Integrated Marketing And Internal Marketing In Relation To Establishing The Satisfaction And Loyalty of LCC Airline Customers In Indonesia
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 9
Abstract
The aim of this study is to examine the relationship between customer loyalty through integrated marketingand the corporate internal marketingstrengthened by the customer satisfaction with the LCCairlines in Indonesia. Survey has been carried out toward 400LCC passengers at Soekarno HattaAirport and analyzed in descriptive and explanatory ways using the method of Structural Equation Modeling.The results of this study show that customer loyalty model is a formation of interaction between integrated marketingand internal marketingthrough the improvement of customer satisfaction. So, LCCairlines in Indonesia should prioritize the strategy of integrated marketingand internal marketing in order to generate customer satisfactionfor customer loyalty improvement.
Authors and Affiliations
Suparwan Cecep Kosasih, Farida Jasfar, Robert Kristaung, Juliater Simarmata
Keywords
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- EP ID EP401189
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