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

Chen, A, Peng, NS and Hackley, C 2008, 'Evaluating service marketing in airline industry and its influence on student passengers' purchasing behavior using Taipei–London route as an example' , Journal of Travel & Tourism Marketing, 25 (2) , pp. 149-160.

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Abstract

This article reports an empirical study into airline consumer purchase behavior on a major global route between the United Kingdom (UK) and Taipei. It focuses on the factors influencing airline choice for a sample of 60 Taiwanese students based at UK Universities and traveling 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.

Item Type:	Article
Schools:	Schools > Salford Business School > Salford Business School Research Centre
Journal or Publication Title:	Journal of Travel & Tourism Marketing
Publisher:	Routledge
Refereed:	Yes
ISSN:	1054-8408
Related URLs:	Publication
Funders:	Non funded research
Depositing User:	Dr. Norman Peng
Date Deposited:	10 Jul 2015 10:52
Last Modified:	16 Feb 2022 17:03
URI:	https://usir.salford.ac.uk/id/eprint/35913

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