| Abstrakt: |
As competition in the international airline industry intensifies, increasing consumer satisfaction with services becomes crucial to airlines' survival. While its importance in marketing is never questioned, customer satisfaction has rightly been described as "a complex and elusive phenomenon" (Peterson & Wilson, 1992, p. 68). This paper examines the level of consumer satisfaction with the different individual elementary services customarily provided by airlines on an international flight, and determines how this is influenced by consumer purchase-related factors. Four purchase-related factors are examined, namely: (i) reasons for travel, (ii) frequency of travel, (iii) class of flight, and (iv) type of airline used. Findings show that while reasons for travel and frequency of travel had no significant influence; class of flight and type of airline used tend to influence the level of consumer satisfaction with services in the international airline industry. Managerial implications of these finding and directions for future research are given. [ABSTRACT FROM AUTHOR] |
