The Study of Customer Relationship Management in Thai Airline Industry: A Case of Thai Travelers in Thailand

Purpose: This paper offer marketing strategy suggestion to the airlines operating within the Thai aviation market. It identifies the recommended motivational factors that influence the airline customers’ decision to their airline choices. Airlines use different customer relationship management progr...

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Detalles Bibliográficos
Autor: Law, Colin
Tipo de recurso: artículo
Fecha de publicación:2017
País:España
Institución:Universitat Politècnica de Catalunya (UPC)
Repositorio:UPCommons. Portal del coneixement obert de la UPC
Idioma:inglés
OAI Identifier:oai:upcommons.upc.edu:2117/105365
Acceso en línea:https://hdl.handle.net/2117/105365
https://dx.doi.org/10.3926/jairm.86
Access Level:acceso abierto
Palabra clave:Airlines -- Marketing
Airlines -- Thailand
Decision-making
Airline
Customer Relationship
Management
Travelers
Thailand
Línies aèries -- Màrqueting
Línies aèries -- Tailàndia
Decisió, Presa de
Àrees temàtiques de la UPC::Enginyeria civil::Infraestructures i modelització dels transports::Infraestructures i transport aeri
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oai_identifier_str oai:upcommons.upc.edu:2117/105365
network_acronym_str ES
network_name_str España
repository_id_str
spelling The Study of Customer Relationship Management in Thai Airline Industry: A Case of Thai Travelers in ThailandLaw, ColinAirlines -- MarketingAirlines -- ThailandDecision-makingAirlineCustomer RelationshipManagementTravelersThailandLínies aèries -- MàrquetingLínies aèries -- TailàndiaDecisió, Presa deÀrees temàtiques de la UPC::Enginyeria civil::Infraestructures i modelització dels transports::Infraestructures i transport aeriPurpose: This paper offer marketing strategy suggestion to the airlines operating within the Thai aviation market. It identifies the recommended motivational factors that influence the airline customers’ decision to their airline choices. Airlines use different customer relationship management programs to attract returning customers. This paper suggested the most attractive motivation factors for Thailand's air travel market. Design/methodology: This research paper is an attempt to study and identify the factors, including loyalty program, distribution channel, customer services, promotions and other influence causes that affected the customer preference in the airline ticket purchasing behavior in Thailand. A questionnaire survey was conducted with the sample identified through unrestricted non probability sampling technique at four major airports in Thailand. The data collected are analyzed to identify the favorable drivers that lead to customer decision on airline choice. Findings: The result from the study has demonstrated that price, and promotion has a significant impact on customer preference and positively leads to repurchase intention for their future travel. Moreover, flight schedules are also a main factor influencing the travelers’ final decision on airline choice. However, when the promotional strategies and schedule are comparable between airlines, customers are attracted by the airline amenities and services. Loyalty program (frequent-flier program flier program) is showing a less attractive motivator while distribution channel demonstrates the least important affecting the travelers’ choice of airline. Originality/value: The paper begins with an overview of previous research in the area of airlines customer relationship management and then moves on to what is currently being implemented by the airlines. The authors then propose several customer relationship strategies and identify the most attractive one that motivates the Thai consumers.Peer ReviewedOmniaScience20172017-06-0120172017-06-12journal articlehttp://purl.org/coar/resource_type/c_6501NAhttp://purl.org/coar/version/c_be7fb7dd8ff6fe43info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/2117/105365https://dx.doi.org/10.3926/jairm.86reponame:UPCommons. Portal del coneixement obert de la UPCinstname:Universitat Politècnica de Catalunya (UPC)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial 3.0 Spainhttp://creativecommons.org/licenses/by-nc/3.0/es/info:eu-repo/semantics/openAccessoai:upcommons.upc.edu:2117/1053652026-05-27T15:37:01Z
dc.title.none.fl_str_mv The Study of Customer Relationship Management in Thai Airline Industry: A Case of Thai Travelers in Thailand
title The Study of Customer Relationship Management in Thai Airline Industry: A Case of Thai Travelers in Thailand
spellingShingle The Study of Customer Relationship Management in Thai Airline Industry: A Case of Thai Travelers in Thailand
Law, Colin
Airlines -- Marketing
Airlines -- Thailand
