Consumer Index Preference for Airlines After Pandemic Covid-19: Jakarta Case

Authors

  • Pantri Heriyati, Mark Loo, Dewi Tamara, Minsani Mariani,

Abstract

Purpose – This paper examines the consumer preference for travelling with airlines after the pandemic. We provide attributes for airline from check-in until boarding on the planes consist of three dimensions.

Design/methodology/approach – This study used survey as a quantitative approach. The respondents are determined to be user of airlines in the last one year, and domicile in Jakarta area. The number of respondents is 256 with clean survey and eligible to analyze. The survey about health, communication, and safety dimension use 1-5 Likert Scale from Strongly Disagree, Disagree, Neutral, Agree and Strongly Agree, respectively. We calculate the proportion of each scale and using index to rank the attributes. 

Findings – The finding suggested that attributes from dimension health, safety and social are on the top of respondent’s concern. Therefore, pandemic add to social dimension importance to customers or passenger attributes preferences. Index value rank in the middle were the mixed of attributes from all communication dimension (provide update information on pandemic and repetitive instruction on health protocol on board), attributes from health dimension (sanction both for passenger and airline for noncompliance to health protocol related to the pandemic) and one attribute from social dimension which is airline maintain its support to community during and post pandemic. The least five rank of index value were all attributes from health dimension. Those attributes included periodic passenger body temperature check on board, rapid test prior on board, personal protective gear for air crew when necessary and at the bottom rank there were portable ventilator onboard and airline ticket adjustment due to pandemic protocol.

Conclusion/Implication and Limitation- This study revealed that index value of attributes preference of customer to fly covered three dimension include the health, the communication, and the social dimension. This study also suggest that health protocol remain the most important attributes for airline, follow by, social and communication, although two attributes belong to health dimension showed to ranked lowest of consumer preference as well as importance.

Published

2020-11-01

Issue

Section

Articles