Marketing Strategies for Customer Satisfaction and Loyalty: Emirates Airlines Case Study

This essay analyses the marketing theory concerning satisfaction, loyalty and relationship between the two. It also provides a critical review of the marketing strategies that will play a significant role in increasing the satisfaction along with loyalty among the different employees in the real world. The case study of Emirates Airlines is used to develop effective marketing strategies for customer satisfaction and loyalty.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Introduction
The essay throws light on the overall analysis of the marketing theory which is
concerning to satisfaction, loyalty and relationship between the two. Furthermore, the critical
review is required to be done which will be helpful in understanding and developing the
marketing strategies which will play a significant role in increasing the satisfaction along
with loyalty among the different employees in the real world.
So et al. (2016), have commented that nowadays in the competitive environment, the
satisfaction of the customers is one of the major aspects which should be analyzed by the
organisations to increase the loyalty among the existing customers and awareness about the
firm among the people in the competitive business environment. The research will be
covering and analysing the related literature review and defining the most effective marketing
strategy which will be affecting customer loyalty in the market appropriately.
Overview of Emirates Airlines
Emirates Airlines is one of the largest airline organisations which is based in Dubai,
United Arab Emirates. The airline is the subsidiary of the Emirates Group, and it is one of the
biggest airline companies in the Middle-East operating over 3600 flights per week from the
hub at Dubai International Airport and in more than 150 cities in more than 80 countries
across the six continents (Emirates.com 2019). The key people who are involved in the
foundation of the company is inclusive of Ahmed bin Saeed Al Maktoum who is the
chairman of the company. The number of employees working in Emirates Airlines is 64768
until the year 2018 and the revenue which has been earned by the company has increased to
US$ 13.3 billion until the year 2018.
Critical Analysis of Marketing Theory Concerning Satisfaction, Loyalty and
Relationship Between the Two

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Relationship Between Marketing Strategies and Loyalty Among Customers
As commented by Ryu and Lee (2017), the customers of the different organizations
need to be assured that the different needs are being adequately catered for. It is very crucial
for the companies to ensure that the customers are being appreciated and the marketing
strategies of the marketing are essential and significant. As hypothesised by Rahimi and
Kozak (2017), every company chose the best marketing strategy for achieving the different
objectives which are dependent on the environment in which it operates. As defined by
Pansari and Kumar (2017), the marketing strategies are the various procedures along with
practices which allow the companies to focus on limited resources as to make them the most
significant opportunities to increase the overall sales and enhance the profits and accomplish
the sustainable competitive advantage in the market.
Furthermore, as commented by Morschett, Schramm-Klein and Zentes (2015), the
main goal of the organizations is to enhance the level of the customer satisfaction along with
maximisation of the profits which will be beneficial for their growth. The level of customer
satisfaction helps the company is usually reaching as to determine the level of success, and
the main reason is due to the customer satisfaction as it is one of the primary aims of the
company and improve their overall brand image in the market. As opined by Kim, Vogt and
Knutson (2015), the customer satisfaction is the measure in analyzing how the different
products and services which are being supplied by the organizations meet the expectations of
the customers in the market.
Kim et al. (2015), have hypothesized that effect of the relationship satisfaction on the
relationship commitment which is based on the marketing mix. As argued by Hur, Moon and
Jung (2015), the quality is one of the significant tools along with fundamental strategy by the
different organizations as it will be providing more interest towards the stakeholders,

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managers, partners and the customers present in the market. The maintenance of appropriate
standard level of the quality of the service and knowledge relating to expectations and
satisfaction among the customers becomes the significant challenges which affect the overall
marketing of the products and competitiveness in the market as well.
To maintain customer loyalty, it is one of the essential elements in determining the
success of the organization or failure. Hence, as commented by Hollensen and Opresnik
(2015), the companies aim at striving to build a proper relationship with their customers and
additionally, providing the superior and quality service products is one of the critical factors
in improving the overall profitability in the market as well. On the other hand, Hollebeek,
Conduit and Brodie (2016), have opined that poor quality of the service is one of the primary
reasons due to which the customers switch to the other competitors present in the market.
Proper development and maintaining loyalty among customers or creating long term
relationship with the different customers is the key to survival along with the growth of the
various service firms. Therefore, the relationship between loyalty among customers and
service quality has been widely investigated.
Impact of Consumer Behavior on Marketing Strategy
As commented by Harrison-Walker (2011), the marketing strategies impact the daily
lives of the customers in a significant manner which is inclusive of the following aspects:
Firstly, they act as the source of information for the different new products and
services which are available in the market.
Secondly, it helps in influencing the way they perceive and think regarding a
particular product and service. It is inclusive of the different beliefs, perceptions and buying
decisions of the customers in the market.

