Determining Factors of Consumers’ Airline Choice in the Taiwanese Market: Research Study for Emirates Airlines

Abstract

With the rapid advancements and the growing competition within the aviation industry it is crucial that companies build a solid foundation for their business in regions by understanding the specific culture custom and more importantly consumer behaviors The purpose of this research is to give Emirates Airline insight into the Taiwanese consumer’s decision-making process in terms of deciding an airline The company is relatively new entering the market after 2014 with so far daily flights between TPE and DXB The bases if this research is by using the Theory of Planned Behaviour (Ajzen 1991) and the Consumer Decision-making Model (Kotler 2009) as a means of gaining a degree of understanding towards the determining factors that make a consumer choose to choose or continue traveling with Emirates Airline taking into account influences of socio-cultural aspects The method of this research is using multiple regression models in ruling out the factors that have a significant influence on the decision process with the collected data from a randomized online survey In conclusion it is determined from the results that several variables have a positive influence towards the target behavior: safety reputation quality of service a stopover in Dubai A380 aircraft experience education personality and travel requirements Awareness or travel and credit card benefits on the contrary have a negative impact Some suggestions are included for the company to take into consideration for future strategic business implications

Date of Award	2019
Original language	English
Supervisor	Hsin-Hong Kang (Supervisor)