International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
line decor
  
line decor

 Volume 10, Issue 5 (May 2023), Pages: 1-11

----------------------------------------------

 Original Research Paper

Hedonic preference of airline passengers

 Author(s): 

 Jeziel V. Caliao 1, 2, Emmanuel Yumul 1, *, Adrian Tamayo 1, John Vianne Murcia 1, Allemar Jhone P. Delima 1, 3

 Affiliation(s):

 1Professional Schools, University of Mindanao, Davao City, Davao del Sur, Philippines
 2College of Business Education, Philippine Women’s College of Davao, Davao City, Davao del Sur, Philippines
 3College of Information and Computing Studies, Northern Iloilo State University, Estancia, Iloilo, Philippines

  Full Text - PDF          XML

 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0002-8300-6605

 Digital Object Identifier: 

 https://doi.org/10.21833/ijaas.2023.05.001

 Abstract:

The purpose of this study is to determine which airlines Davao City-bound and outbound passengers prefer. Passenger information was acquired via survey questionnaires employing the Likert scale. In this study, non-experimental quantitative research employing a casual research method was employed. Using descriptive and informal research methodologies, this study investigated whether demographic variables and airline service quality influence the airline service choices of Davao City passengers. This investigation employs artificial neural network research to determine which factors influence airline preference. The majority of air carrier respondents are between the ages of 21 and 35, are predominantly female, and are employed by private companies. The airline preferences of passengers are influenced by price, cabin services, flight schedule, safety, on-time performance, and employee conduct. Important airline demographics included age, occupation, and sex. Price is the most significant criterion when selecting an airline, followed by flight schedule, on-time performance, and employee conduct. Flights should offer discounts to students and senior citizens. They may adjust fares based on the findings. To attract a broader age range of customers, airlines should strategically organize their marketing and focus on specific market niches. To increase sales, airlines may consider offering discounted, low-cost, or one-peso fares during certain times. To assist time-sensitive travelers in reaching their destinations in the event of airline delays or cancellations, alternative flights are advised. To gain a deeper understanding of airline carrier selection, research should be extended, employing a larger sample or alternative statistical methods.

 © 2023 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords: Hedonic preference, Airline carrier, Artificial neural network, Philippines

 Article History: Received 1 September 2022, Received in revised form 16 January 2023, Accepted 5 February 2023

 Acknowledgment 

No Acknowledgment.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Caliao JV, Yumul E, Tamayo A, Murcia JV, and Delima AJP (2023). Hedonic preference of airline passengers. International Journal of Advanced and Applied Sciences, 10(5): 1-11

 Permanent Link to this page

 Figures

 Fig. 1 Fig. 2

 Tables

 Table 1 Table 2 

----------------------------------------------    

 References (69)

