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Customer orientation and innovativeness in a customer satisfaction framework : A study within the Norwegian airline industry

Risheim, Isabel Nøstvik; Moberg, Ina Karoline Tørrissen
Master thesis
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1760112.pdf (1.751Mb)
Preliminary thesis report.pdf (268.8Kb)
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http://hdl.handle.net/11250/2488889
Utgivelsesdato
2017
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Samlinger
  • Master of Science [1116]
Sammendrag
Obtaining satisfied and loyal customers is essential for the success of any

business, and therefore it is crucial to continually develop a greater understanding

of what drives customer satisfaction and loyalty. Subsequently, a number of

national customer satisfaction indices have been introduced in the last decade.

However, because of the changing market conditions, it is important to learn,

adapt and improve these indices to be able to measure customer satisfaction in the

best way. Accordingly, this research has taken this matter into consideration, and

has included customer orientation and innovativeness to evaluate if the

consequences of these constructs lead to customer satisfaction and loyalty.

Additionally, the research also considers perceived price and quality as individual

variables for creating perceived value, it evaluates relative attractiveness within

the model, and appraises if customer loyalty can create engagement in social

media.

The empirical research has been conducted within the Norwegian airline industry,

with focus on the different competitive strategies of the chosen airlines to

investigate the relationship between the customers’ experience and the firm’s

implementation of these strategies. As the airline industry is a competitive

industry that changes rapidly, airlines should evolve their strategies around the

customers want and needs, and be innovative to get a competitive advantage and

outstanding business performance.

A conceptual model was synthesized with inspiration from the Norwegian

Customer Satisfaction Barometer. Then, Norwegian airline passengers was

surveyed about the effects within the framework, and their perceptions of the

airline. Further, Structural Equation Modeling techniques was used to analyze the

data and to answer our hypotheses. Overall, the study presents strong support for

the conceptual model and hypothesized paths, and thus adding some new angles

to the strategic service marketing literature.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017
Utgiver
BI Norwegian Business School

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