PREFERENCE OF CUSTOMER RETENTION OF THE AIRLINE INDUSTRY IN THE PHILIPPINES

Abstract

The aviation industry in the Philippines has witnessed sustained growth over the years, characterized by a notable increase in both domestic and international passenger traffic. In light of the fierce competition among airlines, prioritizing customer retention has become imperative. It is essential to analyze current marketing strategies and identify the key factors that contribute to customer loyalty within the Philippine airline sector. The global expansion of the aviation industry has posed significant challenges for local airlines, compelling them to adopt contemporary marketing trends to maintain their competitive edge. Consequently, the sector has shifted towards a customer-centric marketing approach that emphasizes the delivery of personalized experiences, strategies for customer retention, and initiatives aimed at fostering loyalty. This study will employ a Google Form Likert scale questionnaire as the primary tool for data collection. The questionnaire will consist of a range of statements related to customer retention within the airline sector. Participants will be invited to indicate their level of agreement with each statement using a Likert scale that includes responses such as "Strongly Agree," "Agree," "Disagree," and "Strongly Disagree." The content of the questionnaire will address multiple elements, including pricing, service quality, consumer preferences, brand reputation, promotional tactics, and loyalty programs. Respondents will be asked to assess how these factors influence their commitment to remaining loyal to a particular airline. This study offers significant insights into the demographic characteristics and preferences of male and female customers within the airline industry and travel agencies in the Philippines. The results emphasize the critical role of various factors, including pricing, service quality, consumer preferences, brand reputation, promotional tactics, and loyalty programs, in retaining customers. Additionally, the challenges highlighted by both groups of respondents reveal a pressing need for more affordable pricing, enhanced customer service, empathy, and tailored experiences. It is important to acknowledge the limitations of this study, such as the sample size and potential biases, which suggest that further research is needed to explore additional variables and their effects on customer retention. As a result, this research provides valuable insights that can help airline companies in the Philippines develop effective marketing strategies to improve customer retention and satisfaction.