Airline Customer Experiences: A Study of Touchpoints and their Role in Shaping Purchase Intent Among Frequent Flyers on Long Haul Flights

AlKhashti, Fahad

Abstract

Purpose
The purpose of this study has been to examine the impact of airline touchpoints on customer purchase intent, particularly for frequent flyers on long-haul flights. Specifically, it aimed to assess the complexities of customer decision-making that are shaped by a range of airline interactions and ‘moments of truth’ (MoTs) that occur during the customer journey stages.

Methods
The study employed an exploratory research design, rooted in the interpretivist paradigm. It outlines a qualitative research approach, emphasising the rationale behind the methodological choices. 31 participants were selected through purposive and snowballing methods. To elicit information relating to the overall experience, touchpoint expectations, and outcomes, in-depth interviews using the sequential incident technique were conducted. This chapter also details the interview questions, criteria for participant selection, and data analysis methodologies. Moreover, ethical considerations, research limitations, and potential data collection risks are also addressed, ensuring a comprehensive and transparent research process.

Findings
The analysis has revealed five essential touchpoint elements in the customer journey: 'employee-customer interaction', 'process', 'technological', 'product interaction', and 'atmospheric’. Each touchpoint has exhibited varying degrees of impact at different stages of the journey. For example, 'technological' and 'process' touchpoints have held significant influence during the pre-purchase phase, while 'employee-customer interaction' have proven to be vital post-purchase. The study further emphasises the significance of MoTs and the peak- end theory (PET) in shaping passenger experiences. Most MoTs arise during the post-purchase phase, especially during in-flight, boarding, and check-in experiences. Further insights were also revealed that relate to employee-customer interactions as well as crisis management, among others. Furthermore, the theory of planned behaviour (TPB) has been deployed to demonstrate that these touchpoints significantly shape customer attitudes, norms, and behaviours, which are crucial in determining purchase intentions. Notably, the study uncovered diverse impacts of touchpoints on various customer segments, emphasising the need for tailored strategies in airline customer experience management.

Originality
This research has contributed to existing literature by incorporating psychology and marketing theories, such as the peak end theory, and the theory of planned behaviour, into the airline industry context. It has offered fresh perspectives on customer experience and MoTs, highlighting the interplay between psychological factors and marketing strategies in shaping purchase decisions. The study's unique contribution lies in its focus on the airline industry, providing actionable insights for enhancing customer experience and influencing purchase intent.

Keywords: Customer Experience, Touchpoint Elements, Purchase Intent, Peak-End Theory, 'Moment of Truth', Theory of Planned Behaviour.

Citation

AlKhashti, F. (2024). Airline Customer Experiences: A Study of Touchpoints and their Role in Shaping Purchase Intent Among Frequent Flyers on Long Haul Flights. (Thesis). University of Salford

• Thesis Type: Thesis
• Deposit Date: Jan 24, 2024
• Publicly Available Date: Feb 27, 2024
• Keywords: Customer Experience, Touchpoint Elements, Purchase Intent, Peak-End Theory, 'Moment of Truth', Theory of Planned Behaviour
• Award Date: Jan 26, 2024