Marketing Research American Airlines

2537 words 11 pages
Background Information

American achieved its largest-in-the-industry status through a mix of pioneering initiatives and aggressive expansion. It introduced first AAdvantage frequent flyer program. AAdvantage is the frequent flyer program of American Airlines. Launched May 1, 1981, it was the first such loyalty program in the world, and remains the largest with more than 50 million members as for 2005. Miles accumulated in the program allow members to redeem tickets, upgrade service class, or obtain free or discounted car rentals, hotel stays, merchandise, or other products and services through partners. The most active members, based on the amount and price of travel booked, are designated AAdvantage Gold, AAdvantage Platinum, and
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Those levels of expectations are influenced by several factors, which we will talk about. First let’s talk about the sources that influence desired service.

Personal Needs: conditions essential to the physical or psychological well-being of a customer. Those would be: need for a comfort and need for a security. First one is a physical need; every passenger wants to feel comfortably as they have long distance to fly, while need for a security is a psychological need, customers must feel that they are in a good hands and they don’t have to worry about something. American Airlines should do everything to provide its customers with at least minimum of their needs to retain them satisfied and so loyal.

Lasting Service Intensifiers: are individual factors that lead the customer to a heightened sensitivity to service. It occurs when customer expectations are driven by another person or group of people, for American Airlines such situations could occur during business group flights or family flights. Businessman’s expectations will be intensified because he represents his colleagues, as well as family member who represents other members and chooses airline not for only himself. American Airlines should consider this and offer customers appropriate service that will meet their needs.

Personal Service Philosophy: customers who have worked in the same or


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