Sky High Consumer Influences
Sky High Consumer Influences
David Bell
University of Phoenix
27Oct, 2011
PSY 322
In the United States, consumerism is the driving force behind capitalism. Generally when thinking about consumerism, products come to mind first rather than services, however sometimes it is the services that are the most scrutinized, thought over, and consciously decided on by consumers. Services can often have a more prominent impact on people’s lives than a simple product, because services generally perform an important act to the customer. One such service that is highly debated, scrutinized, even complained about, yet vitally important is airline travel. This study will examine several elements that surround airline customers, and the influences that persuade their business.
Is there a fee for the seatbelt too? As the overhead cost for airlines has become higher over the last decade with rising fuel costs and fees, the cost is obviously transferred to the customer, just as with any other form of business. For example, in restaurants, the rising costs have lead to higher prices on the menu. In general, inflation has rapidly increased in most every industry, passing the cost to the consumer. However, airline travel is one service that is highly targeted as being unfair and unbalanced in our world of hard economic times. Many customers feel that the airlines have raised prices and kept fees in place even while fuel prices have lowered some. Beyond fuel prices, a few general complaints among airline travelers is the tight seating, lack of onboard services, constant delays, and lost bags. So with all of these concerns, it is a very difficult task for many airlines to influence business through traditional marketing like television commercials. What is becoming more popular in the airlines as a way of marketing is integrated marketing communications with their frequent flyers, as they are the majority of the profitable customers for the airlines. These approaches
David Bell
University of Phoenix
27Oct, 2011
PSY 322
In the United States, consumerism is the driving force behind capitalism. Generally when thinking about consumerism, products come to mind first rather than services, however sometimes it is the services that are the most scrutinized, thought over, and consciously decided on by consumers. Services can often have a more prominent impact on people’s lives than a simple product, because services generally perform an important act to the customer. One such service that is highly debated, scrutinized, even complained about, yet vitally important is airline travel. This study will examine several elements that surround airline customers, and the influences that persuade their business.
Is there a fee for the seatbelt too? As the overhead cost for airlines has become higher over the last decade with rising fuel costs and fees, the cost is obviously transferred to the customer, just as with any other form of business. For example, in restaurants, the rising costs have lead to higher prices on the menu. In general, inflation has rapidly increased in most every industry, passing the cost to the consumer. However, airline travel is one service that is highly targeted as being unfair and unbalanced in our world of hard economic times. Many customers feel that the airlines have raised prices and kept fees in place even while fuel prices have lowered some. Beyond fuel prices, a few general complaints among airline travelers is the tight seating, lack of onboard services, constant delays, and lost bags. So with all of these concerns, it is a very difficult task for many airlines to influence business through traditional marketing like television commercials. What is becoming more popular in the airlines as a way of marketing is integrated marketing communications with their frequent flyers, as they are the majority of the profitable customers for the airlines. These approaches