بازاریابی خدمات هواپیمایی توسط شرکت های داخلی و خارجی : تفاوت ها از دیدگاه مشتریان

Based on a survey of 1014 passengers of five European airlines, this paper reveals differences between passengers on the Turkish domestic airline and those on four foreign airlines on the same flight destinations with respect to demographic profiles, behavioral characteristics, understanding of airline service dimensions, and satisfaction levels. Differences between the two passenger groups are highlighted in terms of age, sex, education, occupation, sector affiliation, location of domicile, travel purpose, travel frequency, service expectations, and satisfaction levels. It is concluded that the differences in consumer profiles and expectations are valuable clues for domestic and foreign airline firms in understanding their consumers and in designing their marketing strategies.

Understanding, creating, communicating, and delivering customer value and satisfaction are at the very heart of modern marketing practice. The customer, rather than marketing, is at the center of modern business philosophy, and customer service satisfaction is the primary aim. In service industries such as the airline industry, the distinctive features of services require that managers understand customer needs and expectations, and keep promises (Zeithaml and Bitner, 2000). However, most companies do not recognize the importance of this approach until driven to it by circumstances (Kotler, 2000). The terrorists’ attacks on New York of 11 September 2001 put immense pressure on airlines in an already tough market environment (Air Transport Association, 2003). Operational efficiency (Smit, 1997) and good marketing through an understanding of consumers (Driver, 1999) had already been identified as key factors in the survival and competitive success of air carriers, and the events of 11 September 2001 have emphasized the importance of these factors. Passengers’ expectations are among the factors influencing the service decisions of airlines. Empirical evidence has indicated that success in customer-focused service development requires a deep understanding of customer needs, expectations, and preferences (Gustaffson et al., 1999) and that marketing strategies implemented by airlines to expand internationally must take into account the different expectations and perceptions of passengers (Sultan and Simpson, 2000). Demographic characteristics also play a critical role in shaping customers’ needs. Marketers take demographic characteristics as one of the major determinants of consumers’ buying behavior and service expectations.

Shrinking demand, intense competition in deregulated markets, and rising costs have put a heavy burden on airline firms, particularly in the past few years. Kandampully and Duddy (1999) have pointed out that creating superior value for customers requires a detailed understanding of the customer's entire needs and expectations, not only as it is today but also as it evolves over time. They further add that a firm's competitive advantage is established by its ability to satisfy customers’ present and future needs. The primary purpose of this paper has been to look at the profiles and service expectations of airline customers of domestic and foreign carriers, and to provide valuable clues for improved services. The findings based on data collected from five European airlines demonstrate that significant differences exist between the foreign and domestic airline passenger groups on the same flight destinations with respect to their demographic profiles, behavioral characteristics, and understanding of airline service dimensions. Compared with those on domestic airlines, foreign airline passengers were found to be older, better educated, more frequent travelers, and more internationally oriented. These customers were traveling generally for business purposes and held managerial positions. Significant relationships were also detected for foreign airline passengers as between age and sex, travel purpose, and travel frequency; between sex and travel purpose and travel frequency; and between education and travel purpose. Similar relationships existed for domestic airline passengers but with a different pattern. Fundamental service dimensions based on the passengers’ expectations also varied between the two groups. Food and beverage services, personnel, cabin features, Internet services, in-flight activities, country of origin and promotion, punctuality, speed, and aircraft were found to be the nine underlying dimensions of airline services for foreign airline passengers. Although there was a resemblance between the expectations of foreign and domestic airline passengers, the latter group displayed a more loosely defined service package with a clear emphasis on the price factor.