Consumer Behavior Study in the Airline Industry: Selecting International Flight Services' Categories  

Oleh:

Sukwadi, Ronald ; Surbakti, Feliks Prasepta Sejahtera ; Yang, Ching-Chow

Jenis: Article from Proceeding
Dalam koleksi: Asian Network for Quality (ANQ) Congress 2011, Ho Chi Minh City, Vietnam, 27-30 September 2011, page 1-13.
Topik: Consumer Behavior; Full-Services; Medium-Services; LCCs; Airline Industry
Fulltext: TW14.pdf (266.92KB)

Isi artikel

Consumer behavior essentially refers to how and why people make the purchase decisions they do. Marketers strive to understand this behavior so they can better formulate appropriate marketing stimuli that will result in increased sales and brand loyalty. In the airline industry, consumers’ considerations in choosing an airline can not be certainty known. Is it service quality, price, or both of them? The passengers as the airline consumers are usually faced with a choice of three categories of flight services: the full-service airlines (high-quality service and high price), the medium-services (the balance of both service quality and price), and no-frills or the low-cost carriers/LCCs. The purposes of this study are to determine the consumers’ preferences for these three categories and to provide the consumer characteristics of each category. In addition, the consumer behavior factors that influence the consumers’ selection of international flight services’ categories will be also explored. To examine those factors, the multivariate analysis of variance (MANOVA) is used. This consumer behavior study is illustrated empirically in case study of the Indonesian airlines that provide international flight services at Soekarno-Hatta International Airport, Jakarta, Indonesia.

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