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低成本航空的旅客满意度 Level of Satisfaction on Low Cost Air Travel by Sample 尽管如此，本研究也仍然要关注低成本航空公司低价销售的动机是什么。这个问题有着广泛的答案;其实真正的原因就在于成本因素。事实情况就是，76%的受访者的受访者认为，选择低成本航空公司服务的主要是因为价格有优势。 Having said that the study also looked at what the motivation was for booking low cost airlines. There was a wide range of answers; however, the significance lies in the cost factor. This means that 76 per cent (36 of the respondents) of all respondents answered that price was the main motivation of choosing low cost airline services as can be seen at Table 1.5. 印度人民非常看重他们企业的形象和企业的社会责任。印度市场上现有的航空企业已经有了巨大的优势，他们非常了解航空市场和文化，这是因为他们长期占领主流航空市场，从而建立了强大的品牌。 Indian people are very concerned with the image and the corporate social responsibilities of businesses. The Indian market already has a wide range of players in the airline industry who have the advantage that they not only know the market and the culture but they have been able to establish strong brands due to their long market presence. The choice of airline in the last twelve months among the 50 respondents is shown in Table 1.3. One can clearly see that EasyJet’s 30 per cent stated that they had flown by EasyJet. In addition, the majority of Indian students said that they had used a European airline in the past twelve months. Whereas only 2 per cent of the Indian consumers used EasyJet, the airline of choice among Indians in the past twelve months was bmibaby. The main low cost airlines of choice among Indian respondents in the past twelve months were King Fisher (6%), Jet Airways (8%) and Air Deccan with 4 per cent. It was noteworthy that 91.8 per cent of all respondents were either very satisfied or satisfied and only 8.2 per cent did not have an opinion of their last low cost airline experience. One might conclude that there is a relationship between the two variables satisfaction and good value for money in that 92 per cent of all respondent perceive low cost airlines as good value for money, which is almost the same outcome to satisfaction, where 91.8 per cent of all respondents were either very satisfied or satisfied. As can be seen in Table 1.6 indicates, the majority of both British and Indian respondents used the same airline between one and five times throughout the last twelve months. It is significant that 10 respondents (20%) used the same airline more than six times within the last 12 months. With that in mind 95.8 per cent of the British respondents said that they would use low cost airlines in the future. However a smaller amount; that is, 68 per cent of the Indian people think that they would use low cost airlines in the future. In addition to that, 8 per cent of the Indian respondents stated that it is unlikely that they will use low cost airlines again. This indicates that there is a certain amount of loyalty towards low cost airlines.#p#分页标题#e# Table 1.7 shows the importance of loyalty schemes among the respondents. The majority of the Indian students (64 per cent) find loyalty schemes important or very important. But only a total of four British students said that they perceive loyalty schemes as important. Table 1.8 shows factors and media influence respondents when booking low cost airlines. It is significant that promotional offers have the most influence on the decision making among the British respondents and a relatively high influence on the Indian respondents. However it is also obvious that purchase decisions among Indian respondents is based on word of mouth and recommendation instead of price incentives. Nevertheless, friends and family have an equal influence on both cultures. The third significant factor is that both cultures are fairly high influenced by recommendations made by others and therefore make their choice of airline accordingly. The internet was the main mode for low cost airline reservations (See Table 1.9). Low cost airlines use the internet as the main channel of distribution for their products. The results have also shown that five out of the eight bookings made by a travel agency were for the Indian low cost airlines. In addition, it is also noteworthy that both nationalities are equally internet literate. Moreover, it seems that personal touch is still important to many Indian respondents, whereas British people often prefer the internet. Lastly, the telephone is not an option of choice for making reservations by any of the respondents. The forecasts for India’s real GDP over the coming two decades will range between 6 and 9 per cent, increasing unemployment or underemployment however will weaken growth (McKinsey, 2007). The level of poverty has fallen from 93 per cent to 54 per cent of the population since 1985 but over 100 million people remain in poverty (McKinsey, 2007). On the other hand, the affluent middle class is the fastest growing group of the Indian population and earn between $4,376- $10,941 a year (McKinsey, 2007). This group just lives below the minimum wage level according to international benchmarks, but since everything is cheaper in India, their income when the local cost of living is taken into account, looks more like $23,000 to $118,000, which is middle class by most developed-country standards (McKinsey, 2007). McKinsey (2007) expects that the inflation rate will be at around 4 per cent. Comparing corporate income tax between the two nations one can see that corporate income is taxed at 40 per cent in India (Income Tax Department India, 2008) compared to 20 per cent in the UK. As for VAT it is with 12.5 per cent much lower in India than in the UK with 17.5 per cent. In addition to that fuel taxes are a major problem in the Indian airlines Industry. Which means that aviation fuel taxes, at between 70% and 100% higher than international rates (Raja, 2008). In addition, fuel bills in India take up more than 40% of airline operating budgets and are the biggest contributor to airlines losses (Raja, 2008). Indian low cost airlines have copied the business model from low cost carriers in Europe. Air Deccan for example has modelled itself on European no-frills carriers Ryanair and Easyjet (BBC, 2004). In addition the bargaining power of buyers is quite high, due to the wide range of low cost airlines but also full serviced airlines. This also means customers in India can compare prices and access product information easier with the increasing popularity and ability to access the internet (McKinsey, 2007). Language as part of the cultural framework is another important factor that needs to be considered. English enjoys an important status for national, political, and commercial communication but Hindi is the mother tongue of about 30 per cent of the people. India still has a quite low literacy rate which means that about 39 per cent are illiterate (CiA Factbook, 2008). India is shifting to a consumer society due to the increasing connectivity to mobile phones, the internet and TV as well as due to advertising becoming a more prominent part of people's lives particularly in the large cities and among the growing middle class (McKinsey, 2007). Although India’s demand for air transport is growing the downside is that the infrastructure in particular airports cannot bear up against the increasing demand and capacity (Raja, 2008). Indian people find proximity to airports important, but due to the size of India it might be necessary to serve smaller airports in rural areas as well. Because the rural income growth per household will accelerate to 3.6 per cent over the next decades. http://www.ukassignment.org/uklunwen/In addition to that McKinsey (2007) points out that the majority of consumption (57%) takes place in rural areas versus to 43 per cent in the cities. |
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