Marketing Management Report: Customer Loyalty and Business Growth

This report examines marketing strategies employed by British Airways to foster customer loyalty and drive business growth. It explores how customer satisfaction, service quality, perceived value, customer expectations, and corporate image contribute to building long-term customer relationships. The report analyzes the impact of these marketing elements and how integrated marketing channels are utilized to reach target customers. It delves into the service quality model, customer satisfaction model, and the role of perceived value and customer expectations in shaping consumer behavior. The report also highlights the importance of various service quality dimensions, including reliability, responsiveness, assurance, empathy, and tangibility, in creating a positive customer experience. The analysis underscores the significance of effective marketing strategies in achieving business growth and sustainability, emphasizing the importance of customer engagement, feedback, and continuous improvement in service delivery. The report concludes that effective marketing is vital for customer satisfaction and overall business success.

MARKETING MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ..........................................................................................................................................3
Determine how marketing create long term customer loyalty in different market context .......3
TASK 2 ..........................................................................................................................................5
Determine how target marketing by integrated marketing channels can help in business
growth.........................................................................................................................................5
CONCLUSION...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is an important tool to engaging with the target customers and build profitable
relationship. It helps to aware the target customer about the goods and services that a company
offers. To achieve market stability and growth, it important to develop effective marketing
campaign in order to develop strong consumer positioning (Bagozzi and et.al., 2018). Marketing
involves coordination with different functions of organisation to carry functioning of
organisational objectives. It is a tools to reach the final prospects with the market offering which
helps to strength the customer base and accomplish profit goals of the organisation. British
airways is an UK based airlines company headquartered in England, London. It fleets the
passengers to different locations, which also gives hotels, room and car avail services to its
customers. Capturing the large market share it gives quality services to its customers.
TASK 1
Determine how marketing create long term customer loyalty in different market context
Different marketing strategies used by British airways for engaging with target and
creating long term customer relationship. These marketing activities are discussed below:
Customer satisfaction
Customer satisfaction is an important tool that helps in attaining customer loyalty.
Developing effective market offerings to the target helps to build strong customer base. British
airways render quality services to its customer which helps to increase the customers ratio of the
airlines (Baker and Hart eds., 2016). The company focuses on rendering quality services which
helps in meeting the current customer needs and part from that it attain new customers. To
attain customer satisfaction British airways implements different marketing tools which
influences the target customers. Creating brand loyalty in market helps to build long term
relationship with the target customers. Dissatisfied customer often affects the profitability of the
organisation as they conveys wrong feedbacks to the customers which impacts the profitable and
market share goals negatively.
Service quality
As British airways is dealing in airline industry, it promises to render quality services to
its customers. It is known fir its quality services in the market which helps to create brand image
and reputation in the market. When service quality is satisfactory it persuades customers to but

the services of the organisation more but when the service quality is poor it demotivate the
existing customer to drop the purchases. British airways takes different measures to improve
service quality to attain customer satisfaction and competitive advantage. It offers services to its
target customer by analysing the customer needs wand wants. Continuous improvement in the
service quality helps to build strong relationship with the target customers, more importantly
creates customer loyalty and creates good corporate image which further promotes profitability
to the organisation (Deepak and Jeyakumar, 2019).
Perceived value
Perceived value is termed by the marketing message that a consumer perceives out of a
brand. Creating perceived value helps in gaining competitive advantage in the market. The brand
with good consumer perceived value stimulates an consumer to buy products and services of the
existing offering company than its competitors. British airways offers the right market offering
to its customer with timely availability of services. It is the main element of the marketing
activity to create consumer perceived value which helps in shaping consumer behaviour of
buying products and services.
Customer expectations
Customer expectation is defined by the prior consumer perception and experience of the
brand. Consumer expectation is often defined by the word of mouth and any other marketing or
promoting tools used by the company. Through marketing channels customer expectation,.
Customer starts pre judging the brand. British airways promotes different marketing tools to
develop right customer expectation in the minds of the customers. Creating right customer
expectations is important as it creates right customers helps to attain customer satisfactions.
Customer expectation are met by the rendering right service quality and creating positive
perceived value from different marketing activities. When an organisation is unable to meet the
consumer expectation resulting to increased customer complaints of poor service quality it
destroys brand image in the market (Homburg, Jozić and Kuehnl, 2017.).
Corporate image
Corporate image helps developing brand value in the market. Its helps to create goodwill
apart from its competitors in the marketplace. The company with corporate image generates
huge revenue as it becomes easy of customer to develop brand loyalty. To maintain corporate

