Relationshio between consumer branding and choice for airlines

Relationship Between Consumer Branding and the Choice for Airliners
(A Case Study of Effectiveness of Branding in Air China)
Student's Name
Course Code and Name
Professor’s Name
Institution’s Name
City, State
Date of submission

Declarations
Declaration by the Student
I declare that this work is original since I compiled it after conducting research on Air China
Company through the analysis of data obtained from the questionnaires.
Student’s Full Name
Registration Number
(Student)
Signature……………………………….. Date………………………………………
Supervisor’s Declaration
This project was done and handed to me as the university supervisor in an original version by the
student signed above.
Name of the Supervisor
(University Supervisor)
Signatures……………………………….. Dates……………………………………….
i

Dedication
I have the requisite opportunity to dedicate this research my family and friends for their
continued support and understanding that I have been receiving pursuing this course. May they
receive blessings appropriately.
ii

Acknowledgement
I would wish to thank people who made their contribution towards my research project and made
it successful as planned. Firstly, I’m thankful for the right to the Almighty who allowed me to
have good health during this project.
Secondly, my sincere gratitude goes to my project supervisor for devoting his time, valuable
knowledge and resources while guiding and supporting my initiative from the primary steps of
constructing a proper guide for this project to its completion stages.
Thirdly, my thanks goes to my family members, my friends and relative for their financial,
emotional and material support they have provided to me throughout entire research project. I
also wish to acknowledge my classmates for maintaining quality intellectual discussion
throughout our course.
Thank You Blessings to All of You
iii

Table of Contents
Declarations................................................................................................................................................i
Dedication..................................................................................................................................................ii
Acknowledgement....................................................................................................................................iii
Table of Contents......................................................................................................................................iv
Lists of Table............................................................................................................................................vi
List of Figure...........................................................................................................................................vii
CHAPTER ONE: INTRODUCTIONS....................................................................................................1
1.2 Problem Statements .........................................................................................................................2
1.2.1 Descriptions of the Project .........................................................................................................2
1.5 Study’s Justification ..........................................................................................................................3
1.6 Scope of the Study ............................................................................................................................4
1.7 Limitation of Study ............................................................................................................................4
1.8 Assumptions of the Study .................................................................................................................5
1.9 Definitions of Terms ..........................................................................................................................5
CHAPTER TWO: LITERATURE’S REVIEWS...................................................................................7
2.0 Introductions ....................................................................................................................................7
2.1 Consumer Branding ..........................................................................................................................7
2.1.1 Promotes Identity ......................................................................................................................7
2.1.2 Promotes Response to customer needs .....................................................................................7
2.1.3 Enhances Differentiation ............................................................................................................8
2.2 Consumer Behaviours for Services ....................................................................................................8
2.2.1 Search Qualities .........................................................................................................................8
2.2.2 Experienced Quality ................................................................................................................8
2.2.3 Credence Quality ........................................................................................................................9
2.3 Branding and Marketing ...................................................................................................................9
iv

2.4 Examining the Importance of Consumer Behaviour..........................................................................9
2.4.1 Main Criteria That Consumers Use to Choose Airlines................................................................9
2.4.2 Consumers’ Current Perceptions of Air China’s Brand .............................................................10
2.5 How Consumer Behaviour Works On Booking Flights......................................................................10
2.5.1 Consumers’ Future Expectations from the Services that Air China Delivers ............................10
2.5.2 Improvement Recommended by Flight Consumers for Air China’s Brand ..............................11
2.6 Theoretical Gap................................................................................................................................11
2.8 Summaries of Literature’s Review...................................................................................................13
2.9 Conceptual Frameworks..................................................................................................................13
CHAPTER THREE: RESEARCH’S METHODOLOGY AND DESIGN..........................................15
3.4 The Target Population and Sample Selection ..............................................................................15
3.5 Pilot Test .........................................................................................................................................16
3.5.1 Validity .....................................................................................................................................16
3.6 Methods of Data’s Analyses ............................................................................................................16
3.7 Limitations ..................................................................................................................................16
CHAPTER FOUR: DATA’S ANALYSES, PRESENTATION AND INTERPRETATIONS...........18
4.3 Main Criteria that Consumers Use to Choose Airlines ...................................................................19
4.4 Consumers’ Current Perceptions of Air China’s brand ....................................................................21
4.5 Consumers future Expectations of Services that Air China Delivers................................................22
4.6 Areas for Improvement that Consumers Prefer for Air China’s Brand ............................................24
CHAPTER FIVE: SUMMARIES, CONCLUSIONS, AND RECOMMENDATION........................26
5.2.4 Summary on Areas of Improvement that Consumers Recommend for Air China.....................27
5.5 Suggestion for Further Studies.........................................................................................................29
Appendix 1: Introduction Letters...........................................................................................................34
v

