التسويق بالعلاقات وأثره في تحسين أداء خدمات شركات الطيران

Abstract

This research tackles the marketing relationship and its impact on improving the performance of airline services . The research aims to identify the concept and importance of marketing relationships, clarify the nature of the efforts and activities that contribute to the application of the concept of marketing relationships in the air transport sector. The research problem in that the services in the air transport sector usually intangible, which makes marketing have a lot of difficulties, especially as the air transport sector in which several components made from various quarters to make features of the service fluctuate from time to time, therefore, may look into customer inappropriate in some cases. The researcher follow the inductive approach, and the historical method, and the descriptive approach to the applied study. The researcher tested the following hypotheses: ـــThe first hypothesis: the air transport services have a value through technology and new ideas distinct, encourage the establishment of the structural relations of the concept of marketing relationships. ـــThe second hypothesis: The presence of effective strategies for communication with customers contribute to the activation of marketing strategies through marketing relationships. ـــThe third hypothesis: There is a relationship between the services provided by the Sudan airways companies for the client and the degree of client relationship with the company. Verified the validity of these hypothesis and proved, and the researcher find out many results including: ـــThe modern concept of marketing focuses on the importance of the process to retain customers more than the current process of seeking permanent to attract new customers. ـــ Relationship marketing contributes in providing a framework focused on making the client and the market in the center of the organization's strategy. The study ended with several recommendations including: ـــSudan airways need to be focused on its primary objective on the study of customer needs and try to meet with them to achieve a reasonable profit. ـــThe need to receive complaints and suggestions from customers with special interest from the department of Sudan airways.