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Building the Friendly Airline Brand: Hospitable Cabin Crew for Digital Marketing Activities

Building the Friendly Airline Brand: Hospitable Cabin Crew for Digital Marketing Activities

Hayat Ayar Senturk
Copyright: © 2020 |Pages: 24
ISBN13: 9781522597834|ISBN10: 1522597832|ISBN13 Softcover: 9781522597841|EISBN13: 9781522597858
DOI: 10.4018/978-1-5225-9783-4.ch010
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MLA

Senturk, Hayat Ayar. "Building the Friendly Airline Brand: Hospitable Cabin Crew for Digital Marketing Activities." Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries, edited by José Duarte Santos and Óscar Lima Silva, IGI Global, 2020, pp. 197-220. https://doi.org/10.4018/978-1-5225-9783-4.ch010

APA

Senturk, H. A. (2020). Building the Friendly Airline Brand: Hospitable Cabin Crew for Digital Marketing Activities. In J. Santos & Ó. Silva (Eds.), Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries (pp. 197-220). IGI Global. https://doi.org/10.4018/978-1-5225-9783-4.ch010

Chicago

Senturk, Hayat Ayar. "Building the Friendly Airline Brand: Hospitable Cabin Crew for Digital Marketing Activities." In Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries, edited by José Duarte Santos and Óscar Lima Silva, 197-220. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-9783-4.ch010

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Abstract

Hospitality, the hosting behavior that brings convivial and personalized services with the ultimate aim to provide psychological comfort to guests, is a growing success criterion for service firms in today's new, experience-based economy, and thus has received considerable scientific attention in the service industries literatures. In this stream of research, most of the researchers have examined airline hospitality by taking the view pre-flight, in-flight, post-flight tangible and intangible service quality factors in an integrative manner. However, recent researches have pointed out that the airline industry has evolved in a direction where the intangible factor, such as hospitality of the cabin crew, stands out rather than its concrete functions such as “transport.” In the light of this argument, the purpose of this study is, by examining various cases, to theoretically reveal the airline hospitality as a new and fresh perspective that need to be emphasized in digital marketing activities to create widespread impact on customer experiences.

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