文章基本信息

标题：Managing Market Segmentatıon for Dıfferent Brands of the same Headquarter
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作者：Ahmet Hakan Özkan
期刊名称：International Journal of Business and Social Research
印刷版ISSN：2164-2540
电子版ISSN：2164-2559
出版年度：2016
卷号：6
期号：9
页码：32-38
DOI：10.18533/ijbsr.v6i9.997
出版社：MIR Center for Socio-Economic Research
摘要：Brand management is inevitable for sustainable marketing. Civil aviation companies focus on sustainable marketing, because of their long-term investments. Customer loyalty is one of the most improtant factors of sustainable marketing. It is known that, if there is no certain limit or border, segmentation damages the reputation of the brands and it is one of the most important threats of sustainable marketing. Segmentation can be done by using new brands, but this process has its own constraints. Such constraints are related with the reputability of the company. To evaluate the impact of a new brand on reputability, service quality is taken as a metric and SERVQUAL is used. The customers of two civil aviation companies participated the study. These two aviation companies have the same headquarter, but they have different brand management strategies. One of them is globally reputable and it is the headquarter company. 166 questionnaires of the 83 participants are evaluated. It is seen that the service quality perception on the brand of the headquarter company did not change and the new brand did not effect its reputability. New brand created its own market or took a share from the other civil aviation companies which attract the customers of the headquarter company with their lower prices.
关键词：Brand management; civil aviation; service quality.