Thesis VALIDACIÓN DE LA PERCEPCIÓN DEL PRECIO EN EL TRANSPORTE AÉREO DE PASAJEROS
Loading...
Date
2020-10
Journal Title
Journal ISSN
Volume Title
Program
INGENIERÍA EN AVIACIÓN COMERCIAL
Campus
Campus Vitacura, Santiago
Abstract
Se inicia este estudio de la premisa que los precios son lo más importante para las personas a la hora de decidir si utilizar el transporte aéreo, y a medida que se avanza se observa indicios de esto, por ejemplo la aparición de aerolíneas low cost que sugieren que existe un mercado interesado exclusivamente en obtener pasajes a un menor precio, aumento de la cantidad de pasajeros que han ingresado al mercado debido a que tienen los medios para costear un boleto, la utilización de softwares por parte de las aerolíneas para poder predecir los comportamientos de los pasajeros y así poder ofrecer un precio adecuado para ambas partes. El problema comienza cuando los consumidores no perciben la baja en los precios debido a que la publicidad no es clara o a una percepción errada del cambio del valor del dinero en el tiempo que hace parecer que se está pagando lo mismo que años atrás. Además, al generarse este problema existe la posibilidad de que afecte en la imagen de la aerolínea y en la percepción de la calidad del servicio.
Tomando como año de inicio del estudio el 2019, las rutas con mayor cantidad de pasajeros transportados, considerando total de pasajeros según las estadísticas de la Junta Aeronáutica Civil y contemplando como punto de inicio la ciudad de Santiago, las dos rutas con mayores cantidades de pasajeros a diciembre del 2019 (ver gráfico resumen ejecutivo), son Calama con 1.015.779 pasajeros y Antofagasta con 900.988 pasajeros para las rutas nacionales, Lima con 887.597 pasajeros y Buenos Aires con 821.230 pasajeros para las rutas a Latinoamérica (internacionales de corto alcance), Miami con 234.749 pasajeros y Nueva York con 89.826 pasajeros para las rutas a Estados Unidos, Madrid con 249.945 pasajeros y París con 122.936 pasajeros para las rutas a Europa (internacionales de largo alcance).
Para las rutas anteriormente mencionadas se obtienen los precios desde el año 2004 hasta el 2019/2020, poniéndose énfasis en el 2017, 2015 y 2010. Se observa que en todos los años y todas las rutas existe una disminución en el precio considerando precios actualizados con el valor del IPC y además con las conversiones de moneda correspondientes. El único periodo que no presenta este comportamiento es el año 2017 y las rutas de Lima y Buenos Aires donde se observó un incremento aproximado de $4.000 y $8.000 respectivamente, justificado por ser precios de oferta que lanzó JetSmart cuando ingresó al mercado.
En cuanto a la satisfacción de los pasajeros con las aerolíneas, medida a través de una encuesta del tipo SERVPERF, se observa que existe un porcentaje mayor al 50% de respuestas que indican satisfacción con la mayoría de estas, destacándose que hay ciertos segmentos más conformes que otros, por ejemplo, los adultos mayores, pensionados y jubilados, personas que viajan en destinos internacionales, los que realizan viajes por imprevistos y los que viajan desde AMB. Además, los ítems con los que están más satisfechos son confianza, tangibles y empatía, al contrario, con los que se estaban menos satisfechos son fiabilidad y capacidad de respuestas.