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As hypothesized by Harker et al. (2015), the marketing strategies such as marketing
mix (4Ps) can be considered which will help manage the different changes. The impact of the
marketing strategies on the behaviour of the customers is defined wherein Drummond, Ensor
and Ashford (2010), have commented that understanding the action of the customers is
initiation of creation of accurate marketing aspect and the success or failure is the primary
evaluation of the responses of the customers to the particular marketing strategy is one of the
major processes which should be helpful in indicating whether the organization has been
successful in fulfilling their needs and wants along with analysis of the impact of the same on
the society.
Dimensions of Marketing Strategies
As commented by Chernev (2018), the three dimensions of the worldwide marketing
strategy of MNCs which are as follows:
(1) standardization-
adaptation, (2)
configuration-
coordination, and (3)
strategic integration
(1) standardization-
adaptation, (2)

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configuration-
coordination, and (3)
strategic integration
(1) standardization-
adaptation, (2)
configuration-
coordination, and (3)
strategic integration
Standardisation-Adaption- It is one of the major key elements which refers to the use
of the same or different products and services, advertising, distribution channels along with
other elements of the marketing mix across the different countries. As opined by Bowie
(2016), the different MNCs follow a standardization strategy as the tastes and preferences of
the customers are changing in the competitive business environment, and they are becoming
homogenous.
This is one of the major aspects which is the primary source of competitive advantage
in the market and it has the overall ability to produce high quality and low-priced products
which will be beneficial in attaining low cost position and optimum worldwide marketing
strategy is to sell the standardized products along with services with the usage of the
standardized marketing programs.

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Configuration- It is the other technique which is being used in which MNC operates
and configures its upstream, downstream along with different other internal value-adding
activities. In the particular aspect, Blythe (2009), has commented that the firm can choose to
concentrate on different kinds of activities in a specific country and export the similar range
of products and services in foreign countries. Concentration is the other technique through
which the companies can attract different customers and improve their profitability in the
market.
Strategic Integration- It is the technique wherein it is being considered as the
comprehensive strategy of marketing which is being used in the major markets in different
parts of the world as to gain the competitive advantage in the market. As opined by Bernstein,
Ottenfeld and Haug (2017), the different MNCs may manage to fight with the different
competitors in the market and it is, therefore, essential to integrate the competitive forces of
the firms across major markets in the world which will be beneficial for the success of the
firm in the overall competitive market.
Impact of Marketing Mix on Customer Satisfaction and Loyalty
As opined by Banerjee (2017), the marketing mix is one of the significant elements
which is being used by the companies to improve the performance. The pricing strategy is
described as the effective approach which will help determine whether the price skimming
strategy will be used or a penetration strategy. The product development growth strategy
helps introduce a new set of products in the existing market which will be beneficial for
increasing the performance of the quality of the products appropriately.
As hypothesised by Attia (2013), the product and the service should be viewed as
fostering the value for the money. There are different pricing strategies which are available in
the market wherein the penetration in pricing aspect is wherein the firm price their products

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lowly as they have a more significant market share which is done after securing a large
percentage in the market when they will be gaining strong competitive advantage. As
commented by Armstrong et al. (2015), the customer loyalty is the emotional and physical
commitment which is given by the different customers in exchange of the various goods and
services for their needs being met. It is one of the essential concepts to keep the customer
happy as he/she will have more business with the respective company and it will enhance
their brand image as well.
Furthermore, as opined by Amini (2012), in order to keep the customers for more
business, the satisfaction of the customers is required to be warranted by the market. In the
competitive business environment, whoever provides the best quality products and better
services to different customers; such companies will have an advantage over the other
competitors who are present in the market. Moreover, Armstrong et al. (2015), have
commented that maintaining loyalty among the customers for the respective brand, it is an
essential element for determining the overall success of the firm and hence the different
organizations have started striving to build a good relationship with the various customers.
Additionally, Amini (2012), has commented that providing superior quality is one of the
critical factors in improving the overall profitability of the firm. On the contrary, the poor
quality of the products and services is the other reason due to which the customers shift to the
other competitor brand.
Development of Marketing Strategies to Increase both Satisfaction and Loyalty with
Customers
In the case of Emirates Airlines, the respective organization has been able to develop
successful travel along with tourism presence known the world for providing the most

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appropriate services to the different customers in the world. The business of Emirates
incorporates:
 The award-winning international cargo division
 Airline IT developer
 Leisure and destination management
Emirates Airlines have mixed fleet in the portfolio of the product which is inclusive of
Airbuses and Boeing Widebody Aircraft. Emirates Airlines tries to provide the customers
with excellent services as it works to maintain a highly competitive streak in the overall
market. Emirates Airlines is one of the largest airlines till date and the products include
excellent and consistent services which have paved the way for the rapid growth along with
revenues. As to render the different qualitative services, Emirates Airlines has maintained
both personal along with a professional approach towards the customers (Armstrong et al.
(2015).
Furthermore, in comparison to the other airlines, Emirates Airlines have been able to
satisfy the different needs of the customers through supplying the personalized services, and
they are the ones who will be providing showers in flights. Additionally, Emirates try to
deliver passengers with various functions which are inclusive of the Business Class Services
along with Economic Class Services (Banerjee 2017). To give satisfaction among the
customers, it can be identified that Emirates Airlines have introduced comfortable seats for
the passengers wherein there are flatbeds, the storage facility for the privacy along with
private suits which will help attract more customers.
Emirates Airlines have tried to provide better services such as housing and healthcare
benefits which is offered to employees and the other staffs present and working under
Emirates Airlines. The primary motive of the respective airline is to provide the customers

