بررسی رفتار خرید مسافران نسبت به حامل های کم هزینه در جنوب شرقی آسیا   Evaluation of passengers’ buying behaviors toward low cost carriers in Southeast Asia

1. Introduction A low cost carrier (LCC) is defined as an airline that differentiates itself in the market through reduced ticket prices (Civil Aviation Authority, 2006). LCCs manage to reduce their ticket prices below competitors’ prices using different strategies such as: fuel effi- ciency, careful management of revenue, and yield management. Revenue management and yield management are strategies that use ticket pricing to achieve higher load factors and/or specific earning targets. In addition, in order to reduce operational costs typical LCCs also eliminate business or premium lounges and reduce or even eliminate staffed check-in areas (Civil Aviation Authority, 2006). The LCC business model has proven to be a strong competitor to the traditional full-service model. The LCC segment has grown significantly in Asia, where the cost gap between full-service carriers (FSCs) and LCCs ranges from 60% to 70% (substantially higher than the 36% gap in U.S. carriers, and the 40% gap in European carriers) (Smyth and Pearce, 2006). Currently, the biggest LCCs operating in Southeast Asia are AirAsia and Indonesia’s LionAir (Bland, 2014). Economic conditions in Southeast Asian developing countries such as Indonesia, Malaysia, and Thailand are considered ideal for the expansion of LCCs because of growing middle classes and a dense population in limited land transportation options (Bland, 2014). Thailand, along with the Philippines, is considered to be one of the friendliest countries for LCC operations and is projected to be a major market for LCCs (Teng and Perry, 2013). While the LCC model promises lower costs than the full-service model, LCCs may be losing this cost advantage over time as FSCs become more efficient, and LCCs come up against the limits of cost controls (KPMG, 2013). This narrowing of the gap between carriers is not likely to be reduced much further; however, the fact remains that LCCs need to be more competitive in the future in order to maintain their competitive advantages. They need to develop effective marketing strategies to attract more customers. Understanding perceptions and buying behaviors of LCC passengers will enable carriers to develop necessary strategies to improve and enhance their services and offerings to passengers.