Evaluating service marketing in airline industry and its influence on student passengers' purchasing behaviour-using Taipei-London route as an example.

Chen, Huiling and Peng, Norman and Hackley, Chris (2008) Evaluating service marketing in airline industry and its influence on student passengers' purchasing behaviour-using Taipei-London route as an example. Journal of Travel and Tourism Marketing, 25 (1). pp. 149-160. ISSN 1054-8408

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Abstract

This paper reports an empirical study into airline consumer purchase behaviour on a major global route, that between the United Kingdom and Taipei. It focuses on the factors influencing airline choice for a sample of 60 Taiwanese students based at UK Universities and travelling on five airlines: British Airways, Cathay Pacific Airways, China Airlines, EVA Airways and Royal Dutch Airways. Several stages of data-gathering were undertaken and a well-established analytical framework for services marketing was used to identify gaps between the desired and received service. The main findings suggest that service quality, including in-flight entertainment, cabin crew attitude and seating comfort, can be as important as, or more important than, price in student purchase decisions for long-haul flights. Other important factors in carrier choice included student discounts, baggage allowances and airline safety record. Key Words: Service Marketing, Airline Industry, Consumer Behaviour, Taiwan, Tourism

Item Type:Article
Research Areas:Business School > Leadership, Work and Organisations
ID Code:3248
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Deposited On:30 Nov 2009 09:26
Last Modified:18 Jul 2014 12:09

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