| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 91 === The notion of changing and enhancing airline performance through the formation of the airline alliances has gained credibility in recent years. However, not much research has been undertaken about the effects of these cooperative efforts from the consumer’s viewpoint. Therefore, this paper uses conjoint analysis to investigate consumer preferences for international airline alliances.
A questionnaire was developed based on previous literature about the airline industry and airline alliances, and discussions with experts. Ten combinations of five alliances attributes were simulated. The respondents were asked to rank each of these combinations by preference. From the ranking for each factor, it shows that：
1.The attributes rated most important were check in procedures, member’s benefits, cooperative service counters, the size of franchised airlines and the mileage accounting system.
2.In selecting membership the most preferred features of airline alliances indicated by all respondents were a large franchise, an excess of 10 international airline alliances, co-operative service counters, various check in procedures, uniform procedures for mileage accounting, and performance based membership benefits.
In addition, the respondents show different ratings of attributes when divided into two or more groups by (1) A Prior segmentation analysis: “member or not”, “purpose of going abroad” and “method of going abroad” or (2) Post Hoc segmentation analysis, also termed “cluster analysis”.
Therefore, the contribution of this thesis is that it assists marketing managers in designing a suitable international airline alliance by taking into account the individual preferences of distinct target markets.
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