SERVICE INNOVATION STRATEGIES AND CUSTOMER PATRONAGE OF DOMESTIC AIRLINES IN PORT HARCOURT

Abstract

This study centered on service innovation strategies and customer patronage of domestic airlines in Port Harcourt. The survey research design was adopted. Two research questions and two hypotheses guided the study. The target population consists of all three domestic airlines operating in Port Harcourt International airport, involving a census study of the entire three domestic airlines. Questionnaire was the major instrument for data collection. In course of the study, it was found that customers would be delighted and loyal when quality service is delivered. The study further found that airlines are introducing digital technologies such as artificial intelligence (AI) engines, predictive analytics, mobile apps, data mining tools and social media integration into their services to serve customers better. Based on findings the study held that there is significant relationship between prompt delivery and repeat purchase of domestic airlines. And there is significant relationship between e-service and customer retention of airlines in Port Harcourt. Consequently, the study recommended that airlines should avoid delaying customers while rendering service as prompt delivering on customer service stand to motivate customers to repeat visit patronizing the airline. Again, airline operators should seize available electronic service such as, AI, social media with associated innovations meeting customers’ expectations, by serving them better and gaining customer retention that would equally serve as advocates.