An airline's management strategies in a competitive air transport market

Over the last decade, the demand for domestic and international flights in Korea has increased substantially. To meet the strong flight demands, several low cost carriers have begun to offer flight services. In addition, full service carriers have been motivated to establish their own subsidiary low cost carriers to maintain their market share against rival low cost carriers. This paper studies the management strategies of three kinds of airlines - full service carrier, its subsidiary low cost carrier and rival low cost carrier - based on game theory in the competitive air transport market. Each airline is assumed to act as a player and chooses strategies regarding airfare, flight frequency, and the number of operating aircrafts for specific routes while maximizing its own profits. Demand leakages between the airlines are considered in the flight demand function according to the selected strategies of all airlines. Through various game situations reflecting realistic features, this study provides managerial insights that can be applied in the competitive air transport market.     

Network competition and the difference in operating cost: Model analysis

In this paper, we propose a bi-level air transport market model which can handle the shape of network, airfare and service frequency as airline’s control variables and passenger’s behavior. We apply the model to the simple duopolistic market and observe how airlines change their network shape. We assume two types of airlines, the incumbent and the entrant, having different operating cost and conduct numerical computation. From the results, we discuss the features of network equilibrium considering difference in operating cost and confirm that inviting low cost carriers contributes to improving social welfare.     

Effects of internal resources on airline competitiveness

This article examines the performances of 114 major international airlines between 1987 and 2010 using the resource-based theory. Results show that intangible resource is the most important resource among the human, physical and intangible resources at the aggregate industry level. In addition, successful airlines need to be able to provide an adequate level of service at relatively low cost. Nonetheless, some airlines enjoy higher profits than the others due to the country-specific differences arising from the bilateral open skies agreement between countries, the geographical location of the airline hub etc. There are also evidences suggesting an increasing consumer acceptance of new airlines, which connote that established airlines cannot be complacent. Following the emergence of budget airlines that provide point-to-point service to short distance destinations, full legacy carriers could differentiate themselves by offering direct connections on long-distant flights.     

Competitive effects of the airlines-within-airlines strategy – Pricing and route entry patterns

This paper investigates the effects of the airlines-within-airlines strategy adopted by Qantas airline group, which simultaneously runs a full-service airline (Qantas Airways) and a low-cost carrier (Jetstar Airways). Our empirical investigation of airline pricing and route entry patterns in the Australian domestic market suggests that Jetstar has been used as a fighting brand against rival low cost carriers. Such a strategy increases group airlines’ prices at the expenses of rival airlines. There is preliminary evidence that pricing benefits to Qantas Group come from increased market power as well as service quality improvements.     

Internationalization strategies of EU and Asia–Pacific low fare airlines

We employ Dunning’s eclectic paradigm (OLI) to shed light onto low fare airlines’ internationalization strategies. In addition to 31 European low fare airlines, we also analyze the internationalization strategies of 41 low cost carriers in the Asia–Pacific region. The results indicate that homogenous groups of such airlines emerge with regard to their internationalization strategies and that capital and ownership structure as well as relative timing is especially closely related to low fare airline’s entry modal choice. We discuss inferences for the use of the OLI paradigm in further studies of airline internationalization.     

The impact of airport fees on fares for the leisure air travel market: The case of Spain

Panel data is used to determine the incidence of airport fees on fares in the Spanish leisure market airlines. We also study its structure through an empirical specification of a pricing and demand equation system. The results show the existence of market power, strategic behavior and density economics. We also demonstrate that airlines pass all the airport fees onto customers by increasing fares. Furthermore, we find that the behavior of airlines in routes with the presence of low cost carriers do not differ from other routes.     

Are low-cost carrier passengers less likely to complain about service quality?

Complaints made by airline passengers to the U.S. Department of Transportation (DOT) are often used in academic research and in the media as a proxy for the quality of commercial air service in the United States. In this paper, we test whether passengers of network carriers are more likely to make a complaint to the DOT about service quality failures than passengers of low-cost carriers. Through a fixed-effects regression, we find that passengers of low-cost carriers like Southwest Airlines are less likely to complain about service quality than passengers of network carriers like United Airlines, given the same levels of service quality and controlling for yearly fixed effects. This behavior could be explained by price-based expectations of service quality, lack of information about how to complain to the DOT, or qualitative differences in front-line customer service between airlines.     