  1. Ahadmotlaghi E and Pawar P (2012). Analysis of CRM programs practiced by passengers' airline industry of India and its impact on customer satisfaction and loyalty. Journal of Arts, Science and Commerce, 3(2 Part 2): 119-127.   [Google Scholar]
  2. An M and Noh Y (2009). Airline customer satisfaction and loyalty: Impact of in-flight service quality. Service Business, 3(3): 293-307. https://doi.org/10.1007/s11628-009-0068-4   [Google Scholar]
  3. Archana R and Subha MV (2012). A study on service quality and passenger satisfaction on Indian airlines. International Journal of Multidisciplinary Research, 2(2): 50-63.   [Google Scholar]
  4. Atalik O (2007). Customer complaints about airline service: A preliminary study of Turkish frequent flyers. Management Research News, 30(6): 409-419. https://doi.org/10.1108/01409170710751908   [Google Scholar]
  5. Atilgan E, Akinci S, and Aksoy S (2003). Mapping service quality in the tourism industry. Managing Service Quality: An International Journal, 13(5): 412-422. https://doi.org/10.1108/09604520310495877   [Google Scholar]
  6. Barnett A (2020). Aviation safety: A whole new world? Transportation Science, 54(1): 84-96. https://doi.org/10.1287/trsc.2019.0937   [Google Scholar]
  7. Benner J (2009). The airline customer loyalty model: A relational approach to understanding antecedents of customer loyalty in the airline industry. M.Sc. Thesis, Copenhagen Business School, Frederiksberg, Denmark.   [Google Scholar]
  8. Bhadeshia HKDH, Dimitriu RC, Forsik S, Pak JH, and Ryu JH (2009). Performance of neural networks in materials science. Materials Science and Technology, 25(4): 504-510. https://doi.org/10.1179/174328408X311053   [Google Scholar]
  9. Brady M and Cronin J (2001). Algunas ideas nuevas sobre la conceptualización de la calidad percibida del servicio: Un enfoque jerárquico. Revista de Marketing, 65(3): 34-49.   [Google Scholar]
  10. Brueckner JK and Flores-Fillol R (2007). Airline schedule competition. Review of Industrial Organization, 30(3): 161-177. https://doi.org/10.1007/s11151-007-9140-1   [Google Scholar]
  11. Campbell B and Vigar-Ellis D (2012). The importance of choice attributes and the positions of the airlines within the South African domestic passenger airline industry as perceived by passengers at Durban International Airport. Southern African Business Review, 16(2): 97-119.   [Google Scholar]
  12. Chang YH and Chen FY (2007). Relational benefits, switching barriers and loyalty: A study of airline customers in Taiwan. Journal of Air Transport Management, 13(2): 104-109. https://doi.org/10.1016/j.jairtraman.2006.10.001   [Google Scholar]
  13. Charoensettasilp S and Wu C (2013). Attitude and needs of Thai people in selecting domestic low-cost airlines. American Journal of Industrial and Business Management, 3(2): 30104.   [Google Scholar]
  14. Chen LSL, Wang MCH, Cheng JMS, and Kuntjara H (2008). Consumer involvement and brand loyalty in services: evidence from the commercial airline industry in Taiwan. International Journal of Services and Standards, 4(4): 437-452. https://doi.org/10.1504/IJSS.2008.020058   [Google Scholar]
  15. Cho W (2006). The impact of airline and customer characteristics on airline and airport choice. College Park ProQuest Dissertations Publishing, University of Maryland, College Park, USA.   [Google Scholar]
  16. De Jager JW, Van Zyl D, and Toriola AL (2012). Airline service quality in South Africa and Italy. Journal of Air Transport Management, 25: 19-21. https://doi.org/10.1016/j.jairtraman.2012.04.002   [Google Scholar]
  17. Di Wang D, Klabjan D, and Shebalov S (2014). Attractiveness-based airline network models with embedded spill and recapture. Journal of Airline and Airport Management, 4(1): 1–25. https://doi.org/10.3926/jairm.20   [Google Scholar]
  18. Doganis R (2005). The airline industry in the 21st century. 1st Edition, Routledge, Oxfordshire, UK. https://doi.org/10.4324/9780203991916   [Google Scholar]
