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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Abstract
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 |
|---|---|
| Keyword: | Low airfare, Malaysian low-cost airlines, price promotion, satisfaction with low-cost airlines |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28-9999 Industries. Land use. Labor > HD28-70 Management. Industrial management > HD58.7-58.95 Organizational behavior, change and effectiveness. Corporate culture |
| Department: | FACULTY > Faculty of Business, Economics and Accounting |
| Depositing User: | ADMIN ADMIN |
| Date Deposited: | 11 Jan 2016 14:58 |
| Last Modified: | 13 Oct 2017 15:34 |
| URI: | https://eprints.ums.edu.my/id/eprint/12765 |
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