Además, la encuesta demuestra que efectivamente el 63% de las personas considera como el punto más importante a la hora de tomar la decisión de con qué aerolínea volar es la tarifa, además el 41,4% no prefería ninguna aerolínea, sino que el precio que ofrecían estas. De esta manera se cumple la premisa de que los precios son lo más importante a la hora de volar y efectivamente tendrán un efecto en la satisfacción de los clientes con las aerolíneas. Al continuar con la encuesta se observa que a pesar de que existe un mayor porcentaje de personas que sí están de acuerdo con que los precios que publicitan las aerolíneas coinciden con el precio final del proceso de compra (34,6%), aún existe un gran porcentaje que considera que en algunas sí y en otras no (39,5%), además se existir casi un 26% que considera que en la mayoría de las aerolíneas el precio es más alto. Se recurre a una de las preguntas del ítem de fiabilidad y se observa que existe un gran porcentaje de respuestas de acuerdo y neutrales (33% y 34% respectivamente), de lo que se obtiene que aproximadamente un tercio de las personas no considera justo el precio pagado.
Finalmente se observa que el precio es una variable fundamental que consideran los clientes a la hora de tomar la decisión de utilizar el transporte aéreo y que afecta como un factor más en la satisfacción del cliente, debido a que, al comparar el porcentaje de satisfacción en cuanto a precios y satisfacción con los servicios ofrecidos por las aerolíneas, la última es mayor que la anterior.
This study begins with the premise that prices are the most important thing for people when deciding whether to use air transport, and as the study progresses there are signs that confirms this theory, for example the appearance of low cost airlines that suggest that there is a market exclusively interested in obtaining tickets at a lower price, an increase in the number of passengers who have entered the market because they have the means to pay for a ticket, the use of software by the airlines to be able to predict the behavior of passengers and thus be able to offer an adequate price for both parties. The problem begins when consumers don’t perceive the drop in prices due to the fact that the advertising isn’t clear or to a wrong perception of the change in the value of money over time that makes it seem that they are paying the same as years ago. In addition, when this problem is generated, there is the possibility that it affects the image of the airline and the perception of the quality of the service. Taking 2019 as the start year of the study, the routes with the highest number of passengers transported, considering total passengers by city pairs according to the statistics of the Civil Aeronautical Board and considering the city of Santiago as a starting point, the two routes with the highest number of passengers, as of December 2019 (see executive summary graph), are Calama with 1,015,779 passengers and Antofagasta with 900,988 passengers for domestic routes, Lima with 887,597 passengers and Buenos Aires with 821,230 passengers for routes to Latin America (short-haul international), Miami with 234,749 passengers and New York with 89,826 passengers for routes to North America, Madrid with 249,945 passengers and París with 122,936 passengers for routes to Europe (long-haul international). For the previously mentioned routes, prices are obtained from 2004 to 2019/2020, with emphasis on 2017, 2015 and 2010. It is observed that in all years and all routes there is a decrease in price considering prices updated with the value of the IPC (consumer price index) and also with the corresponding currency conversions. The only period that does not display this behavior is the year 2017 and the routes of Lima and Buenos Aires where an approximate increase of $ 4,000 and $ 8,000 respectively was observed, justified by being offer prices that JetSmart released when it entered the market. Regarding passenger satisfaction with the airlines, measured through a SERVPERF-type survey, it is observed that there is a percentage greater than 50% of responses that indicate satisfaction with most of them, highlighting that there are certain more compliant segments than others, for example, the elderly, pensioners and retirees, people who travel to international destinations, those who make unforeseen trips and those who travel from AMB. In addition, the items with which they are most satisfied are “trust”, “tangible” and “empathy”, on the contrary, with which they were least satisfied are “reliability” and “responsiveness”. In addition, the survey shows that indeed 63% of people consider that the most important point when making the decision of which airline to fly with, is the fare, in addition 41.4% did not prefer any airline, but rather the price offered by these. In this way, the premise is fulfilled that prices are the most important thing when flying and will effectively have an effect on customer satisfaction with airlines. Continuing with the survey, it is observed that although there is a higher percentage of people who agree that the prices advertised by the airlines coincide with the final price of the purchase process (34.6%), there is still a large percentage that considers that in some airlines it coincides and in others not (39.5%), in addition there are almost 26% who consider that in most airlines the price is higher. One of the questions of the reliability item is used and it is observed that there is a large percentage of responses in agreement and neutral (33% and 34% respectively), from which it is obtained that approximately one third of the people do not consider that the price paid is fair. Finally, it is observed that price is a fundamental variable that customers consider when making the decision to use air transport and that it affects customer satisfaction, because, when comparing the percentage of price’s satisfaction and the services offered by the airlines satisfaction, the latter is greater than the former.
