Understanding the meaning of low airfare and satisfaction to leisure air travelers using Malaysian low-cost airlines

Kim, Jennifer,Lian Chan (2014) Understanding the meaning of low airfare and satisfaction to leisure air travelers using Malaysian low-cost airlines. Journal of Vacation Marketing, 20 (3). ISSN 13567667


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The paper presents empirical evidence of an integrated qualitative study that aimed to understand the meaning of low airfare and satisfaction from existing Malaysian low-cost airline travellers. It examines the extent to which low airfare and satisfaction influenced the positive purchase behaviour of travellers. Participant observation techniques and in-depth interviewing were used as data collection methods at low-cost airline terminals in Malaysia. The findings revealed that low airfare means ‘cheap price paid’, ‘low level of service and performance’ and‘mode of transportation’ during non-price promotional periods and ‘value-for-money’ during promotional periods. Customer satisfaction means meeting low expectations toward service performance and positive mood and social connectedness attributed to satisfaction,and dissatisfaction is found to be non-durable. Crowd, seating space and cramped aircraft cabins affect satisfaction negatively. The finding implicates pricing and marketing strategies for low-cost airlines,and adds to the existing literature on price promotion and satisfaction of low-cost airline travellers.

Item Type: Article
Uncontrolled Keywords: Low airfare, Malaysian low-cost airlines, price promotion, satisfaction with low-cost airlines
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD58.7-58.95 Organizational behavior, change and effectiveness. Corporate culture
Divisions: FACULTY > Faculty of Business, Economics and Accounting
Depositing User: Unnamed user with email storage.bpmlib@ums.edu.my
Date Deposited: 11 Jan 2016 06:58
Last Modified: 13 Oct 2017 07:34
URI: http://eprints.ums.edu.my/id/eprint/12765

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