This consulting project was written as part of the MSc in Management at the International Hellenic University for Ellinair Airlines. It examines how a startup airline like Ellinair can achieve customer engagement in such a highly competitive industry. First, the research measures the expected and perceived service quality of the company’s flights using the SERVQUAL model. Considering that the higher the quality, the higher the engagement, the results demonstrate which services of Ellinair should be improved. Additionally, the study aims at identifying the traits that define Ellinair’s brand personality and the level of self-congruity, meaning the congruity between the brand’s and the customer’s personality traits. Finally, based on the results, the study addresses to the company practical recommendations in order to boost their customers’ engagement
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