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with happiness and loyalty which will help attract and manage loyalty among the customers
as well. In addition to the same, the price is the other element which is being operated
effectively by Emirates Airlines (Blythe 2009). As Dubai is one of the significant links
between east and west, the organization has been able to serve the low cost tickets to the
different customers in comparison to the other airlines.
As to improve the loyalty and satisfaction among the customers, Emirates Airlines has
been able to serve with low cost tickets to the customers in comparison to the other airlines.
In the present scenario, the company has been able to help the customers with shortest
available routes and direct flights to different destinations and at reasonable rates which have
been able to satisfy the requirements of the customers (Blythe 2009). Due to the direct flights,
it has been able to maintain the effective policy of pricing as the different customers can save
due to the undue stopovers. In the present scenario, the different passengers such as the office
goers and the college students prefer low cost airlines as they prefer budget airlines.
With the implementation of the low cost pricing strategy that has provided them with
a strong competitive advantage over the other competitors in the market. It helps them in
generating revenues because of the volume of the different passengers. Emirates Airlines has
further adopted the strategy of dynamic pricing wherein it has resulted in flexible pricing of
the seats (Attia 2013). The policy of pricing is diversified, and therefore it has been able to
manage the overall demands of various classes in the society such as luxurious and the high-
class individuals along with middle-class individuals. Due to the flexible pricing strategy,
Emirates Airlines has been able to improve the overall effectiveness of the airlines in
comparison to the other competitors such as Etihad Airlines and Qatar Airlines.
The promotional strategies which have been adopted by Emirates Airlines are very
competitive in comparison to the other competitors. Additionally, the different services which

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are being provided by Emirates help them in improving their services day by day and
satisfying the customers. Furthermore, Emirates follow both the traditional and modern
marketing techniques that have helped them in catering to the wide along with the unique
base of customers and gain competitiveness in the market (Drummond, Ensor and Ashford
2010). The other notable activity which is performed by Emirates Airlines is that they are
associated with the non-profit organizations and initiatives and they provide funds to different
areas irrespective of the geographic boundaries.
From the above analysis of the different marketing strategies of Emirates Airlines, it
can be identified that the respective airlines have been able to meet the different demands of
the various groups of customers in the market and they have satisfied the diverse
requirements of the customers appropriately. By providing them with several types of low
cost and budget airlines, Emirates Airlines have been successful in improving their reputation
in the market, and it can be beneficial in improving their overall brand image in the market.
The other marketing aspects which have been used by Emirates Airlines is to offer the
customers with regular information regarding the flights and ticket booking on their official
website which is readily available for the customers.
Due to the implementation of the various amenities which are being provided by
Emirates Airlines, it has been useful for them to improve loyalty among customers. In the
present scenario, all the customers in the competitive business environment prefer to travel
with comfort, however at a low cost that is being adopted by Emirates and it helps them in
managing the different demands of customers and improves the overall satisfaction.
Recommendations
Therefore, from the above analysis of the different marketing strategies of Emirates
and its relation with customer satisfaction and loyalty plays a crucial role in improving the

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overall brand image of the company. However, there are a few aspects which can be
enhanced by Emirates to improve the overall satisfaction among clients, and they can
generate better revenues and profits in the market as well.
An absolute amount of sales promotion is required to be adopted by the sales and marketing
experts of Emirates Airlines as it will be helpful for them in attracting a large number of
customers and gain competitiveness. The advertisement should be advertised in every country
in a way which will be matching the culture of the different countries. As to improve the
loyalty program of the company, Emirates need to offer extra incentives along with premium
coupons for the customers who have shown loyalty towards the brand of Emirates and gain
competitiveness.
As to improve the overall brand awareness and sales of the company, Emirates Airlines need
to encourage sales by offering discounts to the customers and be competitive in comparison
to the other airlines present in the market. As to build proper and strong public relations with
the customers, Emirates can be launching an online marketing campaign in which the
customers can be winning vacation related packages and engage in different types of concerts
as well.
Conclusion
Therefore, it can be concluded that the airline sector is complex as well as dynamic in nature
and to improve the overall brand competitiveness in the competitive business environment, it
is required for them to understand the mindset of the customers which will be beneficial in
improving the overall effectiveness of the firm. Additionally, behavioural and demographic
factors play a vital role in managing the customer's satisfaction and loyalty. In case of the
Emirates Airlines, the company has been able to improve the overall comfort of the
customers through the proper implementation of the various low cost budget airline tickets

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and other amenities of the airlines that have been able to attract the customers and gain a
competitive advantage in the market.

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