Service operational effectiveness and airline marketing strategy factors effecting purchasing intentions in star alliance airline members

Abstract

Nowadays airline marketing strategies are very vital in influencing purchase intention. In Asia, strategic airline alliance has been employed to increase competitiveness particularly Asia-based airlines. As a result, the objectives of this research are 1.) To examine the effectiveness of the airline marketing strategies practiced by Asia-based Star Alliance airline members, 2.) To identify the airline marketing strategy factors influencing purchasing intention of Star Alliance airline members, 3.) To examine the airline service operational effectiveness influencing purchasing intention of Star Alliance airline members. To reach the aforementioned research objectives, the quantitative research method is employed by 400 sets of questionnaire survey. The population of this research is the passengers who fly Asia-based Star Alliance airline members based at Suvanabhumi airport, Thailand. Purposive sampling is employed for sampled population. Both descriptive and inferential statistics (Multiple regression) are used for data analysis. The research results are firstly. The levels of opinion ‘somewhat agreed’ towards airline marketing strategies are Product Distribution Strategy, Product Differentiation Strategy. Pricing Strategy, Customer Retention Strategy, and Quick Response Strategy, respectively. Meanwhile, the ‘neither agreed nor disagreed’ is Strategic Alliance Strategy. Secondly, there are 3 marketing strategies statistically influencing purchase intention; Strategic Alliance Strategy, Quick Response Strategy and Product Differentiation Strategy. Lastly, the level of airline operational effectiveness is above average at 3.52 out of 5.