دانلود رایگان مقاله پیوند استراتژی بازاریابی برای خطوط هوایی کم هزینه

abstract

Drawing on an integrated framework of marketing strategy, this study develops and tests a novel perspective for low-cost airline tourists that explicates the critical attributes of service quality through which Corporate Reputation (CR) and Word of Mouth (WOM) are associated with purchase intention. The study also examines the buffering role of empathy in tourists' purchase decision making processes. In a sample of 535 international and domestic tourists, this study found service quality to be related to increased purchase intention by boosting tourists' positive evaluations for airlines' corporate reputations and word of mouth received from other tourists. Additionally, the results demonstrated a positive correlation quality of service and WOM, depending on tourists' levels of empathy. Specifically, they suggested that WOM was positively related to purchase intention when high levels of empathy from tourists were perceived for the low-cost airline.

5. Discussion

The findings of this research make several distinct contributions to the tourism and marketing literature. First, our overall contribution is that we have built and tested a conceptual model that uniquely integrates marketing strategy and applies to different fields of tourism management and low-cost airline operation. Although a number of management studies have investigated relationships between marketing strategy (e.g., perceived activities, value equity, relationship equity, brand equity and customer equity) and purchase intention (e.g., Kim and Ko, 2012), studies considering WOM, corporate reputation and empathy have been surprisingly absent from the literature. Yet, as this study addressed uniquely and modeled, there are strong theoretical reasons to expect that a different marketing strategy helps influence fundamental attributes underlying sequence behavior, a contention that this study has supported and tested empirically. Further, the results support suggestions by marketing scholars that strategy marketing may be effective in predicting tourist consumption behavior.