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esources to the best utilisation in creating the experience. The purpose of this research is to explore the best possible in bringing out the dimensions of customer experience particularly in the context of airlines, as these dimensions contributes directly on the approval or disapproval of the passengers, which becomes exceptionally important in the services industry. Secondly the purpose is to develop a scale that measures customer experience. CONCLUSION The study tried attempting to develop the factors contributing to customer experience in the context of air travel. The customer interacts in the dynamic process with the drivers of experience and vice versa as an active co-creator in the total process. For the service providers the study results shall indicate the value of investing a great deal of effort in understanding the complexity of interactions, especially between the customers and the drivers of such experiences shall really be an eye opener and thrive upon to provide the same as an USP for them to stand out from the competition. LIMITATIONS The sampling method is a limitation to the current study, as the sample represents a limited crosssection of the travelling population and thus may not represent the true and entire population. DIRECTIONS FOR FUTURE RESEARCH The present study depicts the variables involved in the creation of experience for the customers travelling in an aircraft, relating to the airline industry. Further study could be attempted to develop the measurement device and the study of customer experience. REFERENCES Ailawadi et al., (2009). “Customer Experience Management in Retailing: Communication and Promotion,” Journal of Retailing, 85 (10). Arussy, L. (2002), “Customer experience management: the heartbeat of your business”, C@all Center CRM Solutions, Norwalk, CT available at: www.tmcnet.com/ccs/ oe1000.htm Beatty et al., (1966), “Customer-sales associate retail relationships”, Journal of Marketing, Vol. 72 No.3, pp.223-47. Berry, L. and Parasuraman, A. (1994), “Improving service quality in America. Lessons learned”, Academy of Management Executive, Vol. 8 No. 2, pp. 32-52. Berry, L (2002), “Managing the total customer experience”, Sloan Management Review, Vol. 43 No. 3, pp. 85-90. Calhoun, J. (2001), “Driving loyalty: by managing the total customer experience”, Ivey Business Journal, Vol. 65 No. 6, pp. 69-79. Carbone, L.P. (1998), “Total customer experience drives value”, Management Review, Vol. 87 No. 7, p. 62. Clutterbuck, D. and Goldsmith, W. (1998), “Customer care versus customer count”, Managing Service Quality, Vol. 8 No. 5, pp. 327-41. Cronin, J.J. and Taylor, S.A. (1992), “Measuring service quality: a reexamination and extension”, Journal of Marketing, Vol.56, July pp 55-68. Day. G.S. (1969), “A two dimensional concept of brand loyalty”, Journal of Advertising Research, Vol.9 No.3, pp 29-36. De Ruyter, K and Bloemer, J. (1999), “On the relationship between perceived service quality, service loyalty and switching costs”, International Journal of Service Industry Management, Vol. 9 No.5, pp 436-53. Dick, S.A. and Basu, K. (1994), “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol. 22 No.2, pp 99-113. Jarvis, L.P. and Wilcox, J.B. (1977), “True Vendor loyalty or simply repeat purchase behavior?”, Industrial Marketing Management, Vol.6, pp 9-14. Dawkins, P. and Reichheld, F. (1990), “Customer retention as a competitive weapon”, Directors and Boards, Vol. 14, summer, pp. 42-7. www.theinternationaljournal.org > RJEBS: Volume: 02, Number: 09, July-2013 Page 60
Fudenberg, D. (2000), “Customer poaching and brand switching”, The Rand Journal of Economics, Vol. 31 No. 4, pp. 634-57. Gilmore, J.H. and Pine, J.B. II (2002), “Customer experience places: the new offering frontier”, Strategy and Leadership, Vol. 30 No. 4, pp. 4-11. Holbrook and Hirschman (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, 9 (September), 132–40. Kotler, P. (1984), Marketing Management: Analysis, Planning, and Control, 5 th ed., Prentice-Hall, Englewood Cliffs, NJ. Kotler, P. and Singh, R. (1981), “Marketing warfare in the 1980’s, Journal of Business Strategy, winter, pp 30-4. Lamperes, B. (2002), “The entertainment factor”, Business Week, 25 March. Jones, T.O. and Sasser, E.W. (1995), “Why satisfied customers defect”, Harvard Business Review, Vol. 73 No. 6, pp. 88-99. McAlexander et al., (2002), “Building brand community”, Journal of Marketing, Vol. 66 No. 1, pp. 38- 54. Macmillan, I.C. and McGrath, R.G. (1997), “Discovering new points of differentiation”, Harvard Business Review, Vol. 75 No. 4, pp. 133-42. Meyer, C and Andre, S (2007), “Understanding Customer Experience,” Harvard Business Review, February 117–26. Naylor et al., (2008), “Using Transformational Appeals to Enhance the Retail Experience,” Journal of Retailing, 84 (1), 49–57. Parasuraman et al., (1988), “The service quality puzzle”, Business Horizon, Vol. 31 No.5, pp. 35-43. Parasuraman et al., (1991a), “Refinement and reassessment of the SERVQUAL Scale”, Journal of Retailing, Vol. 67 No. 4, pp. 420-50. Parasuraman et al., (1991b), “Understanding customer expectations of service”, Sloan Management Review, Vol. 32, spring, pp. 39-48. Pine, J.B. II and Gilmore, J.H. (1998), “Welcome to the experience economy”, Harvard Business Review, Vol. 76 No. 4, pp. 97-106. Reichheld, F and Sasser, W. (1990), “Zero defections: quality comes to services”, Harvard Business Review, Vol. 68, September/October, pp. 105-11. Rowley, J. (1999), “Measuring total customer experience in museums”, International Journal of Contemporary Hospitality Management, Vol. 11 No. 6, pp. 303-10. Sara Sandstorm et al (2008), Managing Service Quality, Vol. 18 No. 2, pp. 112-126 Siobhan et al., (2008), Managing Service Quality, Vol. 18 No. 3, pp. 212-224 Verhoef et al., (2009), “Multi- Channel Customer Management: Understanding the Research Shopper Phenomenon,” International Journal of Research in Marketing, 24 (2), 129–48. Wyner, G. (2000), “The customer’s burden”, Marketing Management, Vol. 9 No. 1, pp. 6-7. Zeithaml et al., (1996), “The behavioural consequences of service quality”, Journal of Marketing, Vol. 60, pp. 31-46. www.ibef.org www.theinternationaljournal.org > RJEBS: Volume: 02, Number: 09, July-2013 Page 61
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Table of Contents Articles THE GLOB
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Figure 1: Components of Indian Fina
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esults as regards the stability of
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10. Hasan, M., K., Haque, M., & Law
Page 12 and 13: In the first stage of development,
Page 14 and 15: References: 1. Krishnamacharyulu CS
Page 16 and 17: and the additional procedures neede
Page 18 and 19: TO FIND THE RELATIONSHIP BETWEEN ST
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Page 24 and 25: economic and social. Some people ma
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Page 36 and 37: The Impact of Macroeconomic Factors
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