Lists of Table
Table 3.1: Population’s Sample…………………………………………………………………16
Table 4.1: Response Rate………………………………………………………………………...18
Table 4.2: Customer Care services as a criterion for the choice of an Airliner…...…….……...19
Table 4.3: Responses on the question on main criterion that customers use to choose Airlines...20
Table 4.4: Factors on consumers’ current perception of Air China’s brand……………………..22
Table 4.5: Responses on the future expectations of service delivery by Air China……………..23
Table 4.6: The Preferred future Improvements at Air China……………………………………25
Table 4.7: Regrets on the possibility of the management failing to implement changes………..26
vi

List of Figure
Figure 2.1: Conceptual Frameworks……………………………………………………………14
Figure 4.1: Response’s Rate……………………….……………………………………………18
Figure 4.2: Regrets for encountering ineffective customer care in Airlines…………………..20
Figure 4.3: Benefits from services that Air China Provides…………………………………..21
Figure 4.4: Regrets for using Air China’s brand………………………………………………22
Figure 4.5: Entire Online Booking Process…………………………………………………….24
Figure 4.6: The Need for Expanding the Runways…………………………………………….25
vii

Abstract
This project provides analysis of the results of data collected from flight consumers’ perceptions
on Air China’s brand. The study was set to evaluate the relevance of consumers’ perceptions for
the choice of Airliners. The specific Airliner researched was Air China Company. The main
objective was to find out if the activities of branding undertaken by Air China are effective for its
brand promotional activity. The scope of the study was the Shanghai International Airport. This
Airport provided a perfect scope for encountering respondents who use Air China’s flight
services both domestic and international. Respondents were issued with closed-ended
questionnaire that were essential in testing the relevant hypothesis set on the importance of
branding on Air China’s services. The study revealed that there was a direct relationship between
effective branding and consumers’ perception of Airliners. Furthermore, the factors that
influence the consumer behavior in the choice of Airliners were identified. These behaviors
includes the use of appropriate customer care services, Improvement of the runways and training
airport staff on better handling of the flight consumers. Most respondents had a view that an
airliner can attract more customers if it offers quick and effective online booking system. Air
China has the mandate to implement effective online booking to boost its chances of success in
future.
viii

CHAPTER ONE: INTRODUCTIONS
Airline Carriers adopt consumer branding as a strategy for attracting and sustaining adequate
number of customers. The precepts of competition in Airline industry can be sustained is carriers
applies unique consumer branding strategies. The adoption of unique consumer branding needs is
advantageous to Airliners because customers can identify with different brands and services
associated to such brands (Button, 2015, p. 5). The management of various Airlines carriers can
evaluate the potential success of their branding strategies by determining the level of loyalty that
customers have concerning their brand. In case customers have a higher level of loyalty to a
particular brand them the management can conclude that the brand has positive perception in the
market. However, if the number of customers loyal to a particular Airline Carrier drops over
time, then the management can assume that their branding strategy is not acceptable to their
potential customers. An issue such as customer satisfaction must be taken into consideration
when adopting and executing a consumer brand in an Airline Carrier (Kimay & Lee, 2016, p.
234). Customers can show loyalty to a brand if they feel satisfied of the services provided by a
particular Airline Carrier. Most Airlines strive to attain positive perception in the Airline industry
by incorporating technology to offer services to their customers. However, the ever changing
customer needs prompts Airline Carriers to spend significantly in managing their affairs through
continuous research and innovation that improve their brands from the customers’ perspectives.
Some consumers prefer comfort on their travels thus they pay expensively to attain such attribute
(Teece, 2014, p. 172). On the other hand, some customers prefer less expensive services thus
they prefer Airline carriers offering relatively cheaper flight services (Gillen & Lall, 2014, p. 41).
An airliner must understand its market segment and adopt relevant branding strategies to attract
adequate and sustainable customer levels. An Airliner (The American Airline) uses branding
strategy entitled ‘’We Know Why you fly’’ (Gursoy, Chen & Kim, 2015, p. 57). Such branding
strategies illicit psychological preparedness of travellers to use higher class services that the
American Airline offers. Consumers have the chance to pay expensively for services that an
airliner offers due to its use of psychological branding strategies as is the case of the American
Airliner. Once an Airline carrier scrutinises the market and develops a branding strategy for its
customers, it must adopt measures to enhance and promote adequate customer satisfaction
(Albers, Koch & Ruff, 2015, p. 49).
1.1 Backgrounds of the Study
Air China is a major airline firm incorporates in China and operates on an international scale.
The company is publicly traded on Securities exchange markets in Shanghai London and Hong
Kong (Ahmed, Zairi & Almarri, 2016, p. 160). This brand was created in 1988 by the Chinese
government. The sole mandate for the formation of this company was to provide intercontinental
flights and long haul services. Air China had replaced the roles of Chinese Aviation
Administration of China (CAAC) of providing intercontinental flights (Alon, Littrell & Chan,
2009, p. 123). Since the formation of this company, the government has been instrumental in
branding it as the best airline that offers international flights to and from China. The government
allows this carrier to fly the flag of China on its international flights. This action is a form of
branding and marketing of this company. Furthermore, this firm joined the Star Alliance that
contains a larger number of carriers such as Singapore Airlines, Turkish Airline and United
Airlines in 2007 (Alderighi, Gaggero & Piga, 2015, p. 42). Association with major airlines in the
Star Alliance increased the scope of Air China's customer levels as witnessed in 2014 when the
1

