Airline passengers consideration determinants in selection booking channel

摘要

This research was conducted to investigate the considerations of determinants forair travelers in distribution channel selection in purchasing of airline tickets. Thestudy was based upon 600 air travelers in Taiwan. The sample included travelers whobooked air travel tickets via the four channels namely internet;;travel agents;;airlinewebsite booking and airline telephone. A closed ended survey questionnaire wasdesigned by the standard and prevalent pretested measures in literature on channelchoice with modifications pertaining. The findings illustrate the complexity ofconsideration determinants;;underline the need to take account of differences. Thevalue and originality of this paper lies in the comparison of the booking channelchoice behavior. The choice of factors considerations this behavior and thetechnology acceptance will impact travelers choice. This paper provides insights intothe relative importance of factors affecting passengers’ channel preference;;which arehelpful for airline in coming up with more effective channel improvement plans andstrategies. The decision process and implementation of a multi-channel strategy couldbe simplified if businesses understood what factors drive consumers to a singlechannel;;multiple channels;;and which channels are preferred.