| Summary: | 碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 104 === Facing with high costs, Airlines are attempting to shift customers from traditional ticketing channels to their direct channels such as website which is considered as a prominent marketing channel and the most cost effective for Airlines. The biggest Airline in Vietnam – Vietnam Airlines – has also followed this strategy by recently lauching ticket selling via its website.
However, the emergence of online booking can lead to significant changes in consumers’ references and behavior. Therefore better understanding key factors influencing on “customer awareness”, which has been found to be a powerful predictor of purchase intention, becomes a crucal issue for e-marketers.
In such context, this research follows the study of Chen and Dubinsky (2003). A more simplistic model was suggested to indentify key antecedents of customer awareness in B-to-C online ticketing. It is worthy implications deducted from the results expected can help better implement tactics for further development of Vietnam Airlines’ e-commerce.
A quantitative research was carried out. Structured questionnaire was administered to collect data from Vietnam Airlines’ e-customers by both methods: “online questionnaire” and “personally administered questionnaire” surveys. The analysis techniques which include Reliability, Factor and Multiple Regression analyses were used to valid the construct measurement and test the hypothesis suggested. Revision of research questions, hypothesis, and research model in the case of investigation was carried out.
The results obtained by the research shows that “valence of experience” and “perceived product quality” are predictors of “customer awareness”. They are positively and significantly related to the “customer awareness”. Furthermore, it is also shown that the factors, which are related to the website’s performance, including “relevant information”, “easy of use of website”, and “customer service” are the predictors of customers “valence of experience”
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