate a strong relationship between marketing culture and business performance. To conclude, implications of the findings for airline managers and avenues for future research are discussed.
|Uncontrolled Keywords:||Marketing culture; customer satisfaction; customer retention; airline firms|
|Subjects:||Social Sciences > Tourism|
|Group:||School of Tourism > International Centre for Tourism and Hospitality Research|
|Deposited By:||Ms Karen Ward|
|Deposited On:||13 Jul 2010 16:55|
|Last Modified:||07 Mar 2013 15:34|
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