Title page for ETD etd-04082010-115602

Document Type Master's Dissertation
Author Hlekane, Khanyisa
URN etd-04082010-115602
Document Title Willingness to pay for airline services and product attributes in South Africa
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Mr r Machado
  • airline services
Date 2010-04-03
Availability unrestricted

The primary objective of this research was to understand airline services and product attributes that customers value and to estimate their willingness to pay for these attributes. The research also aimed to understand the consumer decision making and buying process particularly with reference to rules used in the buying process. Would the ranking of a service or product attribute influence customers’ willingness to pay for that attribute? The research was based in South Africa.

This research used a structured survey design, asking customers to rank their preferred product attributes and went on to enquire about their willingness to pay for those attributes.

The main findings regarding the preferred attributes mirrored those that were uncovered in the literature review. For business travellers, Frequency, Comfort and Business Lounge were found to be predictors of willingness to pay. Only the Business Lounge was found to be a predictor of willingness to pay for non-business travellers.

Willingness to pay responses from the two groups were similar; however the results showed that non-business travellers were significantly more willing to pay for Flight Frequency while business travellers were significantly more willing to pay for access to the Business Lounge.

With regards to the use of decision making rules, there did not seem to be any clarity on the use of any decision rules for business and non-business travellers.

© 2009 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.

Please cite as follows:

Hlekane, K 2009, Willingness to pay for airline services and product attributes in South Africa, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-04082010-115602/ >


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