Explicit and implicit customer satisfaction factors in the leisure airline business
Type
conference paper
Date Issued
2015-08-23
Author(s)
Abstract
One of the main challenges for airlines is to retain loyal customers in a very competitive environment. Loyal customers offer a greater share of wallet, require less marketing effort, spread positive word of mouth and are often less price sensitive. Consequently, the objective of this paper is to understand what the key leisure airline loyalty factors are and how the leisure airline could design their product to retain as many loyal leisure passengers as possible. Hence, we develop a framework based on the customer value model which can serve as guidance for airline managers focusing on the leisure air market. To find satisfaction factors, a literature review followed by a means-end analysis to update the satisfaction factor database were conducted. The satisfaction factors were then tested in a survey including explicit and implicit questions with 402 air passengers at Zurich Airport in 2014. Based on stated preferences 21 identified factors were ranked. By using the Kano approach ten main aggregated attributes were identified and the potential implicit satisfaction impact was measured.
Language
English
Keywords
Airlines
customer loyalty
means end analysis
Kano analysis
leisure travellers
customer value
HSG Classification
contribution to scientific community
Refereed
No
Event Title
65th International Asociation of Scientific Experts in Tourism (AIEST) Congress
Event Location
Lijiang, China
Event Date
23.-27.08.2015
Subject(s)
Division(s)
Eprints ID
243849
File(s)![Thumbnail Image]()
open.access
Name
AIESTConf_Submission_Wittmer_Bott_2015.pdf
Size
1.18 MB
Format
Adobe PDF
Checksum (MD5)
ceeb658b83174145777ec5cde41e35bf