Relationship between Customers Expectations and Marketing Strategy at Low-Cost Airline Company - Dissertation Example

If I am to travel from London to any place, I would select the airline service that provides me value for the money I pay. I would also look at the other attributes of services like how the staff behaves with passengers, how the information is provided to the passengers, what is the quality of tangible attributes of the services, and so on. My preferences and behavior towards purchasing airline services would change as the changes in industry standards and micro and macro-economic factors take place.

As the augment of consumerism with intensive globalization and competition is taking place, enterprises have become more consumers oriented (Ranchhod, 2007). Enterprise whether a service provider or a product manufacturer looks for the care of the customer (Nijssen & Frambach, 2001). This has been the trend of the postmodern era where the influence of the consumer is direct on business planning and operation. Strategists are all aligned to customer thinking and perception (Ranchhod, 2007).

They have realized that how important is to consider consumer choice and satisfaction to make services successful in the market (Wilson, 2012). In enterprises, there are two things that have picked the importance from marketing strategists; customer satisfaction and expectations (Nijssen & Frambach, 2001). Keeping both things aligned to the marketing strategy is what makes a strategy a conductive one and one to bring impact (Agarwal et al., 2003). For enterprises quality of service is very important but at the same time, they understand that quality is something that is approved by customers and confirmed to customer use so that their needs can be satisfied (Havaldar, 2010).

According to modern theorists, enterprises progress only if they have a method to address customers’ demands. Addressing customer's demands means meeting their expectations and perception (Proctor, 2013).Customers’ expectations do have an influence on marketers and their strategic thinking (Proctor, 2013). They have an influence on the marketer strategists while designing their marketing schemes and tactics (Nijssen & Frambach, 2001). In the cycle of business and service provision, all variables (expectations, satisfaction, and strategy) come along.

Just like from customers’ expectations and satisfaction, a strategy is devised and similarly through strategy customers’ expectations are met and addressed (Proctor, 2013). This study aims to analyze the relationship between customers’ expectations and marketing strategy in the case of Easy Jet (a low-cost airline service company) (Mayer, 2007). The case of Easy Jet has assisted the researcher to analyze the relationship between customers’ expectations and marketing strategy in a more deliberate and comprehensive way (Proctor, 2013).

Apart from customers’ expectations, there are other factors too that have influenced Easy Jet’s marketing strategy. These factors are also on the cover of the study (Mayer, 2007). 2. Research AimsA service provider company such as Easy Jet works for its customers, their expectations, and their satisfaction respectively. This study aims to investigate the impact which customers’ expectations create on Easy Jet’s marketing strategy.