INVESTIGATING PASSENGERS’ PERCEIVED COMPETITIVE POSITION OF LOW-COST CARRIERS AND FULL SERVICE AIRLINES: A PERSPECTIVE OF CUSTOMER VALUE

摘要

This study investigates the customer perceived value of Taiwanese passengers whoflew between Taipei and Singapore regarding full service airlines and low-costcarriers and using correspondence analysis to map the relatively competitive positionof the airlines. The results find that passengers from traditional airlines determinetheir perceived value mostly based on what they gained from the airlines.Nevertheless, passengers form their perceived value for the low-cost carrier, Jetstar inthis study, according to the trade-off between what they gave, especially thenonmonetary cost, and what they received. Further, passengers perceive that Jetstarhas a unique position only based on perceived costs; Jetstar . China Airlines andSingapore Airlines are grouped in the same competitive position. This study alsoanalyzes the composition of passengers using the two airline business models.