Special Report
Main pic: Valuable research will demonstrate the importance (or not) of branded products for onboard sales. Right, supporter Thomson Airways
understand their passengers and find out if passengers are willing to pay for a brand premium and become a loyal passenger. There are five clear objectives from the
research proposal that need to be achieved which include understanding the product offering, measuring passenger satisfaction and identifying passenger perception versus the relation to perceived value. The study will be structured in a way to
allow us to fully understand the history of passengers and several sub-disciplines relating to them as well as the airline, to allow us to fully understand the developments of the industry and to fully comprehend an aspect of Science behind food choice on board an aircraft. Stuart Logan has devised a conceptual framework which illustrates the inter- dependencies of four main factors (perceived value, passenger satisfaction, airline image and behavioural intentions) with four theories (which includes SERVQUAL) Exploring some of the complexity of trying
to understand human food choice on board an aircraft needs scientific research. To date, no evidence could be found of the application of any of the combined theories to have significant choice and purchase behaviour intention and it will play a vital role for airlines being able to understand human food choice, and the ways in which our understanding might be improved
in the future, changing both in the behaviour of the airline and the perception of the passenger itself. Answering this in context of the study can only be said when we appreciate what brands are and what they mean to an airline and how airlines use them today? Stuart will be carrying out his experiment
with Thomson Airways during June and July this year. He will be selecting several flights, (with the same departure point and destination) that have a BOB offering. He will change two products on board from the current offering and conduct a questionnaire/ survey for each of the flights. He will then run observations with the crew and passengers whilst simultaneously conducting expert interviews in the field. The results will allow him and the university
(along with Thomson Airways) to construct a scientific formulae to be used when trying to
“The result will allow airlines to better understand their passengers and find out if passengers are willing to pay for a brand premium and become a loyal passenger.”
understand if passenger behaviour changes the consumer’s perceptions based on ‘branded’ on board food offerings. ie: What would make a greater impact on the perception of the passenger? Investing in the food ‘brand’ offering or alternatively investing in the crew uniform? or perhaps its all in the airline image... OnBoard Hospitalty will be working closely
with Stuart in the coming months and will reveal his findings in future issues of the magazine. Watch this space!
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