Relationship Marketing Strategy and implementation

(Nora) #1

Table 6.2.9 (continued)


Factors judged to be most important when choosing an airline**


Under 2 hours 2-5 Hours Over 5 hours
(%) (Rank) (%) (Rank) (%) (Rank)

Convenient schedule 67.8 1 59.9 1 44.2 1
Frequency of flights 33.8 2 13.3 11 6.5 11
On-time performance 30.7 3 22.0 4 16.1 10
Past experience 27.8 4 28.4 3 29.5 3
Low fares 18.0 5 19.1 6 22.0 6
Safety record 17.1 6 18.7 7 22.3 5
Attitude of personnel 16.8 7 21.4 5 23.6 4
Quality of in-flight service 15.7 8 29.5 2 38.5 2
Aircraft type 10.4 9 14.2 9 21.1 7
Availability of Business Class 7.8 10 14.1 10 16.2 9
Quality of ground service 6.8 11 5.8 12 4.8 13
National flag carrier 6.6 12 4.9 13 5.3 12
Quality of food and drinks 6.5 13 15.1 8 20.5 8
Frequent Flyers Programme 3.2 14 3.8 14 4.3 14
Others 1.0 15 0.9 15 1.1 15


*The International Airline Passengers Association (IAPA) is an independent body representing frequent
travellers.The data are from its 1985 survey and based on 19,000 replies.
†Members could nominate up to four airlines.
**Members could nominate up to three factors.


Creating and implementing relationship marketing strategies 497

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