CUSTOMER COLLABORATION STRATEGY AND MARKETING SUCCESS OF AIRLINE INDUSTRY IN PORT HARCOURT, NIGERIA

Abstract

 Customer Collaboration Strategy has been considered as the most reliable feedback platform that provides client’s preferences and experiences in an effective and meaningful way for successful marketing goals. The study investigated the extent of relationship between customer collaboration strategy and marketing success of Airline industry in Port Harcourt, Nigeria. One hundred (100) copies of questionnaires were distributed to customers of airline firms in Port Harcourt and ninety eight (98) copies were retrieved and were valid for the analysis. Spearman rank order correlation coefficient was used to analyse the data. The study revealed that there is a positive and strong significant relationship between customer collaboration and Marketing success of airline industry in Port Harcourt. The study concludes that customer collaboration strategy and its dimensions, all contributes significantly towards achieving marketing success of airline firms in Port Harcourt. The study further recommends that managers of airline firms in Port Harcourt should be inclined to deliver an overall compelling customer experience through interactions with customers in order to properly understand customer’s feelings about their services.