ارائه مدل بومی بازاریابی کم هزینه در صنعت هواپیمایی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، واحد بین‌المللی کیش، دانشگاه آزاد اسلامی، جزیره کیش، ایران

2 گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران

3 گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد خنج، فارس، ایران

چکیده

این پژوهش به منظور ارائه مدل بازاریابی بومی کم هزینه در صنعت هواپیمایی ایران انجام شده است. بر این اساس پژوهش حاضر از نظر هدف کاربردی و بر اساس روش مقطعی می­باشد؛ و به لحاظ اطلاعات، جز مطالعات آمیخته محسوب می­شود. همچنین از نظر فلسفه پژوهشی از نوع تحقیقات استقرایی است. در بخش نخست پژوهش که از نوع اکتشافی می‌باشد جامعه آماری شامل 11 نفر از خبرگان و صاحب نظران در صنعت هواپیمایی کشور هستند که به روش گلوله برفی انتخاب شدند. پس از تجزیه و تحلیل داده های حاصل از مصاحبه به روش تحلیل محتوی، نه مولفه اصلی قیمت، کیفیت خدمات، شهرت هواپیمایی، ایمنی هواپیمایی، در دسترس بودن مسیر و راحتی، برنامه‌های مکرر تشویقی، پرسنل پرواز، تصویر برند و ویژگی های مربوط به سفر شناسایی شدند. سپس جهت الویت بندی و سنجش اعتبار الگو، در بخش دوم، پرسشنامه ای طراحی و در بین 384 نفر از تمامی مسافران و گردشگران در فرودگاه تهران بصورت تصادفی توزیع و سپس جمع آوری شد. تجزیه و تحلیل داده­ها جهت رتبه بندی عوامل نشان داد که شهرت شرکت هواپیمایی، کیفیت خدمات،  قیمت به همراه تصویر برند در رتبه های اول تا سوم قرار دارند و علاوه بر این، ایمنی خطوط هوایی، پرسنل پرواز، در دسترس بودن مسیر و آسایش و راحتی، برنامه‌های مکرر تشویقی و ویژگی مربوطه به سفر به ترتیب در رتبه های پایین تری قرار گرفتند. نتایج این تحقیق راهنمایی‌های مفیدی را برای توسعه شرکت‌های هواپیمایی کم هزینه ارائه می‌دهد.

کلیدواژه‌ها

عنوان مقاله [English]

Providing a Native Model for Low Cost Marketing in the Iranian Aviation Industry

نویسندگان [English]

  • Nazanin sadat Fatehi 1
  • Alireza Rousta 2
  • Dariush Jamshidi 3
1 Department of Management, Kish International Branch, Islamic Azad University, Kish Island, Iran
2 Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Shahr-e-Qods, Iran
3 Department of Business Management, Faculty of Management, Islamic Azad University, Khanj Branch, Fars, Iran
چکیده [English]

This study was conducted for providing a native model for low cost marketing in the Iranian aviation industry. Accordingly, the present study was applied in terms of objective and cross-sectional based on method. In addition, it was considered quantitative and qualitative in terms of information. Furthermore, this study was inductive in terms of philosophy. In the first part of the study, which was of exploratory type, the statistical population included 11 experts in the Iranian aviation industry being selected by snowball method. After analyzing the data obtained from the interview by content analysis, 9 main components such as price, service quality, airline reputation, airline safety, route availability and convenience, frequent incentive programs, flight personnel, brand image and travel related features were identified. In order to prioritize and measure the model validity, a questionnaire was designed in the second part and randomly distributed among 384 passengers at Tehran Airport and then were collected. Data analysis for ranking the factors indicated that airline reputation, service quality, and price and brand image are in the first to third ranks. In addition, airline safety, flight crew, route availability and comfort, and Convenience, frequent incentive programs and travel-related features were ranked lower, respectively. The results of this study provided useful guidance for developing low cost airlines.

کلیدواژه‌ها [English]

  • Marketing Model
  • Low cost Carriers
  • Low cost marketing

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  • تاریخ دریافت: 16 تیر 1400
  • تاریخ بازنگری: 10 آبان 1400
  • تاریخ پذیرش: 22 آبان 1400

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