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Focusing on consumer behavior, this seminar paper explores its significance in the airline industry, using Air Lingus as a case study. It addresses key questions related to consumer preferences and decision-making processes. Additionally, the paper outlines a strategy for implementing a relationship marketing program, highlighting the importance of building customer loyalty in a competitive market. The analysis provides valuable insights for understanding and enhancing consumer engagement in the airline sector.
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Consumer Behaviour in the Airline Industry, Volker Schmid
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- 2011
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