Influence of Marketing Instruments on Consumer Behavior in the Process of Purchasing Leisure Flight Tickets

Item Type Journal paper
Abstract

The article discusses the influence on the process of purchasing leisure flight tickets of different marketing instruments as determinants. It examines the perceived importance of 39 instruments based on an adaptive choice-based conjoint analysis and refers to four different instrument categories that impact the consumer's decision.

Authors Klein, Maximilian; Linden, Erik & Wittmer, Andreas
Journal or Publication Title Marketing Review St. Gallen
Language English
Keywords *Airline reservation systems *Consumer behavior *Airline industry *Customer satisfaction *Airline tickets
Subjects business studies
social sciences
other research area
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Refereed Yes
Date May 2019
Publisher Gabler/GWV-Fachverl
Place of Publication St.Gallen
Volume 3
Page Range 30-38
Number of Pages 9
ISSN 1865-6544
Contact Email Address erik.linden@unisg.ch
Depositing User Erik Linden
Date Deposited 01 Jun 2019 09:51
Last Modified 01 Jun 2019 09:51
URI: https://www.alexandria.unisg.ch/publications/257101

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Citation

Klein, Maximilian; Linden, Erik & Wittmer, Andreas (2019) Influence of Marketing Instruments on Consumer Behavior in the Process of Purchasing Leisure Flight Tickets. Marketing Review St. Gallen, 3 30-38. ISSN 1865-6544

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https://www.alexandria.unisg.ch/id/eprint/257101
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