  19. Erickson GM and Johansson JK (1985). The role of price in multi-attribute product evaluations. Journal of Consumer Research, 12(2): 195-199. https://doi.org/10.1086/208508   [Google Scholar]
  20. Fabian FNG, Jung YGK, Montealto KAL, Yu HAC, and Gueta GP (2013). The impact of the emergence of low-cost carriers and budget flights. In the 21st Annual Conference of the Transportation Science Society of the Philippines, Cebu City, Philippines.   [Google Scholar]
  21. Fageda X, Jiménez JL, and Perdiguero J (2011). Price rivalry in airline markets: A study of a successful strategy of a network carrier against a low-cost carrier. Journal of Transport Geography, 19(4): 658-669. https://doi.org/10.1016/j.jtrangeo.2010.07.006   [Google Scholar]
  22. Fourie C and Lubbe B (2006). Determinants of selection of full-service airlines and low-cost carriers-A note on business travellers in South Africa. Journal of Air Transport Management, 12(2): 98-102. https://doi.org/10.1016/j.jairtraman.2005.11.008   [Google Scholar]
  23. Garfinkel SL (2008). Information of the world, unite! Scientific American, 299(3): 82-87. https://doi.org/10.1038/scientificamerican0908-82   [Google Scholar] PMid:18783056
  24. Graham ME and Bansal P (2007). Consumers' willingness to pay for corporate reputation: The context of airline companies. Corporate Reputation Review, 10(3): 189-200. https://doi.org/10.1057/palgrave.crr.1550052   [Google Scholar]
  25. Güreş N, Arslan S, and Yilmaz H (2011). A comparison of airline service expectations between passengers of domestic and international flights. International Journal of Social Sciences and Humanity Studies, 3(2): 377-386.   [Google Scholar]
  26. Gursoy D, Chen MH, and Kim HJ (2005). The US airlines relative positioning based on attributes of service quality. Tourism Management, 26(1): 57-67. https://doi.org/10.1016/j.tourman.2003.08.019   [Google Scholar]
  27. Haykin S (1998). Neural networks: A comprehensive foundation. Prentice Hall PTR, Upper Saddle River, USA.   [Google Scholar]
  28. Heskett JL, Sasser WE, and Schlesinger LA (2010). The value profit chain: Treat employees like customers and customers like. Simon and Schuster, New York, USA.   [Google Scholar]
  29. Hess S, Adler T, and Polak JW (2007). Modelling airport and airline choice behaviour with the use of stated preference survey data. Transportation Research Part E: Logistics and Transportation Review, 43(3): 221-233. https://doi.org/10.1016/j.tre.2006.10.002   [Google Scholar]
  30. Heung VC and Chu R (2000). Important factors affecting Hong Kong consumers’ choice of a travel agency for all-inclusive package tours. Journal of Travel Research, 39(1): 52-59. https://doi.org/10.1177/004728750003900107   [Google Scholar]
  31. Hutchinson J, Lai F, and Wang Y (2009). Understanding the relationships of quality, value, equity, satisfaction, and behavioral intentions among golf travelers. Tourism Management, 30(2): 298-308. https://doi.org/10.1016/j.tourman.2008.07.010   [Google Scholar]
  32. ICAO (2012). ICAO’s policies on charges for airports and air navigation services. International Civil Aviation Organization, Montreal, Canada.   [Google Scholar]
  33. Kalitesi HIZ and Araştırma TB (2012). Service quality in airline businesses: A research on THY. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, 24: 35-49.   [Google Scholar]
  34. Khuong MN (2014). The factors affecting Vietnam airlines service quality and passenger satisfaction-A mediation analysis of service quality. International Journal of Innovation, Management and Technology, 5(5): 327. https://doi.org/10.7763/IJIMT.2014.V5.535   [Google Scholar]
  35. LePine JA, Buckman BR, Crawford ER, and Methot JR (2011). A review of research on personality in teams: Accounting for pathways spanning levels of theory and analysis. Human Resource Management Review, 21(4): 311-330. https://doi.org/10.1016/j.hrmr.2010.10.004   [Google Scholar]