firm recorded 900 departures on a daily basis. Consumer behaviour is critical in analysing how
firms such as Air China can offers services that satisfies the needs of its customers.
1.2 Problem Statements
There is an increase in the level of competition in Airline Industry in China thus leading to
reduction in profit levels among firms offering flight services. Firms such as Beijing Capital
Airlines and Okay Airways provide similar services to those of Air China (Zhang & Round,
2014, p. 361). Despite the increase in customer volumes to over 483 million annually, the intense
competition in Air services requires adoption of proper consumer branding strategies that can
allow a firm such as Air China to attract adequate passengers (Chen, 2016, p. 479). In case this
firm fails to adopt and sustain proper flight services it might face reduced profits in future due to
intense competition from rival Airliners in China.
This study is different from similar/ previous studies on Airliners in China because it examines
the potential of competition that will lead to reduction in profits from Air China in specific. The
new insights that this study will add to the literature of Airline Industry in China is the need to
increase and promote customer services in Air China as a measure to counter competition that
rocks the Airline Industry. Despite the government’s support for Air China, there is an increasing
level of liberalisation in most industries in China. The increase in the level of liberalisation will
lead to openness of trade and commerce (Feenstra & Kee, 2017, p. 5). The concepts of market’s
forces of supply and demand will dictate customers’ choice for various airliners (Rajagopalan &
Zhang, 2015, p. 55). Thus, a firm that enjoys state protection and advertise such as Air China
should understand the dynamics that might tilt its operations (monopoly) in future. The process
of improving consumer perception and offering diligent services are critical to maintain Air
China’s positive brand name in the Airline Industry in future (Fritsch & Chlebovský, 2017, p.
22). The best option to ensure that an Airliner succeeds in its activities depends on its ability to
communicate its branding message effectively to its consumers (Liebhardt, Luetjens & Gollnick,
2016, p.31). Any failure to communicate effective branding needs to its customers might be
detrimental if competition intensifies in the aviation industry.
1.2.1 Descriptions of the Project
The research project was conducted within a period of three months to establish the effectiveness
of branding in Air China Company. Primary data relating to this company were essential to
understand the consumers’ perceptions on effectiveness of the Air China’s brand. Management
of Air China has the responsibility to ensure that they conduct effective advertising to maintain
this brand. International visitors to China can choose Air China as a brand if the management has
effectiveness in marketing Air China’s brand (Fan, 2006, p. 365). Therefore, this project has
determined various activities that the management of Air China adopted to position this brand in
the international market. The freights services that this firm offers is a B2C form of business.
Passengers and their parcels are the direct clients that this company targets. This research project
analysed demands that consumers have concerning services provided by airlines using Air China
as a case Airliner.
The level of awareness that targeted customers have for Air China was be determined to
ascertain its potential for future growth and development in the Aviation industry. The results
obtained from the scrutiny of the responses that the respondents offered are provided in chapter
four of this project. The fact that this research project focused on potential customers who use
flight services allowed a larger and inclusive pool of respondents. The respondents had chances
2

