Marketing Strategies of Star Alliance: An In-Depth Analysis of Asian Based Airline Member


นายชัยพจน์ ลีอนันต์, ผศ.ดร.วรรักษ์ สุเฌอ


IC17Dubai Conference


Nowadays airline marketing strategies are very vital in influencing purchase
intention. In Asia, strategic airline alliance has been employed to increase
competitiveness particularly Asia-based airlines. As a result, the objectives of this
research are 1.) To examine the effectiveness of the airline marketing strategies
practiced by Asia-based Star Alliance airline members, 2.) To identify the airline
marketing strategy factors influencing purchasing intention of Star Alliance airline
members, 3.) To examine the airline service operational effectiveness influencing
purchasing intention of Star Alliance airline members. To reach the aforementioned
research objectives, the quantitative research method is employed by 400 sets of
questionnaire survey. The population of this research is the passengers who fly Asiabased Star Alliance airline members based at Suvanabhumi airport, Thailand. Purposive
sampling is employed for sampled population. Both descriptive and inferential statistics
(Multiple regression) are used for data analysis. The research results are firstly. The
levels of opinion ‘somewhat agreed’ towards airline marketing strategies are Product
Distribution Strategy, Product Differentiation Strategy. Pricing Strategy, Customer
Retention Strategy, and Quick Response Strategy, respectively. Meanwhile, the ‘neither
agreed nor disagreed’ is Strategic Alliance Strategy. Secondly, there are 3 marketing
strategies statistically influencing purchase intention; Strategic Alliance Strategy, Quick
Response Strategy and Product Differentiation Strategy. Lastly, the level of airline
operational effectiveness is above average at 3.52 out of 5.

Marketing Strategies of Star Alliance : . Rada Al Murdaj Downtown Dubai Hotel, International Conference on Tourism, Hospitality & Sustainable Development (0-0).