What do Chinese passengers expect from domestic airlines?

Zhang, Yahua (2011) What do Chinese passengers expect from domestic airlines? In: ATRS 2011: 15th Annual Air Transport Research Society Conference, 29 Jun-2 Jul 2011, Sydney, Australia.

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Abstract

It is well understood that apart from low fares, passengers today also value convenience and other service aspects such as departure and arrival times and check-in queue time. This paper seeks to investigate the passenger expectations of services in China’s domestic air market and how they evaluate some important airline service attributes in the stated choice experiments. Using the Likert scale data and the stated preference data, this paper first identifies the order of importance of the service items from the point of ticket purchase to the point of arrival baggage claim and then elicits the values that Chinese passengers place on schedule delay, punctuality and the size of network. Not surprisingly, safety was rated as the most important out of the 16 items. Chinese passengers have very low tolerance on flight delays and mishandling of their baggage. Interestingly, the size of fleet and the Frequent Flyer Programs are not considered as very important issues. This research also shows that Chinese airlines have failed to establish a strong brand reputation among passengers, and that consumers are willing to pay a high amount of money to avoid schedule delay and to fly with airlines with improved punctuality, especially when the travel is for business purpose. This research has significant implications for both large and small carriers in the design of non-price competition strategies.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: No evidence of copyright restrictions preventing deposit.
Depositing User: Dr Shane Zhang
Faculty / Department / School: Historic - Faculty of Business and Law - School of Accounting and Finance
Date Deposited: 28 Jun 2012 23:51
Last Modified: 03 Jul 2013 01:10
Uncontrolled Keywords: China; airports; efficiency; domestic flights; airlines; passenger expectations; Likert scale
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
17 Psychology and Cognitive Sciences > 1701 Psychology > 170110 Psychological Methodology, Design and Analysis
14 Economics > 1402 Applied Economics > 140217 Transport Economics
Socio-Economic Objective (SEO2008): B Economic Development > 90 Commercial Services and Tourism > 9003 Tourism > 900301 Economic Issues in Tourism
B Economic Development > 91 Economic Framework > 9105 Measurement Standards and Calibration Services > 910504 Service Industries Standards and Calibrations
URI: http://eprints.usq.edu.au/id/eprint/21230

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