  36. Lin CC, Wu HY, and Chang YF (2011). The critical factors impact on online customer satisfaction. Procedia Computer Science, 3: 276-281. https://doi.org/10.1016/j.procs.2010.12.047   [Google Scholar]
  37. Maddern SW (2013). Air travel. In: Ness I and Bellwood PS (Eds.), The encyclopedia of global human migration. Wiley-Blackwell, Hoboken, USA. https://doi.org/10.1002/9781444351071.wbeghm025   [Google Scholar]
  38. Marczyk GR, DeMatteo D, and Festinger D (2005). Essentials of research design and methodology. John Wiley and Sons, Hoboken, USA.   [Google Scholar]
  39. Martı́n JC and Roman C (2001). An application of DEA to measure the efficiency of Spanish airports prior to privatization. Journal of Air Transport Management, 7(3): 149-157. https://doi.org/10.1016/S0969-6997(00)00044-2   [Google Scholar]
  40. Mason KJ (2001). Marketing low-cost airline services to business travellers. Journal of Air Transport Management, 7(2): 103-109. https://doi.org/10.1016/S0969-6997(00)00036-3   [Google Scholar]
  41. McKechnie DS, Grant J, and Golawala FS (2011). Partitioning service encounters into touch points to enhance quality. International Journal of Quality and Service Sciences, 3(2): 146–165. https://doi.org/10.1108/17566691111146069   [Google Scholar]
  42. Milioti CP, Karlaftis MG, and Akkogiounoglou E (2015). Traveler perceptions and airline choice: A multivariate probit approach. Journal of Air Transport Management, 49: 46-52. https://doi.org/10.1016/j.jairtraman.2015.08.001   [Google Scholar]
  43. Morales AC and Fitzsimons GJ (2007). Product contagion: Changing consumer evaluations through physical contact with “disgusting” products. Journal of Marketing Research, 44(2): 272-283. https://doi.org/10.1509/jmkr.44.2.272   [Google Scholar]
  44. Nadiri H, Hussain K, Ekiz EH, and Erdoǧan Ş. (2008). An investigation on the factors influencing passengers’ loyalty in the North Cyprus national airline. TQM Journal, 20(3): 265–280. https://doi.org/10.1108/17542730810867272   [Google Scholar]
  45. Namukasa J (2013). The influence of airline service quality on passenger satisfaction and loyalty the case of Uganda airline industry. TQM Journal, 25(5): 520–532. https://doi.org/10.1108/TQM-11-2012-0092   [Google Scholar]
  46. Oyewole P, Sankaran M, and Choudhury P (2007). Marketing airline services in Malaysia: A consumer satisfaction orientation approach. Innovative Marketing, 3(1): 56-70.   [Google Scholar]
  47. Park JW, Robertson R, and Wu CL (2006). The effects of individual dimensions of airline service quality: Findings from Australian domestic air passengers. Journal of Hospitality and Tourism Management, 13(2): 161-176. https://doi.org/10.1375/jhtm.13.2.161   [Google Scholar]
  48. Preacher KJ and Hayes AF (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3): 879-891. https://doi.org/10.3758/BRM.40.3.879   [Google Scholar] PMid:18697684
  49. Richardson S and Butler G (2012). Attitudes of Malaysian tourism and hospitality students' towards a career in the industry. Asia Pacific Journal of Tourism Research, 17(3): 262-276. https://doi.org/10.1080/10941665.2011.625430   [Google Scholar]
  50. Sam T and Dhanya A (2011). Impact of product quality, service quality and contextual experience on customer perceived value and future buying intentions. European Journal of Business and Management, 3(3): 307–316.   [Google Scholar]
  51. Scardi M and Harding Jr LW (1999). Developing an empirical model of phytoplankton primary production: a neural network case study. Ecological Modelling, 120(2-3): 213-223. https://doi.org/10.1016/S0304-3800(99)00103-9   [Google Scholar]
  52. Seddighi HR and Theocharous AL (2002). A model of tourism destination choice: a theoretical and empirical analysis. Tourism Management, 23(5): 475-487. https://doi.org/10.1016/S0261-5177(02)00012-2   [Google Scholar]
  53. Shiwakoti N, Jiang H, and Nguyen AD (2022). Passengers’ perception of safety and its relationship with demographics, service quality, satisfaction and loyalty in airlines sector: A case study of Vietnam to Australia route. Transport Policy, 124: 194-202. https://doi.org/10.1016/j.tranpol.2021.04.029   [Google Scholar]
