The rapid pace of globalization has caused increasing consciousness among customers. Growing competition and improved job opportunities, especially in the private sector, coupled with improved buying power (which is a direct impact of regular employment generation) have made consumers more demanding. Therefore, to attract and retain customers, cost & quality control continues to be the keyword, as airline remains primarily a service catering to the business as well as leisure customers. It is, therefore, vital to focus on the planning and delivery aspects related to effective customer service in the airline industry. This book deals with the importance of customer service, pricing and promotion of customer service, training and development of employees, CRM and customer delight in the airline industry and strategies adopted to achieve them. Further, the airline industry experience and cases for customer service and strategy to attain customer delight for long-term retention have been highlighted. The book is target to the business and marketing managers of the airline industry, marketing consultants, marketing management teachers and students.
ABOUT THE AUTHOR Amitabha Ghose
Amitabha Ghose holds an MBA degree with specialization in Marketing and Export Management from Indian Institute of Business Management, Patna and MDP in Marketing using IT and the Internet from IIM Calcutta. Besides these, he is also a member of the Calcutta Management Association, Kolkata. He has over 15 years of corporate experience in the area of sales, marketing and export, market research, channel development, branding and strategic management. He is currently working as Faculty Member at Icfai Business School Research Centre, Kolkata. Prior to joining Icfai, he was working with Tata Group Co in various capacities, including Sales Manager for eastern region and SAARC countries. He later joined in the marketing division of Indian Oil Petronas (PSU-Malaysian MNC JV Co.) with national responsibility. He also worked for an FMCG company and a Management Consultancy firm in the capacity of Regional Manager. His research areas of interest include - competitive intelligence in the global economy, marketing strategy, global branding, retailing, mergers and acquisitions and strategic management.
ABOUT THE AUTHOR Ishita Mukherjee
Ishita Mukherjee holds a bachelor's degree in Economics from Calcutta University and an MBA in Marketing from Bharatiya Vidya Bhavan's Institute of Management Science, Kolkata. She is currently working as a Senior Research Associate at Icfai Business School Research Center, Kolkata. She has over four years of industry experience in the fields of service marketing and market research. Her areas of interest are international trade, financial services marketing and human resource management.
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