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Behaviour of Chinese Travellers when Selecting Airline Services

Barukh, Mariia (2018)

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Barukh_Mariia.pdf (1.228Mt)
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Barukh, Mariia
Lahden ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018052910827
Tiivistelmä
International airline companies constantly increase the number of operations to China. In order to improve the quality of services for Chinese customers, airline managers try to understand the behaviour and needs of customers from Asian cultures. The influence of culture on consumer behaviour and purchase preferences is great. It is crucial for marketers to know about the purchase decisions of Chinese travellers, what influences their choices, and why they prefer some services to others. The aim of this thesis is to research the behaviour of Chinese airline customers and the influence of different factors on their decision-making process. The final goal is to provide international airline companies with a better understanding: the development and improvement of which services should be considered when making operations for Chinese travellers.
The thesis is conducted deductively and the quantitative approach is applied to conduct the research and analyse the behaviour of Chinese travellers. The primary data was collected with an online survey from Chinese customers. To support the primary data, secondary data was gathered from books, published articles, previous research, and internet sources.
In the theoretical part of this thesis, theories about product adaptation and consumer decision-making process are explained. Consumer behaviour and factors influencing it are presented. Chinese culture is explained with the use of Hofstede’s theory of national culture and Richard D. Lewis’ model. The basics of the global airline industry support the theoretical part.
The research results indicated that there are several factors that have the most influence on the decision-making process of Chinese travellers. One of them is price, but Chinese customers of airline companies are still ready to pay for additional services. Another crucial result of the research is that Chinese, used to digital innovations in the world, mostly choose online and digital services before and during the flight. These and other results of the research may help international airline companies when developing operations to China and improving services for Chinese passengers.
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