Network industries in collision: aviation infrastructure capacity,financing and the exposure to traffic declines

This paper discusses how various aviation infrastructure service providers have dealt with the fall off in airline traffic following the terrorist attacks in the US on September 11th. It shows that these organizations have relatively high fixed costs and low incremental costs for providing services. As such, small changes in traffic have large impacts on revenue because revenues are generally proportional to activity. However, because of the high component of common and fixed costs, airport and ATS provider costs do not change in proportion to activity. When traffic declines, revenue shortfalls can arise because most airport and ATC systems operate on a simple cost recovery basis. The responses to the events of September 11th have also caused substantial increases in security costs. To the extent these costs are passed forward to system users, they will increase the price of travel and impact patronage further. Airlines also have substantial fixed capacity costs. The declines in traffic are often felt as an erosion of yields and fares as carriers seek to maintain traffic loads for the capacity they are going to operate. In general, the ability to pass along cost increases from providers to airlines or from airlines to passengers depends on relative supply and demand elasticities. Because infrastructure provision is often a monopoly, and the demand for airline services is price elastic, we suggest that most of the cost increases will be borne by the airlines. We also suggest that short-haul flights will be most severely impacted because the fees and taxes are a larger proportion of the fare for these flights. We also examine the extent to which additional infrastructure costs imposed on operators may exacerbate the downturn in their traffic.     

EU network carriers,low cost carriers and consumer behaviour: A Delphi study of future trends

This paper uses a Delphi panel of 26 air transport experts to forecast the structure of air transport in the EU in 2015 in respect of network carriers, low cost airlines and passenger behaviour. Secondary research was used to construct a number of scenarios about the future structure and strategy of EU network and low cost airlines and also traveller behaviour. Consensus of opinions was sought amongst the panel in a two-round process. The consensus opinion of the Delphi experts was that; network carrier consolidation will reduce EU players to less than five, there will be only two or three large low cost carriers, Business Class products will disappear on short hauls, and leisure travellers will take an increasing number of multiple short-duration holidays.     

Exploring characteristics of passengers using traditional and low-cost airlines: A case study of Belgrade Airport

Low cost carriers entered the Serbian air travel market after Serbia joined the European Common Aviation Area (ECAA) in 2006, prompting the development of healthy competition among airlines and resulting in significant traffic increase at Belgrade Airport. The aim of this paper is to examine the characteristics of passengers traveling on low-cost carriers (LCC) in comparison with those traveling on traditional airlines by using cluster analysis, and to provide practical implications to airport management in tailoring their strategies to meet growing demand. A comprehensive passenger survey was recently conducted at Belgrade Airport on the routes where competition between traditional and LCC carrier exists. The results reveal that emigrants, primarily encouraged by favorable fares, constitute a substantial portion of LCC passengers. Affordable service offered by LCC has also been a positive stimulus for emigrants, who purchase tickets for their friends and relatives to visit them in their host countries. On the other hand, passengers using traditional airlines could be generally classified into two segments, those who fly on business and those who fly for leisure purposes, and each had specific needs when choosing their airline.     

Booking and flying with low‐cost airlines

The first part of the paper develops a theoretical framework for the analysis of strategic behaviour of European low‐cost airlines that emphasises the role of product differentiation. The second part uses original survey data to assess the effectiveness of low‐cost airlines' distribution strategies. Finally, an econometric model is developed to assess the joint impact of the factors affecting the level of the fares charged by low‐cost airlines. The evidence suggests that, among other things, the highest prices normally are paid for tickets bought between 30 and 8 days before departure, and thus indicates an original pricing strategy that differentiates low‐cost airlines from traditional carriers. Copyright © 2002 John Wiley & Sons, Ltd.     

Judging a book by it's cover: the relationship between service and safety quality in US national and regional airlines

The general public perception is that service quality among US airlines has declined significantly since deregulation, however, there is continuing debate among experts on the effect of deregulation on safety quality. Unlike safety quality, service quality is more visible to the traveling public. It is not clear, however, whether service quality is a good indicator of safety quality. We addressed this issue by examining the service and safety quality of 20 US regional carriers for 1991–1997. Service and safety rates were calculated for each carrier. Then carriers were ranked on service and safety quality. Spearman's rho correlations were calculated on these lists. The results indicate that for four of these seven years the Spearman's rho was significant indicating that service quality is an excellent indicator of overall safety quality among US national and regional carriers.     

Have the frills really left the European airline industry?

The emergence of low‐cost scheduled carriers in European aviation has attracted attention from business and leisure travellers as well as from established carriers. This paper examines low‐cost carriers in terms of their operating features and considers implications for European transport markets. Relevant aspects of the operating environment of European airlines are examined. An analysis of the USA situation in relation to low‐cost carriers is also provided. It is suggested that further research into the development of budget air travel in Europe needs to be undertaken. Copyright © 2000 John Wiley & Sons, Ltd.     

