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Asian Journal of Management
ISSN: 2321-5763(Online), 0976-495X(Print)
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Study of Influence of Airline Quality Ratings (AQRs) on repeat purchase behaviour of next-generation domestic air travellers in Maharashtra State
Basudev Datta*, Pritam Kaushik
MBA Student (2018-20), Symbiosis Institute of Management Studies, Pune
In today’s time, airline sector has become highly intangible, perishable and heterogeneous in nature. In certain cases, it has been observed that airline services are highly personalized due to continuous variation in customer engagement factor by frontline employees. Majority of the senior management in airline sector believes that they are continuously able to bridge the gap between the customer perception about service quality and actually delivered services through frontline employees which is highly misconceived from customer point of view. Given the fact that the sector is highly volatile and competitive in nature, airline management must be in position to gauge the trend line which influences the Airline Quality Ratings (AQRs) and its impact on consumer decision making process. The pattern recognition will assist the management in making necessary corrective actions on high impact service quality factors which will make the airline remain afloat in such a volatile environment. Henceforth, keeping in view, recent set of events which led to closure of Sahara Airline, Kingfisher Airline, Jet Airways etc. despite being of one of leading LCC in Indian Airline Industry for quite long time. Authors have attempted to mathematical model the factors which influences the Airline Industry in Maharashtra state only. So, as to enable the senior management to take timely corrective actions as and when necessary.
LCC: Low Cost Carrier, WOM: Word-of-Mouth, ATF: Aviation Turbine Fuel, PoD: Point of Differentiation, AQRs: Airline Quality Ratings.
Basudev Datta, Pritam Kaushik. Study of Influence of Airline Quality Ratings (AQRs) on repeat purchase behaviour of next-generation domestic air travellers in Maharashtra State. Asian Journal of Management. 2019; 10(3):167-175.
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