Marketing Strategies & Service Excellence for Low-cost Airline in India

Abstract

Despite poor financial performance of the airline industry for last many years, a select number of “no-frills” airlines have successfully stood out of the crowd due to their innovative service quality management and unique marketing strategies. These efforts have led to higher customer satisfaction and stronger brand image of the companies. A study was recently conducted to capture the customer expectations from Low Cost Carrier (LCC) companies and identify service excellence parameters as tools for marketing. Based on standard service quality and performance parameters adapted to the low-cost airlines in India, a set of basic as well as desirable parameters were identified that LCC companies should address to be competitive and successful. It was also apparent that the airline should be clear about what it wants to offer to its customers and should communicate and deliver what it has promised. Role of technology in improving customer satisfaction and brand image has been explored. Marketing communication strategies that are practically feasible and work best for such airlines have been identified. Caselet of Indigo Airlines as a successful LCC in India has also been taken up. This paper presents facts mainly based on qualitative analysis and basic statistical computations on the collected primary data.