Perceived value of Malaysian Low Cost Airlines: The views of the existing domestic customers

Chan , Jennifer Kim Lian and Yeoh, Ei leen (2011) Perceived value of Malaysian Low Cost Airlines: The views of the existing domestic customers. In: Asia Facific Marketing & Management Conference (APMC 2011), 09-11 November 2011, Universiti Malaysia Sarawak . (Submitted)

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Abstract

This paper aims to explore the meaning of perceived value of Malaysian low cost airlines from the perspectives of their existing domestic customers. The Malaysian low cost airlines have been competing aggressively for passenger load. Frequent price promotional campaigns are launched by the Malaysian low cost airlines to induce forward booking of air tickets to lock-in customers for future sales. Literature indicated that as a market matures, perceived value supersedes price in inducing favourable repeat purchase intention. The qualitative research methodology was adopted for this study to explore the multiple meanings of perceived' value of Malaysian low cost airlines. A notable finding of this research is that the existing domestic customers of the Malaysian low cost airlines evaluated the perceived value from the uni-dimensional and multidimensional perspectives. Findings of this research revealed that perceived functional value in terms of lower price, perceived relative value and perceived "social connectedness" value are crucial in prompting favourable repeat purchase intention of low cost air travel. Another interesting finding of this research is lower airfare is viewed as a perceived benefit and not perceived monetary cost.

Item Type:Conference Paper (UNSPECIFIED)
Uncontrolled Keywords:Malaysian low cost airlines , domestic customers , social connectedness
Subjects:H Social Sciences > HF Commerce
ID Code:8962
Deposited By:IR Admin
Deposited On:30 Jun 2014 11:14
Last Modified:09 Sep 2014 14:57

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