MARKET FOCUSED STRATEGY AND PERFORMANCE OF DOMESTIC AIRLINES IN NIGERIA

Abstract

This study investigates market-focused strategy and the performance of Dana Airline in Nigeria. Specifically, it examines how customer segmentation, niche marketing, and relationship marketing influence the airline’s organizational performance. A descriptive survey research design was adopted, utilizing structured questionnaires to gather primary data from a sample of 237 employees drawn from a population of 580 staff members across different departments of Dana Airline. Stratified random sampling ensured adequate representation of various organizational units. The data were analyzed using the Statistical Package for the Social Sciences (SPSS), version 25, employing both descriptive and inferential statistics, including multiple regression analysis. The findings reveal that customer segmentation enhances operational efficiency and service personalization, niche marketing drives innovation and brand loyalty, while relationship marketing significantly improves customer satisfaction and retention. The study concludes that market-focused strategies contribute positively to the airline's performance by enabling it to respond to customer needs effectively and sustain a competitive advantage. It recommends further investment in data-driven segmentation, strategic niche targeting, and relationship-building initiatives to strengthen market positioning and long-term profitability.