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Digital Library of the
European Council for Modelling and Simulation |
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Title: |
Simulating Airline Marketing Strategy Using System Dynamics Modelling |
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Authors: |
Olusola Theophilus Faboya,
Peer-Olaf Siebers |
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Published in:
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(2015).ECMS 2015 Proceedings edited
by: Valeri M. Mladenov, Grisha Spasov, Petia Georgieva, Galidiya Petrova, European
Council for Modeling and Simulation. doi:10.7148/2015 ISBN:
978-0-9932440-0-1 29th
European Conference on Modelling and Simulation, Albena (Varna), Bulgaria,
May 26th – 29th,
2015 |
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Citation
format: |
Olusola Theophilus Faboya, Peer-Olaf Siebers (2015).
Simulating Airline Marketing Strategy
Using System Dynamics Modelling, ECMS 2015
Proceedings edited by: Valeri M. Mladenov, Petia Georgieva, Grisha Spasov, Galidiya Petrova
European Council for Modeling and Simulation. doi:10.7148/2015-0425 |
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DOI: |
http://dx.doi.org/10.7148/2015-0425 |
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Abstract: |
Marketing airline products and services
has always been highly competitive and requires that rigorous strategic planning
is put in place for achieving maximum growth and
profitability. Customer relationship management which is
one of the factors that has direct impact on the overall performance
of an airline must be guided and maintained by changing organisational
internal and external marketing plans. However, it is very dangerous to find
solutions to problems that involve customers and strategic planning by
experimenting with real subjects. Therefore, simulation studies have become
one of the ways of proffering solutions to such problems. In this paper we
present a hypothetical proof-of-principle study that was conducted to
demonstrate the feasibility and applicability of using System Dynamics (SD)
simulation for studying airline marketing
strategies. In conclusion we can say that SD simulation has shown strong
potential as a decision support tool in this instance, and we are confident
that our prototype can be used as a basis for investigating real-world cases. |
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