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Aviation customers’ journey, who cares? Managing customer experiences with customer relationship management strategy: Insight into Nigerian customers’ perspectives

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  • Andy Fred Wali
  • N. Gladson Nwokah

Abstract

This qualitative paper investigates Nigeria Air passengers’ experiences and how their experiences can be improved with customer relationship management initiatives for enhanced customer satisfaction and business competitiveness. Focus group interviews and unsynchronized email interviews were employed to collect data from respondents and the thematic template analysis technique with NVivo-Pro version 11 was used for data analysis. The study revealed that the following emerging themes – tripartite collaboration, customer focus, customer sensitization and solicitation of customer experience feedback – were key for wining customers’ trust and enhancing customer satisfaction, and presents opportunities for effective market competition.

Suggested Citation

  • Andy Fred Wali & N. Gladson Nwokah, 2017. "Aviation customers’ journey, who cares? Managing customer experiences with customer relationship management strategy: Insight into Nigerian customers’ perspectives," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(2), pages 123-135, April.
    • Handle: RePEc:taf:jgsmks:v:27:y:2017:i:2:p:123-135
    DOI: 10.1080/21639159.2017.1283795
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    Cited by:

    1. Andy Fred Wali, 2018. "Customer Relationship Management and Marketing Effectiveness," Paradigm, , vol. 22(2), pages 101-124, December.
    2. Andy Fred Wali & Jackson Cyprian & Obabuike Ikeni Nkpurukwe, 2020. "Influences of Social Media Marketing Tools Towards Online Purchases: Nuances from Undergraduate Students in Nigeria Public Universities," Paradigm, , vol. 24(2), pages 239-253, December.
    3. Paul Chima & Samson Joseph Iko, 2022. "An Empirical Study of Factors Influencing Implementation of Rural Development Projects in Gwagwalada Area Council, Abuja, Nigeria," Journal of Social Sciences Advancement, Science Impact Publishers, vol. 3(1), pages 35-44.
    4. Andy Fred Wali & Hope Adanne Andy-Wali, 2018. "Students as Valuable Customers," Paradigm, , vol. 22(1), pages 1-16, June.

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