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Marketing Research of SkyWest Airlines

Marketing Research of SkyWest Airlines

Discuss Marketing Research of SkyWest Airlines within the Marketing Research ( MR ) forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; SkyWest Airlines, Inc. is a North American regional airline headquartered in St. George, Utah,[1] flying to 159 cities in 40 ...



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Marketing Research of SkyWest Airlines
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Netra Shetty
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Marketing Research of SkyWest Airlines - April 8th, 2011

SkyWest Airlines, Inc. is a North American regional airline headquartered in St. George, Utah,[1] flying to 159 cities in 40 U.S. states, 6 Canadian Provinces, and 1 city in Mexico. The airline serves as a feeder airline, operating under contract with various major carriers. It flies as SkyWest Airlines in a partnership with AirTran Airways,[2] United Express on behalf of United Airlines and as Delta Connection on behalf of Delta Air Lines.
SkyWest Airlines is one of two airlines owned by SkyWest, Inc. (the other being Atlantic Southeast Airlines). Combined the two airlines make up the tenth-largest airline in terms of number of planes, operating 440 regional aircraft[citation needed].
As of 2010, SkyWest employs over 11,000 people throughout North America. The airline operates 1,750 departures a day, with 1,197 operating as United Express, 522 operating Delta Connection and 31 as AirTran Airways. In total, SkyWest carried 24.3 million passengers in 2010.[2

Marketing Research

Research in general connotes a systematic and objective investigation of a subject or problem in order to discover relevant information or principles. It can be considered to be primarily fundamental or applied in nature. Fundamental research, frequently called basic or pure research, seeks to extend the boundaries of knowledge in a given area with no necessary immediate application to existing problems. Applied research, also known as decisional research attempts to use existing knowledge to aid in the solution of some given problem or set of problems. Marketing research is the systematic and objective search for and analysis of, information relevant to the identification and solution of any problem in the field of marketing.

The marketing research at Avon is directed towards gathering information from the customers in order to develop products and services that will satisfy the needs, wants and demands of the customers. The marketing research also aids in directing the marketing strategies of the company. In general information are gathered from the customers through surveys (sometimes in the form of customer feedbacks or suggestion form) (Smith and Albaum 2005).


The recommendation for Avon focuses on ways of reaching out to the customers and gathering information from them that can be used in designing products and services. It is recommended that the company make use of Customer Relationship Management (CRM) in order to build a strong long-term relationship with the customers.

Customer Relationship Management (CRM) can be defined as the development and maintenance of mutually beneficial long-term relationships with strategically significant customers (Buttle 2000). CRM according to Plakoyiannaki and Tzokas (2001) is an IT enhanced value process, which identifies, develops, integrates and focuses the various competencies of the firm to the ‘voice’ of the customer in order to deliver long-tern superior customer value, at a profit to well identified existing and potential customers.

Customer relationship management focuses on strengthening the bond between customers and the firm by maximizing the value of the relationship for the benefit of both the customer and the firm. As a business philosophy, CRM is based upon individual customers and customized products and services supported by open lines of communication and feedback form the participating firms that mutually benefits both by buying and selling organizations. The buying and the selling firms enter into a ‘learning relationship’, with the customer being willing to collaborate with the seller and grow as a loyal customer. In return, the seller works to maximize the value of the relationship for the customer’s benefit. With the objective of most businesses today being to create and maintain loyal customers at a profit, CRM provides the platform for seeking competitive advantage by embracing customer needs and building value-driven long-term relationship (Ford et al 2003).

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