image in the market, it is important to attracts customer by effective marketing elements. It helps
to retain more customers and positively impacts on creating strong consumer perception.
Service quality dimension
Service quality dimension involves evaluating the quality of services through different
dimensions which are reliability, responsiveness, assurance, empathy and tangibility, safety and
communication. British airways evaluates its service quality by measuring these factors to
evaluating the effectiveness of the services rendered. British airways renders services which
fulfils all these attributes. Where reliability assures for rendering services which are high
efficient, British airways fulfils this attribute by ensuring clean room services, quick and
efficiently check in, reaching the destination at the promised time, reduced laguage complaints,
great food quality, fulfilling all hygiene parameters in its services etc. responsiveness is fulfilled
by quickly dealing with the customer issues and complaints, assurance is been attained by
rendering great customer services an recruiting employees who effectively deals with customers.
Tangibility is fu filed by British airways by giving comfortable seats in the aircraft, quality food,
clean and hygiene craft. Security and safety are the attributes which are looked by the British
airways to promote personal safety and the laguage safety over craft. Communication is an
important tools which helps to attain customer satisfactions and great experinee. British airways
fulfils these effectively communication of the passengers and the task , more over it pilot also
communicate to the passenger regarding the flight timings, landing and take off announcements,
customer can also easily communicate their to the customer representatives for booking of
flights, hotels or cars (Hutchinson and et.al., 2015). Thus, British airways evaluates these
parameters to ensure right service quality services to its customers. Great customer experience
build profitable relationship with its customer and renders long term stability in the market
place. service quality helps to accomplish brand loyalty, brand image and good customer
perception of its products and services in the market. British airways renders effective market
offering which helps to develop great market place strength tan its competitors.
TASK 2
Determine how target marketing by integrated marketing channels can help in business growth
Integrated marketing channel helps to promote marketing message of the organisation to
the its final customers (Kireev and et.al., 2016). It is an important element to aware the final

prospects about the market offerings. It helps to effectively communicate goods and services
offered by the company. British airways uses the integrated marketing channels to influence the
target customer. Some of these are discussed below:
Service quality model
Service quality model defines the effectiveness of the services rendered by the company.
It helps in evaluating the services that how far it has been able to achieve the organisational
objectives. The services are been measured in different parameters which are reliability,
responsiveness, assurance, tangibility, safety, security and communication. British awareness
measures the services offered by the company in these parameters to influence and attract the
target customer. These helps in improving the services offered to the customer which further
develops the profitable relationship with prospects (Kotler, 2015).
Customer satisfaction model
Customer satisfaction models defines whether the services offered by the company fulfils
customer needs and wants. Customer satisfaction model includes customer expectation,
corporate image, customer satisfaction. British airways conduct customer surveys to evaluate
customer feedbacks regrading the services offered. Satisfied customer often retain for long run
to the organisation and dissatisfied customer discontinues to take services of the company.
Corporate image
Corporate image plays an important role in determining the brand value and market
positioning of the company. The company with good corporate image in the market develops a
good customer perceived image. Corporate image is a marketing strategy which helps to attracts
customer and maintain brand loyalty in the market. British airways develops corporate image in
the market which is an important marketing strategy which helps to build strong customer base
and maintains business sustainability. For developing the corporate image in the marker,
different techniques used by British airways involves quality services, brand value (Kotler,
2016)
Perceived value
Perceived values determined by the consumer perception of the goods and services in the
minds of the customers. British airways uses effective marketing strategies by delivering market
value to its customers. It delivers quality services to the customers which helps in building
customer loyalty further it encourages and persuades target customer to purchase products and

