Browsing by Author "Joseph, Getruda"

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    The influence of aviation marketing practices on customers’ behavior: A Case of Julius Nyerere International Airport in Tanzania
    (University of Dar es Salaam,, 2017) Joseph, Getruda
    This study assessed the influence of aviation marketing on customers’ behaviour. Specifically, the study examined the influence of aviation pricing system, aviation information system, aviation’s on-line marketing and aviation’s services on customers’ behaviour. Primary data were gathered by the use of structured questionnaire administered to 104 respondents who were indiscriminately selected. Data were analysed using appropriate descriptive program for statistical analysis that is Statistical Package for Social Science version 20 (SPSS.v.20) where frequencies were ascertained. Multiple regression analysis method was then used in further data analysis. The findings disclose that aviation information system is the largely influencing factor affecting the customers’ behaviour, followed by aviation services, then aviation on-line marketing, and lastly aviation pricing system. On pricing system, the study recommends that the aviation airline companies should charge fair passenger fee which is affordable by a large number of people so as to help them afford airline services frequently. On information system, the study recommends the presence of an effective and frequently updated website. This will be providing information on various schedules and changes in aviation industry. Consequently, this will enable customers as they will be well informed and aware of what will be going on in the industry. Service provision in the aviation sector should be customer focused. It should strive to meet customers’ desires and interests so as to market these services, and eventually attract more and frequent customers in using airline services.