| Summary: | Customer Engagement refers to emotional attachment that customer experiences with the service provider during the repeated communication and ongoing interactions during the service. Engagement occurs through satisfaction, loyalty and excitement about the company (Hollebeek, Srivastava and Chen's, 2019).
The main objective of this research paper titled Airline crisis: communication effects on customer engagement during the COVID-19 pandemic 2020 was to examine the customer engagement strategies via communication by airline firm’s during a crisis and to examine the outcomes arising from the communication strategies and content of information. Data for the study was collected through an online questionnaire survey form 165 respondents of various airline service providers. The results show the outcome that majority of the respondents agree with the five dimensions that are they identify with the airline brand, the respondents feel enthusiastic, they are attentive towards the information provided by the brand and also they agree in general that the respondents do like to interact and get in the brand community discussion.
The findings show that the respondents are highly loyal towards the airline brand but would only switch to another airline if the price of the fare increases. Also, the analysis finds out the respondents are highly satisfied with the content of the information provided and the communication efforts adopted by the airline brand.
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