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- W2912199929 abstract "Air travel has contributed significantly to economic growth, tourism, world trade andinternational investment over the years. In addition, airlines have played an importantpart in bringing families together, growing friendships, allowing businesses to go overand across borders and transport goods in a timely manner. The landmark changes in theeconomic environment have led to ever-stronger competition in the airline industry.Low-cost carriers (LCCs) have entered the market and established themselves bypenetrating significant parts of that market. This has led to dramatic changes in thecompetitive landscape and, in this new setting, it is imperative to take a market-orientedapproach. However, little research has been conducted on factors associated withachieving competitiveness in full service carriers (FSCs) and low cost carriers (LCCs),particularly in the context of Australian domestic airlines. The aims of this studytherefore were to gain a better understanding of passenger travel preferences, travelpatterns and the demographic characteristics of FSC and LCC passengers in Australia,and the impacts of their experience quality, brand image and perceived values onbehavioural intention. Comparisons were made between the two groups of airlines(FSCs and LCCs) in regard to these aspects. In addition, this study examined the factorsinfluencing passengers’ behavioural intention, as perceived by both airline managementand passengers in the context of Australia’s domestic airline industry.A research framework was developed based on an extensive and critical review of therelevant literature. This conceptual framework aimed to investigate the relationshipsbetween key constructs. In order to test the conceptual framework, a mixed methodsapproach involving a sequential design was used, comprised of a qualitative (Part 1) anda quantitative study (Part 2). Part 1 included semi-structured interviews with eightinformants to seek deeper insights into airline management perceptions of the factorscontributing positively to airline passengers’ future behaviour. Part 2 involved aquestionnaire-based survey of 316 passengers who had travelled domestically withinAustralia in the previous 12 months. This was designed to examine and compare theextent to which the factors of experience quality, brand image and perceived value hadan impact on the behavioural intention of FSC and LCC customers.The findings from the qualitative stage identified cost/price, products, innovation,technology, service and brand image as the main factors that airline management considered important in terms of getting future patronage from customers. Findingsfrom the quantitative stage showed that there were statistically significant differences inpassengers’ demographics between the two groups (FSCs and LCCs) on their travelpreferences and travel choices. It was also found that there were statistically significantdifferences of experience quality, brand image and perceived value between FSC andLCC passengers. The findings also indicated that experience quality, brand image andperceived value had a positive effect on customers’ behavioural intentions for bothFSCs and LCCs.Based on the findings, suggestions for refined strategies have been made. It isrecommended that airline marketers focus on achieving the goals that make customerspurchase, by being distinctive. In addition, in order to ensure that consumers keepbuying a particular brand, airlines need to stand out from their competitors so thatbuyers can easily identify them. The next strategy recommendation for airline marketersis to adopt a passenger-centric approach, putting passengers at the centre of futuresolutions, so that their evolving needs, desires, and values are used to guideenhancements to existing core service/product functionality. It is also advised thatoffering low fares only is not sufficient, low cost needs to be augmented by goodservice levels. Lastly, it was recommended that airlines keep in mind what made themsuccessful in the first place (service for FSCs and low fares for a LCCs) and that theycontinue building on this in the long-term.FSC customers voiced their willingness to repurchase and recommend airlines for thefollowing reasons: peace of mind, positive experiences, sharing experiences with others,trust, safety, helpful staff, a smooth check in process, good image, and peer influence.LCC customers were willing to repurchase and recommend airlines to others based onsuch factors as: enjoyment, relaxation, sharing experiences with others, a colourful logo,kind and knowledgeable staff, a smooth check in process, and value for money.Several limitations were identified and acknowledged in this study. The data collectedfrom an online platform for Part 2 may not represent the vast geographical region ofAustralia. The interviews were conducted only with the managers of Jetstar/Qantas andtheir views may not represent the management of other airlines.Further research could be conducted with more representative data using randomstratified sampling techniques for the survey, and input from Virgin and Tigermanagement. A longitudinal research design could be conducted to verify behaviouralintentions against actual future behaviours." @default.
- W2912199929 created "2019-02-21" @default.
- W2912199929 creator A5062080612 @default.
- W2912199929 date "2018-01-01" @default.
- W2912199929 modified "2023-09-26" @default.
- W2912199929 title "Competitiveness of domestic airlines in Australia: the effect of experience quality, brand image and perceived value on behavioural intentions" @default.
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