Factors affecting customers retention:the case of Turkish Airlines

This Research on the factors of Customer Retention Strategies In the Aviation Industry in the context of Turkish Airlines mainly focused on the African region, in particular Addis Aabba, Ethiopia in the East Africa region. The factors are mainly service quality, customer satisfaction, customer loyality, loyality reward, and relationship commitment. The development of technology & the liberalization of the aviation industry has created opportunities for customers nowadays to use a variety of alternatives, which gives rise to high competition in the industry. This situation compels the aviation industry not only to increase its market share in acquiring new customers, but also to be able to retain their current customers. It has attracted the attention of researchers that retaining customers is by far more cost-efficient and incurs less marketing cost than attracting new customers. This situation, therefore, necessitates that Turkish Airlines studies the gap between its customer's perceived and expected retention strategies, and analyzes the factors affecting customer retention in Turkish Airlines. Turkish Airlines is interested in filling any gaps following the findings of the research. Qualitative and quantitative research methods were used in this research. The research design is of a descriptive type that describes the characters of objects, people, and the environment. In the research, a 200-sample size was randomly selected from Passengers in the boarding area at Addis Ababa Bole International Airport. In addition to that, interviews with the top management and employees of Turkish Airlines Addis Ababa were carried out. Descriptive statistical analysis, factor analysis, and regression were also used in this study. The result of this study is that customer satisfaction and perceived safety, influence customer retention more than other factors.