Marketing Strategy Factors Influencing Purchasing Intention of Star Alliance Airline Members
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Published:
Apr 12, 2020
Keywords:
Marketing Strategy Factors, Purchasing Intention, Star Alliance Airlines
Main Article Content
Abstract
The purpose of this research is to identify the airline marketing strategy factors influencing purchasing intention of Star Alliance airline members. This research is considered a quantitative based research, employing a factor analysis as a tool. Finally, samples are 400 passengers using Star Alliance Airline members at Suvarnabhumi International Airport which are EVA, Air China, Egypt Air, Air India, Shenzhen Airlines, Turkish Air, Asiana, Singapore Airlines, and Thai Airways. This research employs purposive sampling to collect the data. The research tool is a questionnaire survey, asking the respondents about the factors influencing purchasing intention of Star Alliance airline members. The data collection process is during December 2016 to February 2017. Then, the descriptive and inferential statistics (Simple regression) are processed to analyze the collected data. The research outputs show three marketing strategies statistically influencing purchase intention, which are Quick Response Strategy, Strategic Alliance Strategy, and Product Differentiation Strategy. The significant result of this research shows that the ‘Definite Fly’ has been impacted by the three aforementioned strategies for purchasing intention (32.2%) while the rest (67.8%) has been influenced by the other strategies.
Article Details
How to Cite
Lee-Anant, C. . ., & Sucher, W. . (2020). Marketing Strategy Factors Influencing Purchasing Intention of Star Alliance Airline Members. Dusit Thani College Journal, 13(3), 378–392. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241125
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Research Article
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References
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20. Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of marketing, 68(1), 109-127.
21. Saha, G. C., & Theingi. (2009). Service quality, satisfaction, and behavioral intentions:
A study of low-cost airline carriers in Thailand. Managing Service Quality:
An International Journal, 19(3), 350-372.
22. Schefczyk, M. (1993). Operational performance of airlines: an extension of traditional measurement paradigms. Strategic Management Journal, 14(4), 301-317. selection. Research & Applications 5:147-158 (2007)
23. Serrat, O. (2010). Learning in strategic alliances. Washington, DC: Asian Development Bank.
24. Shaw, S. (2011). Airline marketing and management. Ashgate Publishing, Ltd.
25. Terblanche, N. S. (2015). Customers’ perceived Benefits of A Frequent-Flyer Program. Journal of Travel & Tourism Marketing, 32(3), 199-210.
26. Torre, P. E. (1999). Airline alliances: The airline perspective. Cambridge, Mass.: Massachusetts Institute of Technology, Dept. of Aeronautics and Astronautics, Flight Transportation Laboratory.
27. Tsantoulis, M., & Palmer, A. (2008). Quality convergence in airline co-brand alliances. Managing Service Quality: An International Journal, 18(1), 34-64.
2. Brueckner, J. K. (2003). The benefits of codesharing and antitrust immunity for international passengers, with an application to the Star alliance. Journal of Air Transport Management, 9(2), 83-89.
3. Bukhari, S., Ghoneim, A., Dennis, C., & Jamjoom, B. (2013). The antecedents of travellers’ e-satisfaction and to buy airline tickets online: A conceptual model. Journal of Enterprise Information Management, 26(6), 624-641.
4. Burton, J., & Hanlon, P. (1994). Airline alliances: cooperating to compete? Journal of Air ransport Management, 1(4), 209-227.
5. Chanpayom, B. (2003). The airline business: Global airline alliances. Journal of Business Administration. Thammasat Business Journal. 97,42.
6. Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Cengage Learning.
7. Hadjiconstantinou, E. (Ed.). (2012). Quick response in the supply chain. Springer Science & Business Media.
8. Heracleous, L., & Wirtz, J. (2012). Strategy and organisation at Singapore Airlines: achieving sustainable advantage through dual strategy. In Energy, Transport, & the Environment (479-493). Springer London.
9. Kalligiannis, K., Iatrou, K., & Mason, K. (2006). How do airlines perceive that strategic alliances affect their individual branding? Journal of air transportation, 11(2), 3.
10. Kim, S., & Littrell, M. A. (2001). Souvenir buying intentions for self versus others. Annals of tourism research, 28(3), 638-657.
11. Lin, B., & Tsui, W. H. K. (2016). The effects of the airline strategic alliance group on member airlines' productivity during pre-mature stage. International Journal of Aviation Management, 3(2-3), 136-149.
12. Lovelock, C. (2011). Services marketing: People, technology, strategy. Pearson Education India.
13. Mitchell, P. (1998). The need and recommendations for functioning competition in the time of global alliances in air transport. The conference parliamentary group of the Swiss aeronautical economy, December 15, Bern.
14. Mun, K. (2011). Branding satisfaction in the airline industry: a comparative study of Malaysia Airlines and Air Asia. African Journal of Business Management, 5(8), 3410.
15. Namukasa, J. (2013). The influence of airline service quality on passenger satisfaction and loyalty: The case of Uganda airline industry. The TQM Journal, 25(5), 520-532.
16. Park, J. W., Robertson, R., & Wu, C. L. (2004). The effect of airline service quality on passengers’ behavioral intentions: a Korean case study. Journal of Air Transport Management, 10(6), 435-439.
17. Park, J. W., Robertson, R., & Wu, C. L. (2006). Modelling the impact of airline service quality and marketing variables on passengers’ future behavioral intentions. Transportation Planning and Technology, 29(5), 359-381.
18. Rothaermel, F. T. (2015). Strategic management. McGraw-Hill.
19. Ruiz-Mafe, C., Sanz-Blas, S., Hernandez-Ortega, B., & Brethouwer, M. (2013). Key drivers of consumer purchase of airline tickets: A cross-cultural analysis. Journal of Air Transport Management, 27, 11-14.
20. Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of marketing, 68(1), 109-127.
21. Saha, G. C., & Theingi. (2009). Service quality, satisfaction, and behavioral intentions:
A study of low-cost airline carriers in Thailand. Managing Service Quality:
An International Journal, 19(3), 350-372.
22. Schefczyk, M. (1993). Operational performance of airlines: an extension of traditional measurement paradigms. Strategic Management Journal, 14(4), 301-317. selection. Research & Applications 5:147-158 (2007)
23. Serrat, O. (2010). Learning in strategic alliances. Washington, DC: Asian Development Bank.
24. Shaw, S. (2011). Airline marketing and management. Ashgate Publishing, Ltd.
25. Terblanche, N. S. (2015). Customers’ perceived Benefits of A Frequent-Flyer Program. Journal of Travel & Tourism Marketing, 32(3), 199-210.
26. Torre, P. E. (1999). Airline alliances: The airline perspective. Cambridge, Mass.: Massachusetts Institute of Technology, Dept. of Aeronautics and Astronautics, Flight Transportation Laboratory.
27. Tsantoulis, M., & Palmer, A. (2008). Quality convergence in airline co-brand alliances. Managing Service Quality: An International Journal, 18(1), 34-64.