Elevating Air Travel Experience: A Strategic Approach to Enhance Customer Retention and Market Penetration for Airport Lounges in Chennai, India.

Abstract

A marketing strategy focused on customer engagement aims to build and nurture meaningful relationships with customers. This involves understanding their needs, preferences, and behaviors, and tailoring marketing efforts accordingly. Through personalization, multi-channel engagement, and value-added interactions, businesses seek to create a loyal customer base. Concurrently, market penetration strategies focus on expanding the reach of a product or service within existing markets. This involves effective segmentation, targeted promotions, optimized pricing, and distribution channels. This marketing strategy aims to explore innovative approaches to boost customer retention and increase market penetration for airport lounges. By identifying key trends in the aviation industry and understanding customer preferences, the proposed strategy integrates personalized services, technology advancements, and targeted promotional campaigns to create a seamless and unforgettable airport lounge experience. The objective is to not only retain existing customers but also attract new ones, thereby solidifying the airport lounge as an essential component of modern air travel.The research methodology employed in this study involves a multi-faceted approach to comprehensively explore and address the factors influencing customer retention and market penetration for airport lounges. Quantitative data will be collected through surveys distributed to airport lounge visitors, capturing demographic information, travel habits, and satisfaction levels with existing lounge services.. Survey has been taken from 130 respondents from Chennai Domestic Airport to better understand the customer experiences and best possible way to enrich the brand.