Enhancing Customer Loyalty through Strategic Human Resource Management at Buddha Air

Abstract

This study evaluates the impact of strategic human resource practices on customer loyalty at Buddha Air, a leading airline in Nepal. Recognizing the crucial role of employee satisfaction in enhancing service quality, this research elaborates on how effective HR management drives customer loyalty. It focuses on key HR strategies such as employee relations and performance management, demonstrating how these can be leveraged to align employee satisfaction with customer service experiences. The study employs a mixed- methods approach, drawing on data from employee surveys, customer feedback, and HR records to test the hypothesis that there is a significant correlation between HR practices and customer service satisfaction. The findings are expected to provide valuable insights for Buddha Air, helping the airline to communicate its values more effectively and refine its HR strategies to foster a customer- centric culture. By reinforcing the connection between employee satisfaction and customer loyalty, the research aims to guide Buddha Air in enhancing its service quality, thereby strengthening its position in the competitive aviation market. The study’s results could serve as a model for other airlines seeking to improve customer loyalty through strategic HR management, emphasizing the importance of a satisfied and motivated workforce in delivering exceptional customer experiences.

In conclusion, this research underscores the transformative potential of strategic HR practices in the aviation industry, highlighting the integral link between employee satisfaction and customer loyalty. By systematically addressing employee needs and aligning them with organizational goals, airlines can create a more committed and customer-focused workforce. This alignment not only enhances service quality but also fosters a culture of continuous improvement and excellence. Therefore, strategic HR management is essential for airlines aiming to achieve long-term success and customer loyalty in a highly competitive market.

Keywords: Human Resource Management, Customer Loyalty, Employee Engagement, Service Quality, Buddha Air, Aviation Industry

อาจารย์หญิง ซานี่ – Miss Yhing Sawheny, บธ.บ. การตลาด (หลักสูตรนานาชาติ) – B.B.A. Marketing (International Program), บริหารธุรกิจ (Business Administration), บริหารธุรกิจบัณฑิต สาขาวิชาการตลาด (หลักสูตรนานาชาติ) – Bachelor of Business Administration Program in Marketing (International Program), 2/2566 (2023)