ABSTRACT
This research work titled "Effective Marketing Strategies for Airlines Operating in Enugu Metropolis (A Case Study of Executive Airline Services) was carried out with some of the following objectives: -
- To find out if the customers are satisfied with the quality and availability of EAS.
- To identify and evaluate the marketing strategies used by EAS.
- To determine whether Airline users are satisfied with the fare charged by Executive Airline Services
- To recommend the appropriate measures aimed at improving the marketing strategies used by Executive Airline Services.
- Based on the above objectives, the researcher prepared two sets of well structured questionnaires, one for the management and relevant staff and other for the customers of Executive Airline Services (EAS) within Enugu Metropolis.
Extensive literature review was carried out and the sample size of 369 customers determined using Top man's formular, since the population of management and relevant staff is, the researcher did a census survey.
The four hypothesis formulated were tested using chi-square and data collected were analyzed using tables, percentages and frequencies.
Some of the findings are:
- That the customers within Enugu Metropolis are satisfied with the quality of EAS, Airline Services.
- That the marketing strategies adopted by EAS Airline have positive impact on the profit of the organization.
However, their charges are considered by their customers to be high and their promotional strategies are not effective for creating customer awareness of their services.
Based on the findings, the researcher suggest among others that;
- The Airline should make their fares to be in line with those of Airline and equally intensify their efforts in their promotional strategies.
They should always remember that the customer is the king, and the only survival strategy in a competitive marketing environment is the use of effective and efficient strategies, which are both responsive and responsible.
