Assessment of expectation and actual value delivered in consumer perception from airline services : a comparative case study of Emirates Airline and Gulf Air | |
| Author | Saurajit Chaichanwattanakul |
| Call Number | AIT RSPR no.SM-06-13 |
| Subject(s) | Airlines--Evaluation Emirates Airline--Evaluation Gulf Air--Evaluation |
| Note | A research study submitted in pa1iial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-06-13 |
| Abstract | The Airline industry is one of the most dynamic and potentially unstable sectors. Threats to the industry range from global economic recession, the liberalization of international air transport, oil price crisis, terrorisms and wars to epidemic. In addition, in the present day, low cost airlines and e-conunerce have started to tremendously influence the airlines' operations. These emerging threats have become challenges to the business as they are commoditizing the airline product. Airlines are no longer sell the ticket, instead they sell the services and value-added from them. The essence of the differentiation strategy and effective branding lie in creating a service that is perceived as being unique and being over expectation. It will not only counter the trend towards commoditization, but will also bring about customer satisfaction and repetitive purchase. Approach to differentiation can take many forms: brand image, technology, features, customer service and others dimensions. This research paper aims to study and assess the difference in customers' perception of services delivered to them and their prior expectation using Emirates and Gulf Air as a comparative case study company. The research finds that Emirates effectively communicates its brand as the young global innovative airline with Service Excellency, while Gulf Air which has just repositioned itself to be a contemporary Arabian-look airline offering customized services is still not well-recognized by customers. Through series of assessment and analyses, Gulf Air can improve its efficiency by lessons learned from Emirates's success |
| Year | 2006 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-06-13 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Sununta Siengtha;Zee, Rian Beise.; |
| Scholarship Donor(s) | RTG Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2006 |