IMPACT OF CUSTOMER RELATIONSHIP MARKETING ON MARKET PERFORMANCE: A CASE OF SHAHEEN AIRLINE

Abstract

Purpose- The thesis aim is to find out the impact of customer loyalty, commitment, satisfaction and trust on marketing performance of Shaheen Airline in Pakistan. Methodology/sample- Through survey and descriptive methods were used for the collection of the data. Data will be gathered through primaiy source and 350 customers of Shaheen Airline were interviewed through a survey for collecting the responses under non-probability sampling. The convenient and purposive sampling methods were applied for taking responses. 5 point likert scale was used as research instrument. The results of regression analysis are done after the factorization of 17 questions asked to the respondent. The questions are factorized to reduce the data. Findings- The Pearson correlation analysis shows that there is positive and significant relationship between the independent variables (customer trust, commitment, loyalty and satisfaction) and dependent variable (marketing performance). The data is check by the Cronbach's alpha value that is more than 60% indicating that the data is valid and reliable for the test. ANOVA table shows the test significant that means the value of Cronbach's Alpha and regression value is significantly predicting the true results. Regression analysis value is 0.939 indicate that the marketing performance is depending on customer loyalty, trust, commitment and satisfaction. Practical Implication- This quantitative research results concluded that the Shaheen air marketing performance is depending on customer trust and commitment. Through this research, academic and industry experts regarding CRM can understand the need of proper implementation of this demand and its impact on market performance with respect to Shaheen Airline.