Instrumenty tworzenia wartości dla klientów indywidualnych na rynku usług lotniczych w Polsce

Abstract

The air services market has evolved dynamically, driven by increasing passenger numbers, competition among airlines, and rising customer expectations. This thesis aims to identify customer value attributes and instruments used by airports and airlines in Poland. The research involved literature review and empirical studies, including participant observation, audits of regional airports, and surveys of passengers (n=2256) and air transport experts (n=8). A second passenger survey (n=861) was conducted to validate the proposed value management framework. The study utilized Polish, German, and Anglo-Saxon literature, and searched seven international databases: Web of Science, Emerald Insight, Scopus, Science Direct, EBSCO, Springer, and Google Scholar. Research results showed, that creating customer value topic is intensively being researched. However, number of publications that combine creating customer value with air services is still relatively poor. The thesis consists of five main chapters lead by introduction and followed by summary. Chapter one outlines the Polish and global air services market, including demand factors, trends, operation models, alliances, regulations, and future changes. Chapter two analyzes customer value in air services, covering new marketing paradigms, customer behaviors, and purchase decisions. Chapter three discusses customer value management instruments, proposing a marketing strategy and loyalty programs. Chapter four examines the role of information technology in creating customer value, including digital transformation, electronic communication, mobile apps, and social media. Chapter five presents research results on customer value marketing in Polish air services, leading to a model for customer value creation and recommendations for airport and airline management.