Understanding what buyers value within a given offering, creating value for them, and then managing it over time have long been recognized as essential elements of every market oriented firm’s core business strategy. Pegasus Airlines demonstrated what “aim of marketing” really is for its customer, which is “to create value to customer and capture value in return”. Specifically the case mentioned three theoretical concepts, Truly Customer Focused, More than Amenities and Love your Customers, which would clearly explains a Customer Value Company.
1. Every individual have differences and so our own needs, wants and demands. Customers are the most important aspect of any service industry, may it be in banking, telecommunications, tourism and even in the government service. Needs are the basic human requirements. In this context, Pegasus was able to provide its customer needs through low-cost fare, on-time departure/arrival, in-flight meals and safety flights. These needs becomes wants when they directed to specific objects that might satisfy the need. Customer wants such as regular flight schedules to premier destinations and affordable add-on charges on other services are available. The customer wants to have services that can save their time. Pegasus customers want more in terms of social networking so the company developed “mobile phone fly”. Demands are wants for specific products backed by an ability to pay. In terms of customer demands, ticket refund in case delay, exclusive airport amenities and discounts on advance flight booking and meal order. The customer demand for low cost airlines that provides a safe travel and effective service. Pegasus has created a niche as one of the best in low-cost airline industry by developing services that caters to the needs, wants and demands of its customers. They were able to capture the value and loyalty of their customer thereby giving them the distinction of being the airline of choice. They offer all...
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