BRAND POSITIONING STRATEGIES AND CUSTOMERLOYALTY OF DOMESTIC AIRLINES INPORT HARCOURT, NIGERIA

Abstract

In a competitive industry like the airline industry where customers can easily switch from one airline service provider to another, maintaining customer loyalty becomes the only way for airline companies to survive in addition to acquiring new customers. It is obvious that the cost associated with acquiring new customers is much higher than those of retaining existing customers because of the cost of advertising and promotions. To saving the costs of acquiring new customers through advertising and promotions, companies resort to measures to retain existing customers in order to achieve customer loyalty. Customer loyalty assures a company of patronage of not just constancy and longevity of business but creates an effective competitive advantage (Shivaji&Navulur, 2014). According to Koçoğlu andKirmaci (2012), customer loyalty is the most valuable asset of an organization judging from the angle that it enables an organization to sustain its customer base, increase its market share and profit margin