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

Annie Huiling Chen, Norman Peng, Chris Hackley

Research output: Contribution to journalArticle

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.
Original languageEnglish
Pages (from-to)149-160
Number of pages12
JournalJournal of Travel and Tourism Marketing
Volume25
Issue number2
DOIs
Publication statusPublished - 12 Oct 2008

Keywords

  • service marketing
  • airline industry
  • consumer behaviour
  • Taiwan
  • tourism

Fingerprint Dive into the research topics of 'Evaluating service marketing in airline industry and its influence on student passengers' purchasing behavior using Taipei–London route as an example'. Together they form a unique fingerprint.

  • Cite this