ارزيابي رفتار مسافران در انتخاب شركت هاي هواپيمايي در پروازهاي داخلي

Evaluating the Airline Selection Behavior of Iranian Domestic Travelers

صنعت حمل و نقل هوايي به دليل مشكلات اقتصادي جوامع در سال هاي اخير با ركود و افت درآمد مواجه شده است. اين صنعت همواره در جستجوي راه هايي براي كاهش هزينه ها و افزايش بازده بوده است. شناخت بهتر رفتارهاي مسافران در انتخاب شركت ها در اين زمينه كمك بسياري به شركت ها مي كند. اين موضوع در ايران نيز در سال هاي اخير با افزايش تعداد شركت-ها، افزايش رقابت تجاري بين آنها و شرايط اقتصادي كشور توجه زيادي را به خود جلب نموده است. در اين تحقيق كه به بررسي رفتارهاي مسافران در انتخاب شركت هاي هواپيمايي داخلي مي پردازد، جهت جمع آوري اطلاعات مورد نياز از مسافران با استفاده از مشاورات صاحب نظران و اساتيد دانشگاه، پرسشنامه اي طراحي و 21 معيار كه تصور مي رفت در انتخاب مسافران نقش مهمي داشته باشد تعيين شد و از مسافران خواسته شد تا بر اساس ميزان اهميت هر يك به آنها نمره دهند. اين 21 معيار بر اساس ميزان اهميت از ديدگاه مسافران اولويت بندي شدند. علاوه بر اين، اين تحقيق در پي يافتن روابط مهم بين اولويت معيارها و گروه هاي مختلف مسافران بر اساس مشخصات فردي و ويژگي هاي سفر آنها است. براي دست يابي به اهداف تحقيق 6 فرضيه مطرح و توسط آزمون هاي t، ANOVA و همگني واريانس ها مورد بررسي قرار گرفتند. با استفاده از اين روش، معيارهايي كه در گروههاي مختلف مسافران تفاوت هاي قابل توجهي از نظر اهميت و اولويت داشتند نيز مشخص شدند. در اين تحقيق 8 فاكتور اصلي كه مهم ترين تاثير را در فرآيند انتخاب مسافران داشتند مشخص شدند كه به ترتيب شامل اجراي به موقع پروازها، ايمني پرواز، قيمت بليط، زمان مناسب پرواز، تعداد سوانح گذشته هر شركت، ميزان پاسخ گويي در زمان بروز مشكل و تاخير، نحوه فروش بليط و امكان رزرو اينترنتي و نحوه برخورد خدمه و پرسنل هستند. نتايج اين تحقيق مفاهيم كاربردي را براي خطوط هوايي در زمينه رقابت هاي تجاري فراهم مي‌كند و زمينه هايي را براي انجام اين نوع مطالعات در ايران معرفي مي كند.

Aviation industry due to economic problem was faced with loss of revenue in recent years. This industry has always been searching for ways to reduce costs and increase efficiency. Better understanding of behavior travelers to choose an airline, will help airlines in this field. In recent years this issue has attracted much attention by increasing number of companies, increasing trade competition and economic condition in Iran. In this paper through the literature review we can find out that to go through this business, the industry needs to tackle two obvious tasks: Cost-Reduction and revenue-generating.an Airline`s knowledge of its customers and its ability to devise marketing campaign’s to suit the preferences of those customer segments become of paramount importance in attracting the passengers to the cabin. In the development of new services and the utilization of new equipment, consumer driven input should be utilized. To achieve a competitive advantage, some airlines are offering better ground and in-flight entertainment systems. However, these measures are not industry norms, and may not be applicable to all airlines. Thus the airlines need to study their own customer base and find out if better offerings suit their customers’ needs and wants. Value is provided only by satisfying the needs of the customers, according to Schmitt and Simonson (1997).They stated that their book that firms can provide value by satisfying customers` experiential, aesthetic needs, in world in which consumers have their basic needs satisfied. The authors defined it as “Marketing Aesthetics” as the marketing of sensory experiences in corporate or brand output that contributes to the organization`s or the brands identity. This research evaluate the behavior of passengers on select domestic airlines, for collect the required information from passengers, using expert advisors and university professors, design a questionnaire with 21 criteria that was supposed to have an important role in selection of travelers and the passengers were asked to score the importance of each of them. These 21 criteria were prioritized based on the importance of travelers view point. In addition, this study sought to find relationships between preference criteria and different group of travelers based on their personal information and travel feature. 6th theories get tested by T, ANOVA& Homogeneity of variance for achieved to research objectives. By using this method, the criteria’s were determined significant differences in term of importance and priorities in different group of travelers. In this study, 8th major factors were identified that most influence in the selection process of travelers, which include on time flight, safety, price, convenient flight time, number of past event in each airline, responsiveness in time of delay, how to sell ticket and reservation and crew & staff behavior. Practical implication of this research offers commercial competing for airlines and introduces some field for this kind of studies in Iran.