Customer value of the first class product on long-haul flights - A Kano Analysis
Type
conference paper
Date Issued
2014-08-24
Author(s)
Wolffson, Jannik
Editor(s)
Abstract
Throughout the last years, airlines reduced first class capacities on long-haul flights or even completely cut their long-haul first class offers (Nicas, 2012). Due to a reduction in demand (IATA, 2010), many premium airlines struggled to afford a top premium offer.
The goal of this study is to investigate the customer value of a long-haul flight in first class cabin. Hereby, the focus lies in identifying drivers for customer satisfaction and to analyse if there are differences in experience of satisfaction among different customer groups.
By conducting a means end analysis, customers' motivation and values were determined. Based on these results, a Kano analysis was designed. The survey was conducted online among more than 100 participants who regularly travel business and first class.
The results show that current first class products do provide attributes that foster satisfaction. Customers perceive certain attributes differently not only according to their product awareness but also in relation to monetary versus status voucher or miles payment.
The goal of this study is to investigate the customer value of a long-haul flight in first class cabin. Hereby, the focus lies in identifying drivers for customer satisfaction and to analyse if there are differences in experience of satisfaction among different customer groups.
By conducting a means end analysis, customers' motivation and values were determined. Based on these results, a Kano analysis was designed. The survey was conducted online among more than 100 participants who regularly travel business and first class.
The results show that current first class products do provide attributes that foster satisfaction. Customers perceive certain attributes differently not only according to their product awareness but also in relation to monetary versus status voucher or miles payment.
Language
English
Keywords
Airlines
customer value
means end analysis
Kano analysis
first class
HSG Classification
contribution to scientific community
Refereed
Yes
Event Title
AIEST
Event Location
Plzen
Subject(s)
Eprints ID
236756
File(s)![Thumbnail Image]()
Name
Wolffson_Wittmer_AIEST 2014 _final.pdf
Size
610.97 KB
Format
Adobe PDF
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