Testing prospect theory in airline demand

The article tests for the existence of reference dependence, loss aversion and diminishing sensitivity in airline demand, in the context of price responsiveness amongst low cost, regular and charter airlines. We incorporate the reference-dependent model into a mixed model to control for heterogeneity. The application finds considerable differences between reference and actual prices in decision-making, confirming that reference dependence exists. People react more strongly to price increases than to decreases relative to their reference price supporting the loss aversion phenomenon and that there is diminishing sensitivity for losses only.     

What drives passenger loyalty to traditional and low-cost airlines? A formative partial least squares approach

Based on a case study involving passengers from Lufthansa, Croatia Airlines and Germanwings, we examine the determinants of passenger loyalty among users of traditional full-service airlines and of low-cost carriers. In particular, using formative modeling the study analyzes the effects of service quality and price on carrier choice and loyalty.     

The European airline industry. A banker''s view

For those institutions which finance the aerospace industries, it is useful to estimate what the consequences will be of the present liberalisation process which has beset the European airline industry. Consequently ABN AMRO Bank is in the process of developing a model which analyses those factors which are crucial to the survival of an airline. These so called critical success factors appeared to be: financial strength, cost structure, domestic market, size of operations, internationalisation and political support. When we applied these factors to the European airline industry, we found that only a limited number of airlines stand a fair chance of surviving the anticipated restructuring process as an independent carrier. Several carriers will either have to merge with stronger partners or they face bankruptcy. Based on the critical success factors, the larger northern carriers enjoy the strongest positions. From amongst the southern airlines, those with a large domestic market and strong political support have a chance to survive, provided they will be able to adjust their cost structure in time.     

A modified VIKOR multiple-criteria decision method for improving domestic airlines service quality

This study applies a modified VIKOR method to improve service quality among domestic airlines in Taiwan. Our model allows decision-makers to understand the gaps between alternatives and aspired-levels in practice. A large sample is used to establish a complete service quality evaluation framework for reducing the gaps to achieve the aspired-level. We then applied the modified VIKOR method to establish the gaps in priorities between alternatives and aspired-levels. Finally, based on these gaps in priorities, we provide managerial implications to improve different carriers for satisfying the customers’ needs to achieve the aspired-level.     

An analytic hierarchy process for ranking operating costs of low cost and full service airlines

This paper develops an application of the analytic hierarchy process to rank the operating cost components of full service and low cost airlines. It takes into account the financial balance sheets and answers to a questionnaire submitted to the managers of selected airlines. The results suggest that the analytic hierarchy process can be appropriately used to obtain the ranking of the costs taking into account different views: financial, management and operative. Rental, office equipment and other supplies costs show the highest importance in the cost ranking, both for full services and low cost airlines. The robustness of the results is tested by Monte Carlo analysis.     

Mergers and acquisitions in the EU low cost carrier market. A Product and Organisation Architecture (POA) approach to identify potential merger partners

As the EU low cost airline sector matures, consolidation is expected. This paper details a three-stage methodology to examine LCCs mergers and acquisition activity. A series of depth interviews with aviation experts concludes that the motives for LCCs to enter mergers and acquisitions are largely similar to those of full service carriers. A key success factor for merging partners is to have similar business models and culture. An analysis of full service and low cost carrier mergers and acquisition activity events shows that the size ratio and degree of network overlap between merging airlines are also independent of airline type. Braxton and BCG analyses of EU LCCs show Ryanair and easyJet to be the only LCCs in the market with strong strategic positions across the markets they serve. Finally, an application of the Product and Organisation Architecture analytical approach was used to compare seven EU LCCs. easyJet and Vueling were found to have the most similar business models and were therefore considered the best strategic fit for a potential merger.     

Airline new route selection using compromise programming - The case of Taiwan-Europe

The decision to launch a new route has a huge effect on the outcomes of airlines in the market. In order to find potential destinations for airlines, this paper utilizes a compromise programming method for selecting direct flight routes. The selection framework comprises two objective functions, with one maximizing total revenue and the other minimizing total cost. A case studying Taiwan-European region destinations is interpreted in the analysis. The results indicate that four potential routes, including Madrid, Milan, Munich and Zurich should be added to the airlines’ service destinations. Therefore, this research suggested that the airport authority could apply incentives scheme to attract carriers to open new routes and add flight frequencies to strengthen its competitiveness.