This study begins with the premise that prices are the most important thing for people when deciding whether to use air transport, and as the study progresses there are signs that confirms this theory, for example the appearance of low cost airlines that suggest that there is a market exclusively interested in obtaining tickets at a lower price, an increase in the number of passengers who have entered the market because they have the means to pay for a ticket, the use of software by the airlines to be able to predict the behavior of passengers and thus be able to offer an adequate price for both parties. The problem begins when consumers don’t perceive the drop in prices due to the fact that the advertising isn’t clear or to a wrong perception of the change in the value of money over time that makes it seem that they are paying the same as years ago. In addition, when this problem is generated, there is the possibility that it affects the image of the airline and the perception of the quality of the service. Taking 2019 as the start year of the study, the routes with the highest number of passengers transported, considering total passengers by city pairs according to the statistics of the Civil Aeronautical Board and considering the city of Santiago as a starting point, the two routes with the highest number of passengers, as of December 2019 (see executive summary graph), are Calama with 1,015,779 passengers and Antofagasta with 900,988 passengers for domestic routes, Lima with 887,597 passengers and Buenos Aires with 821,230 passengers for routes to Latin America (short-haul international), Miami with 234,749 passengers and New York with 89,826 passengers for routes to North America, Madrid with 249,945 passengers and París with 122,936 passengers for routes to Europe (long-haul international). For the previously mentioned routes, prices are obtained from 2004 to 2019/2020, with emphasis on 2017, 2015 and 2010. It is observed that in all years and all routes there is a decrease in price considering prices updated with the value of the IPC (consumer price index) and also with the corresponding currency conversions. The only period that does not display this behavior is the year 2017 and the routes of Lima and Buenos Aires where an approximate increase of $ 4,000 and $ 8,000 respectively was observed, justified by being offer prices that JetSmart released when it entered the market. Regarding passenger satisfaction with the airlines, measured through a SERVPERF-type survey, it is observed that there is a percentage greater than 50% of responses that indicate satisfaction with most of them, highlighting that there are certain more compliant segments than others, for example, the elderly, pensioners and retirees, people who travel to international destinations, those who make unforeseen trips and those who travel from AMB. In addition, the items with which they are most satisfied are “trust”, “tangible” and “empathy”, on the contrary, with which they were least satisfied are “reliability” and “responsiveness”. In addition, the survey shows that indeed 63% of people consider that the most important point when making the decision of which airline to fly with, is the fare, in addition 41.4% did not prefer any airline, but rather the price offered by these. In this way, the premise is fulfilled that prices are the most important thing when flying and will effectively have an effect on customer satisfaction with airlines. Continuing with the survey, it is observed that although there is a higher percentage of people who agree that the prices advertised by the airlines coincide with the final price of the purchase process (34.6%), there is still a large percentage that considers that in some airlines it coincides and in others not (39.5%), in addition there are almost 26% who consider that in most airlines the price is higher. One of the questions of the reliability item is used and it is observed that there is a large percentage of responses in agreement and neutral (33% and 34% respectively), from which it is obtained that approximately one third of the people do not consider that the price paid is fair. Finally, it is observed that price is a fundamental variable that customers consider when making the decision to use air transport and that it affects customer satisfaction, because, when comparing the percentage of price’s satisfaction and the services offered by the airlines satisfaction, the latter is greater than the former.
Description
Keywords
BAJO COSTO, PRECIOS, CALIDAD DEL SERVICIO, SATISFACCIÓN DEL CONSUMIDOR
