Marketing Strategy Research Of Airline Additional Service Based On Customer Purchase Intention Model

In recent years,with the rapid development of the civil aviation industry,the competition among airlines has become increasingly fierce.In the face of the unfavorable situation of high operating costs and limited profit margins,airlines are gradually trying to develop other services with lower marginal cost.Additional services such as excess baggage,insurance,and in-flight entertainment are separated from basic displacement services,thereby reducing fares and increasing profitability.However,due to the fact that the airline’s additional service charges cannot be understood by most passengers,and is further suppressed by the overall development environment and policies of the industry,and the insufficient marketing investment of airlines,the development of additional services for airlines in China has been stagnant.Therefore,from the perspective of customers’ willingness to purchase,this paper explores the influencing factors and mechanism of customer’s additional service purchase intention,in order to provide some theoretical guidance for the marketing development of airline additional services.The article mainly carries out the empirical analysis through the structural equation model,all the research hypothesis are validated.Firstly,the customer gain perception has a significant positive impact on customer conversion cost and customer purchase intention;customer loss perception has a significant negative impact on customer conversion cost and customer purchase intention.Secondly,customer conversion cost have a significant positive impact on customer purchase intention.Thirdly,the customer gain perception and loss perception can indirectly affect the customer purchase intention through the customer conversion cost,that is,the customer conversion cost plays a certain intermediary role in the relationship between the customer perceived value and the customer purchase intention.Finally,on the basis of the research conclusions and specific practice,based on the customer purchase intention,the paper puts forward practical and feasible strategies for airlines’ additional service marketing from the aspects of product,price,place,promotion,people,physical evidence and process.