Decision-making
Airline
Customer Relationship
Management
Travelers
Thailand
Línies aèries -- Màrqueting
Línies aèries -- Tailàndia
Decisió, Presa de
Àrees temàtiques de la UPC::Enginyeria civil::Infraestructures i modelització dels transports::Infraestructures i transport aeri
title_short The Study of Customer Relationship Management in Thai Airline Industry: A Case of Thai Travelers in Thailand
title_full The Study of Customer Relationship Management in Thai Airline Industry: A Case of Thai Travelers in Thailand
title_fullStr The Study of Customer Relationship Management in Thai Airline Industry: A Case of Thai Travelers in Thailand
title_full_unstemmed The Study of Customer Relationship Management in Thai Airline Industry: A Case of Thai Travelers in Thailand
title_sort The Study of Customer Relationship Management in Thai Airline Industry: A Case of Thai Travelers in Thailand
dc.creator.none.fl_str_mv Law, Colin
author Law, Colin
author_facet Law, Colin
author_role author
dc.subject.none.fl_str_mv Airlines -- Marketing
Airlines -- Thailand
Decision-making
Airline
Customer Relationship
Management
Travelers
Thailand
Línies aèries -- Màrqueting
Línies aèries -- Tailàndia
Decisió, Presa de
Àrees temàtiques de la UPC::Enginyeria civil::Infraestructures i modelització dels transports::Infraestructures i transport aeri
topic Airlines -- Marketing
Airlines -- Thailand
Decision-making
Airline
Customer Relationship
Management
Travelers
Thailand
Línies aèries -- Màrqueting
Línies aèries -- Tailàndia
Decisió, Presa de
Àrees temàtiques de la UPC::Enginyeria civil::Infraestructures i modelització dels transports::Infraestructures i transport aeri
description Purpose: This paper offer marketing strategy suggestion to the airlines operating within the Thai aviation market. It identifies the recommended motivational factors that influence the airline customers’ decision to their airline choices. Airlines use different customer relationship management programs to attract returning customers. This paper suggested the most attractive motivation factors for Thailand's air travel market. Design/methodology: This research paper is an attempt to study and identify the factors, including loyalty program, distribution channel, customer services, promotions and other influence causes that affected the customer preference in the airline ticket purchasing behavior in Thailand. A questionnaire survey was conducted with the sample identified through unrestricted non probability sampling technique at four major airports in Thailand. The data collected are analyzed to identify the favorable drivers that lead to customer decision on airline choice. Findings: The result from the study has demonstrated that price, and promotion has a significant impact on customer preference and positively leads to repurchase intention for their future travel. Moreover, flight schedules are also a main factor influencing the travelers’ final decision on airline choice. However, when the promotional strategies and schedule are comparable between airlines, customers are attracted by the airline amenities and services. Loyalty program (frequent-flier program flier program) is showing a less attractive motivator while distribution channel demonstrates the least important affecting the travelers’ choice of airline. Originality/value: The paper begins with an overview of previous research in the area of airlines customer relationship management and then moves on to what is currently being implemented by the airlines. The authors then propose several customer relationship strategies and identify the most attractive one that motivates the Thai consumers.
publishDate 2017
dc.date.none.fl_str_mv 2017
2017-06-01
2017
2017-06-12
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
NA
http://purl.org/coar/version/c_be7fb7dd8ff6fe43
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/2117/105365
https://dx.doi.org/10.3926/jairm.86
url https://hdl.handle.net/2117/105365
https://dx.doi.org/10.3926/jairm.86
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial 3.0 Spain
http://creativecommons.org/licenses/by-nc/3.0/es/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial 3.0 Spain
http://creativecommons.org/licenses/by-nc/3.0/es/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv OmniaScience
publisher.none.fl_str_mv OmniaScience
dc.source.none.fl_str_mv reponame:UPCommons. Portal del coneixement obert de la UPC
instname:Universitat Politècnica de Catalunya (UPC)
instname_str Universitat Politècnica de Catalunya (UPC)
reponame_str UPCommons. Portal del coneixement obert de la UPC
collection UPCommons. Portal del coneixement obert de la UPC
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.301629

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