Análisis de la relación calidad-precio y su incidencia en la decisión de compra de pasajes de aerolíneas tradicionales vs aerolíneas de bajo costo. Caso : ruta Guayaquil – Fort Lauderdale.

Abstract

This research studies passenger’s perception about the value for money of traditional or low-cost airlines and how it affects the purchase of air tickets on the Guayaquil - Fort Lauderdale route. For the development of this study, a literature investigation was carried out, in which the main factors that the consumer considers to make his purchase decision are shown. It also explains the current situation of the aeronautical environment and the real digital status of the country, which shows that TripAdvisor has achieved an important acceptance in the consumption of airlines due to its new flight opinions section introduced in 2014. The methodology used for this research is qualitative. A database of comments from Tripadvisor’s users was prepared, in which we can estimate the probability of acceptance of the two airlines involved in this study. Two focus groups and expert surveys were made: airline managers and travel agents, to conclude that the price is an influential factor in the purchase decision for air tickets. In addition the consumer’s perception about quality is directly associated with the price of the ticket, it means that the higher the price is the higher consumer’s expectations will be about quality service. On the other hand the lower the price is the lower consumer’s expectations will be. The main results of this research are shown through a scientific article proposal.