services offered by the company. It develops a brand loyalty and reliability in the minds which
helps in shaping customer behaviour regarding products and services offered by the company.
Customer expectation
British airways uses the marketing strategies which helps in developing customer
expectations. British airways render products which fulfils high quality definition of products
and services. Customer expectation is an important element to mange customer
relationship, British airways renders high quality services with excellent customer engagement.
To retain the current customer it gives services like clean and hygienic food quality, room
services, and recruits efficient employees who effectively communicate with customer and notes
their concerns for managing customer experiences (Pencarelli and Forlani, 2018).
Service quality
The services rendered by the company directly affects the customer behaviour. The
company offering quality goods and services to its customer will lead to retain customer and
attract new customer. British airways render quality services to its customer which helps to
develop strong customer perception in the minds of the customers. Quality services offered by
British airways includes attractive prices of room, car and flight packages, including food in the
tickets, spacious craft design, comfortable seats, communication and interaction with its
customer which includes by taking their complaints and issues regarding services taken. British
airways notes down the these issues and takes measures to improve its services. Rendering high
quality services helps to build superior value to its customers. It takes different measures to
evaluates service quality offered by the company. The services are been measured in different
parameters which includes the responsiveness, reliability, assurance, tangibility, security, safety
and communication. These parameter set a basis of the company to render services to its
customers (Rowley, 2016).
Customer satisfactions
Customer satisfaction is an important marketing strategy which helps t develop to
business growth and promotes market stability. Customer satisfaction is attained by the company
when it fulfils different attributes like delivering superior value, strong consumer perception,
brand image and brand loyalty. Customer satisfaction helps to retains customer and attracts other
new customers whereas dissatisfied customers discontinuous to but products and services
offered by the company they also de motivates other customer from buying the products and

services offered by the company which will drop the sales and profit margin of the company. So
it very important to develop customer satisfaction to achieve business growth and sustainability.
Thus, British airways uses different marketing channels to promote its goods and
services to different customers (Park, 2020). It should consider different parameters to achieve
the market share growth. Effective marketing strategy is important to develop customer
satisfaction and engagement. Customer engagement and relationship helps in developing strong
business position in the market. Different parameters for improving customer relationship
includes quality services, communication with its target customer, highly efficient employees to
render effective customer services, brand loyalty, taking continuous customer feedback for
improving service quality, corporate image, customer expectation. British airways consider all
these in its marketing strategy to develop effective market offering for business growth and
success.
CONCLUSION
Marketing is an important tool to develop effective marketing offering and maintain
customer relationship. Marketing is helps to attain business success. It helps to determine the
market position of the brand. Marketing involves different strategies and functions to improve
service quality. It helps in delivering high superior value to its customers and customer
satisfaction. Customer satisfaction helps to retain customer in an organisation and attracts new
customer which further enhances sales and profit margin of the company. Thus, it becomes
important for an organisation to develop and implement effective marketing strategy to influence
customer to take services of the company.

REFERENCES
Books and journals
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Baker, M. J. and Hart, S. eds., 2016. The marketing book. Routledge.
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Hutchinson, K. and et.al., 2015. Loyalty card adoption in SME retailers: the impact upon
marketing management. European Journal of Marketing.
Kireev, V. S., and et.al., 2016. Marketing management as the realization process of research,
production and sale activity of the enterprise. International Review of Management and
Marketing. 6(6S).
Kotler, P., 2015. Marketing and Sales. Marketing. 1009. p.3V.
Kotler, P., 2016. A framework for marketing management. Pearson Education Limited.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Pencarelli, T. and Forlani, F., 2018. The Experience Logic as a New Perspective for Marketing
Management. International Series In Advanced.
Rowley, J., 2016. Information marketing. Routledge.