استفاده از فرایند تحلیل شبکه ای برای اندازه گیری عوامل موثر بر نیت خرید حامل های کم هزینه : مقایسه مشتریان بالقوه و فعلی

The goal of this study is to use the analytic network process (ANP) approach to develop an evaluation model which prioritized the relative weights of determinants of low cost carriers (LCCs) purchase intentions between potential and current customers. A field study with 96 potential customers and 84 current customers of LCCs was performed. The results found some similarities and differences between potential and current customers with regard to the determinants of LCCs purchase intentions. With respect to the final weights of these determinants, both customer groups considered “reliability and image” to be the important factor that affects their intentions to purchase LCCs. Additionally, “price and convenience” received a higher weighting by potential customers, while current customers emphasized the importance of “employee services”. The evaluation model and the results obtained using it provide a valuable reference for LCC managers who are seeking to facilitate effective customer relationship management.