The influence of marketing research on logistic decisions in the air transport

Abstract

Given actions related to the air transport, we can surely conclude that the contemporary air services market is characterized by dynamic growth and development. A quick modification of factors responsible for smooth functioning requires implementation of actions aiming at increasing the quality of offered services by adapting them to the expectations of the air passengers to be taken on a more systematic basis. The above actions will bring effects only if we demonstrate our expert knowledge of the market and its needs. The market of air services in the 21st century faces strong competition. Therefore, in order to gain information about the factors, processes, and field phenomena, research must be conducted, as it constitutes the basic tool for the shaping of the air services industry. Marketing research conducted in the field of air transport based on a well-structured research scheme allows taking the right logistic decisions, which is the subject of this article.