Simulating Airline Marketing Strategy Using System Dynamics Modelling
نویسندگان
چکیده
Marketing airline products and services has always been highly competitive and requires that rigorous strategic planning is put in place for achieving maximum growth and profitability. Customer relationship management which is one of the factors that has direct impact on the overall performance of an airline must be guided and maintained by changing organisational internal and external marketing plans. However, it is very dangerous to find solutions to problems that involve customers and strategic planning by experimenting with real subjects. Therefore, simulation studies have become one of the ways of proffering solutions to such problems. In this paper we present a hypothetical proof-of-principle study that was conducted to demonstrate the feasibility and applicability of using System Dynamics (SD) simulation for studying airline marketing strategies. In conclusion we can say that SD simulation has shown strong potential as a decision support tool in this instance, and we are confident that our prototype can be used as a basis for investigating real-world cases.
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