Airline Marketing

The role of airline marketing has now expanded to include a more expansive view of the travel planning process. The chapter utilises a classic four P\u27s approach – product, place, promotion and price – while reviewing some of the possible legal and regulatory concerns that impact on how airline marketing is addressed today. Airlines must determine what is the right product for the premium passenger mix of the airline. The chapter examines the role of how a classic promotional tool, sponsorship, can be combined with the tools of social media to provide an overall promotion campaign to target audiences. As airlines develop new fare products, airline information systems must be updated to deliver the variety of products and services, with multiple price points involved, to the consumer. Airlines face the task of meeting the basic needs of passengers in a constantly changing technological and world marketplace

Ancillary Revenue and Price Fairness: An Exploratory Study Pre & Post Flight

The growing impact of Ancillary Revenue on consumer choice and shopping behavior continues to be a highly debated issue. In the US, the Department of Transportation (DOT) has stepped into the debate and is investigating the possibility of new rules on how airlines must report and display such ancillary offerings. While the DOT collects data, reports on the amount of ancillary revenue earned by the airlines continue to rise. Examining past research on price fairness from the marketing literature and the impact of revenue management on price fairness from the aviation literature, this article joins new research appearing on the impact of a la carte pricing and ancillary revenue on perceptions of price fairness. This study focuses on the issue of price fairness pre and post flight and how ancillary price offerings are communicated to consumers when purchasing airline services

The Airline Maintenance Mechanic Educational Infrastructure: Supply, Demand, and Evolving Industry Structure

There is an encroaching crisis in the supply and demand of aviation maintenance labor. This paper reports results of a survey of FAA-licensed A&P schools and a survey of airlines and major maintenance outsourcing firms. Results largely confirm general expectations. Further analysis found indications of an impending shakeout in the extant training infrastructure. Strategies centered on tapered vertical integration are offered as an admittedly imperfect industry-wide solution

Advertising Effect on Consumer Emotions, Judgements, and Purchase Intent

Advertising has been found to induce consumer reactions, including emotions and judgements, which in turn are believed to relate to important outcomes, such as purchase intents. Marketing researches seek to understand these consumer reactions and their decision-making processes to influence purchase intents. This study focuses on the information role of emotion in understanding advertising effects and influencing consumer choices. Individuals use affective responses to evaluate information and to form judgements, which are critical in the decision-making process. This research further expands the Informative Strategy Model by adding judgement as a mediator. The results of a multiple mediation analysis provide support that consumers’ positive emotions directly influence their purchase intent, while consumer judgements partially mediate the effect of individuals’ emotions on purchase intents. Research findings benefit marketing and advertising professionals by providing empirical evidence for the effect of advertising, including controversial advertising on consumer purchase intent. The challenge with controversial advertising is that if individuals experience negative emotions and judgements, advertisers may have limited or potentially negative influence on consumer purchase intents

Regional Jet Aircraft Competitiveness: Challenges and Opportunities

The regional jet aircraft is a unique market niche. Particularly suitable for providing capacity in the 30 to 90 seat range, these jets are often used to connect smaller airports to network carrier hubs, as well as to fill in during slow periods. The market is currently dominated by two manufacturers: Brazil\u27s Embraer and Canada\u27s Bombardier. Due to the nature of the global aircraft industry, Embraer and Bombardier are largely dependent on the international sale of their aircraft for steady revenue streams. Orders and deliveries of aircraft with fewer than 100 seats have grown rapidly over the past ten years. The study provides an overview of the aviation industry, particularly in the regional jet (RJ) sector, and examines country-specific factors affecting the number CRJ and ERJ deliveries. Results of stepwise regression indicate that a two-year lag of GDP, a two-year lag price of crude oil, a two-year lag of prior aircraft deliveries, and the country-specific land areas account for almost 40% of the variance in the aircraft deliveries. However, there are many additional factors which have an effect on RJs orders and deliveries

Satisfaction with Airline Service Quality: Familiarity Breeds Contempt

The objective of this study is to investigate frequency-of-flight issues and the differences between frequent and non-frequent flyers’ levels of satisfaction and the importance attributed to overall airline service quality and select attributes. The results indicate that the level of satisfaction with overall airline quality and select attributes decrease the more passengers fly. Conversely, the level of importance attributed to airline amenities increased with flight frequency. Perceptions of airline quality may vary between different nationalities and different socioeconomic groups. Differences between the short- and long-haul flights, as well as domestic and international services could also exist. Airline managers need to foster loyalty by improving passengers’ airline experience. This could be achieved by differentiating airline services to the segmented groups of passengers. However, a number of airlines suffer from a business culture where fuel and labor costs are more important than customer satisfaction

Assessing the impact of the shortage of aviation maintenance technicians on air transportation

Global aviation activity is poised for a decade of sustained growth. While economic difficulties are a fact of life in the aviation transportation industry, the future demand for aviation transportation services is promising. One factor that may greatly dampen this projected growth may be the lack of qualified aviation maintenance technicians (AMTs) necessary to keep the air transport fleet flying. This investigation examines the future of global aviation activity while presenting factors impacting the corresponding lack of growth in the AMT population that threaten the future of air transportation

Influence Impacting Female Teenagers' Clothing Interest: a Consumer Socialization Perspective

Female teenagers have been found to be the most affluent teens according to the Rand Youth Poll's nationwide survey. The survey finds the average weekly income from female teens age 16 to 19 to be $82, with$50 from earnings and the balance from their allowances. Other findings from the survey indicate that adolescent girls receive more than adolescent males in allowance from parents, as mothers understand the need for the female teen to have the income necessary to purchase clothing and cosmetics. Past research studies have attempted to measure the influence sources on teenagers when purchasing clothing by asking teens to rank different influence sources or by asking the teens who accompany them when shopping. The current research study develops a structural equation model that allows for the comparison of the three predominant influence sources identified in the consumer socialization literature, i.e., parental influence, peer influence, and promotional communications sought out by the teen. To test the model, 206 randomly selected female teenagers completed a mail questionnaire regarding the influences on clothing interest. The female teens were all members of a non-denominational youth group, age 13 to 19, living in the North Texas region. The model derived is only the third model in the marketing literature to examine the consumer socialization process, and the first in fifteen years. Examining the three main influence sources identified from consumer socialization literature, peer, parent, and media sources, the results differ from past models. The female teens perceive parental influence as a negative influence on clothing interest, contrary to past findings. Peers and media are perceived as positive influences on teen clothing interest as in past models. The results signify the need for marketing researchers to continue to investigate the dynamic nature of consumer socialization

Ancillary Revenue and Price Fairness: An Exploratory Study Pre & Post Flight

The growing impact of Ancillary Revenue on consumer choice and shopping behavior continues to be a highly debated issue. In the US, the Department of Transportation (DOT) has stepped into the debate and is investigating the possibility of new rules on how airlines must report and display such ancillary offerings. While the DOT collects data, reports on the amount of ancillary revenue earned by the airlines continue to rise. Examining past research on price fairness from the marketing literature and the impact of revenue management on price fairness from the aviation literature, this article joins new research appearing on the impact of a la carte pricing and ancillary revenue on perceptions of price fairness. This study focuses on the issue of price fairness pre and post flight and how ancillary price offerings are communicated to consumers when purchasing airline services