3 Demand system of air transport Flashcards
Passenger segmentation
= grouping passenger after their preferences and / or buying behavior
Situational segmentation
-booking preferences, frequent flier benefits, origin & destination
Socioeconomic & demographic segmentation
- age, gender, income, language, nationality
Psychographic segmentation
- travel class, interest, opinions, personality, travel behavior
what are airline product?
Transport
first, business, economy class
cargo services
passenger service
Values chain form an airline point of view
Consumer acquisition (customer loyalty program, flightplan)
Reservation (availability by phone, online, seat availability)
Service before flight (hotel reservation, transport to the airport, parking)
Check in (online, queue management)
Stay at the airport (waiting area, F&B, boarding)
In-flight service (catering, duty free, comfort)
After flight service (complain, welcome service)
customer value: definition
perceived benefits and extra benefits of the customer in the process of collaboration and for the effort/ service of the supplier
Customer values is driven by:
- Risk
- Expectation, performance –> quality –> satisfaction, perceived benefits. Perceived benefits from alternative
- Perceived costs, perceived costs of alternatives
customer oriented measures
miles program
frequent flier generate a big share of income being only a small part of total passengers.
Methodologies for Demand measurement
Qualitative analysis
- in-depth interviewing
- case-base research
- Focus group interviewing
- observation studies
- literature review
quantitative analysis
- Survey research (personal interview, mailed, telephone, web survey
- experimental research
Demand measurement: registration of demand
quantity of demand: which offer will be required how many times?
quality of demand: which booking classes, which weekdays, which times?
state vs hidden preferences
customer behavior can be measure explicit and implicit
explicit: state preferences are affected by the actual condition or event
implicit: hidden preferences will be published unconsciously and represent almost the real situation.
stated preferences
- Identity with home carrier
- support of the national airline
- always flown with this carrier
- loyal customer “i stay with it
- connections
hidden preferences
- comfort, not to switch on another system
- fear
- privileges (status of frequent flyer program)
- image related to friends and business partners
insecurity about other airlines (safety, friendliness, services)
relativization of explicit market research by:
own expertise (fear: projection of own ideas and needs)
focus groups (fear: representatives, validity, reliability)
Criteria at purchase of an intercontinental direct flight:
most import and not so important criteria
most: punctuality, safety, travel time, direct flight
not so important: miles program, number of daily connections