  54. Snyder DJ and Tai PA (2014). Customer satisfaction at low cost airlines: A case study of Jetstar Pacific Airlines (JPA). In The Clute Institute International Academic Conference, San Antonio, USA: 254-265.   [Google Scholar]
  55. Sokolovskyy A (2012). Analyzing factors impacting students choice between low-cost and full-fare airlines. Master's Thesis, Universitetet i Agder, Kristiansand, Norway.   [Google Scholar]
  56. Sultan F and Simpson MC (2000). International service variants: A study of airline passenger expectations and perceptions of service quality. Journal of Services Marketing, 14(3): 188-216. https://doi.org/10.1108/08876040010327211   [Google Scholar]
  57. Surovitskikh S and Lubbe B (2008). Positioning of selected Middle Eastern airlines in the South African business and leisure travel environment. Journal of Air Transport Management, 14(2): 75-81. https://doi.org/10.1016/j.jairtraman.2007.12.001   [Google Scholar]
  58. Thanasupsin K, Chaichana S, and Pliankarom S (2010). Factors influencing mode selections of low-cost carriers and a full-service airline in Thailand. Transportation Journal, 49(1): 35-47. https://doi.org/10.2307/40904820   [Google Scholar]
  59. Tiernan S, Rhoades DL, and Waguespack B (2008). Airline service quality: Exploratory analysis of consumer perceptions and operational performance in the USA and EU. Managing Service Quality: An International Journal, 18(3): 212–224. https://doi.org/10.1108/09604520810871847   [Google Scholar]
  60. Tsaur SH, Chang TY, and Yen CH (2002). The evaluation of airline service quality by fuzzy MCDM. Tourism Management, 23(2): 107-115. https://doi.org/10.1016/S0261-5177(01)00050-4   [Google Scholar]
  61. Uittenbogaard AC (2009). A study on the effects of low-cost airlines in planning issues case studies of Glasgow, Stockholm and Düsseldorf. Royal Institute of Technology (KTH), Stockholm, Sweden.   [Google Scholar]
  62. Venkatesh N (2013). Indian retail industries market analysis : Issues challenges and its opportunity for the 21st century. International Journal of Application or Innovation in Engineering and Management, 2(12): 164-174.   [Google Scholar]
  63. Wen CH, Chen TN, and Fu C (2014). A factor-analytic generalized nested logit model for determining market position of airlines. Transportation Research Part A: Policy and Practice, 62: 71-80. https://doi.org/10.1016/j.tra.2014.02.001   [Google Scholar]
  64. Wilfred IU, Mobolaji SS, Christopher CI, Callistus CI, and Edem OA (2012). Determinants of airline choice-making: The Nigerian perspective. African Journal of Business Management, 6(15): 5442-5455. https://doi.org/10.5897/AJBM11.2606   [Google Scholar]
  65. Wisenblit JL and Schiffmann LG (2018). Consumer behavior, global edition. 12th Edition, Prentice Hall, Hoboken, USA.   [Google Scholar]
  66. Young C, Cunningham L, and Lee M (1994). Assessing service quality as an effective management tool: The case of the airline industry. Journal of Marketing Theory and Practice, 2(2): 76-97. https://doi.org/10.1080/10696679.1994.11501652   [Google Scholar]
  67. Yunus NSNM, Bojei J, and Rashid WEW (2013). Service quality towards customer loyalty in Malaysia's domestic low cost airline services. International Journal of e-Education, e-Business, e-Management and e-Learning, 3(4): 333-336. https://doi.org/10.7763/IJEEEE.2013.V3.253   [Google Scholar]
  68. Zeithaml VA, Berry LL, and Parasuraman A (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2): 31-46. https://doi.org/10.1177/002224299606000203   [Google Scholar]
  69. Zeng Z, Pantic M, Roisman GI, and Huang TS (2009). A survey of affect recognition methods: Audio, visual, and spontaneous expressions. IEEE Transactions on Pattern Analysis and Machine Intelligence, 31(1): 39-58. https://doi.org/10.1109/TPAMI.2008.52   [Google Scholar] PMid:19029545