A Study of the Relationships between Elite Services and Marketing Strategies on the Customer Commitment －A Case Study of the Aviation Industry

• Main Authors: Jeou-Shyan Chan, 陳九玄
• Other Authors: Bih-Shiaw Jaw
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/yx5y24

碩士 === 國立中山大學 === 高階經營碩士班 === 101 === With the gradual growing demand of air travelling over recent years, capturing the airline passenger’s market share has become a critical point in increasing revenue in the airline industry. According to the statistic published by Sky-team airline alliance recently, 25 percent of the airline industry’s earned revenue is contributed by 5 percent of high-end consumers. This market phenomenon has opened up the idea for service sector to create the concept of elite services while reflecting, with the essential of right marketing strategy, the opportunity for the industry to efficiently bring in better bottom line of business performances. Gaining the market share of the high-end consumers inevitably is the strategy necessary for the airline industry to increase its profit margin. Needless to say the airline industry, recognizing the enormous purchasing power of high-end consumers in the M-shaped society, has continuously within the context of facilitating outstanding services come up with the added-values and incentives to related services and products and together with the right marketing strategy, the industry targets not only elite travelers but also business entrepreneurs to capture this niche market. This phenomenon also signifies the arrival of “M-shaped society with Z-typed consumption”. As such, the purpose of this study rests on the issues of elite services, marketing strategies and customer commitment where the target consumers are directed to first class and business class passengers. The results of the study are shown as the following: 1. Free airport pick-up to/from and parking services are the most attracted offers among high-end consumers. 2. Promotional airfare is the most commonly perceived as the most effective way of marketing strategy. 3. Customer commitment is the driving factor of customer service satisfaction. 4. The two important factors in attracting customer royalty are flight attendants and quality of services at the airline lounge. 5. The number of ridings and recognition of elite services are clearly significant.