to offer their views in line with predetermined questions and answers as presented in the
questionnaires. The rationale for providing questions specifically to potential flight consumers
was targeted to promote reliability of the results obtained from this research. In case the project
opted for any respondent then it might not be reliable since some respondents might have little or
biased knowledge of services that Airliners such as Air China offers.
1.3 Aim/ Objectives
The goals/ aims of this research project are divided into two sections i.e. the main objectives and
specific objectives/ targets.
1.3.1 Main Objective
The primary aim of this study is to determine the effectiveness of branding activities in Air
China Company by analysing data collected through structured questionnaires.
1.3.2 Specific Objective
1. To establish the main criteria that consumers use to choose Airlines.
2. To explore the consumers’ current perception of Air China brand.
3. To identify the consumers’ future expectation of service quality offered by Air China.
4. To explore improvement needs that consumers think is appropriate for Air China’s brand.
1.4 Research Questions
1. What are the main criteria that consumers use to choose Airline?
2. Which are the consumers’ current perceptions of Air China’s brand?
3. What are the consumers’ future expectations of services that Air China delivers?
4. Which are the areas of improvement that consumers prefer for Air China’s brand?
1.5 Study’s Justification
The study will assist the improvement of the use of consumer branding loans in Air China
Company to promote customer loyalty. Flight companies need to understand the principles that
surround a proper barding concept that they apply to maintain a positive image to submerge
competition in Aviation industry. In addressing the problem of increased competition in flight
services, the research shows correlations between a proper consumer branding and the possible
rate of returns that Airline firms such as Air China can expect from proper branding initiatives.
The research shows the level of consumer awareness driven from the use of proper branding
initiatives. Areas of improvement on consumer branding are highlighted to allow the
management to develop adequate and contemporary consumer branding measures.
The research would help the members of registered Airline firms especially in China who would
like to apply contemporary barding in understanding what they should do before and after they
design new branding strategies. They would be able to focus on the current trends and prudently
use of consumer branding measures to enable them achieve better reputation to avert potential
future competition in aviation industry in China. By this argument the research would enrich the
3

senior management of Air China with adequate and varied skills in promoting customer loyalty
through incorporating consumer branding. The process of understanding the market and
providing services that meets the demands of flight consumers would be critical in promoting the
profit levels that Air China would realise from its services.
The management of Airline firms should ensure that they apply appropriate research in
conducting their routine services. Customers have the chance to identify a firm that offer
appropriate services and maintain loyalty to such firms. This research is critical to the senior
management of Airline firms since their activities are critical in ensuring that customer loyalty is
attained among flight consumers. Therefore, the research provides insights into better ways of
maintaining customer loyalty through proper consumer branding.
Additional advantages that this research contributes to people who might use information from
this investigation are outlined in subsequent sections. First, it elaborates an understanding of
measures that the largest airline company in the second biggest economy (China) utilizes to wow
its customers. Any marketing student who receives this information can adopt standards that Air
China has in managing their operations to promote local marketing strategies. Secondly, this
project allows marketing students who might use this information to understand the carrying
capacity of Airliners from China. Therefore, issues such as export trends through air transport to
China can be established using results from this research. Findings from this project can be
crucial even to the Air China's management. The management can utilize findings from this
research to improve their areas of weaknesses in branding strategies and attract more customers.
1.6 Scope of the Study
The study was carried out in Shanghai International Airport located in Beijing city of China. This
Airport was selected for the research due to ease of accessibility and willingness of the
respondents to provide assistance by filling in the structured/ closed-ended questionnaires that
were presented to potential flight consumers. The study involved structured questionnaires that
were administers to the respondents at their free time. The choice of the scope mentioned in the
first sentence was critical since this Airport has a larger carrying capacity and provides
international and domestic travels. An Airline Carrier such as Air China has more operations in
this Airport relative to other Airports that provide mostly domestic flights in China. Getting in
touch with intentional travellers using Air China plus domestic travellers using this same firm
was easier through the choice of Beijing Capital International Airport as a scope of the study.
1.7 Limitation of Study
Financial resources were not enough in carrying out the research in diverse regions where the
firm operates including its international destinations such as Turkey and the UK. The
respondents had a tendency of requesting for some upkeep and payment for the time wasted
when filling in the questionnaires presented to them. Such a tendency made it difficult for the
research to cover adequate number of respondents that would give a smaller margin of errors
when making final assumptions from the research. However, not all the respondents asked for
some upkeep and compensation for their responses only a few respondents exhibited such
behaviour. The precept that more respondents would frustrate the research from attaining its
objectives if they asked for unavailable financial advances meant that just a sample of the
respondents would be chosen for the study.
4

Language barrier was also a limiting factor in conducting this research. Most of the respondents
that were chosen through random sampling techniques spoke purely Chinese language. The
research couldn’t have a proper manner of communicating in Chinese thus the level of
interaction was reduced due to this problem. However, a few respondents could speak in both
Chinese and English languages. Such respondents made it easier to enhance the research process
since they assisted in filling their questionnaires quick and faster due to less logicality behind
interpretation.
Time was a one of the limiting factor as there was inadequate time to the meet various tasks’
deadlines. The result of little span made the research to be conducted within a single Airport
where Air China Company operates ignoring other major Airports such as Beijing Nanyuan and
Wayishan Airports where the firm operates too. This criterion gave little concern to more
Airports where respondents would be having different perceptions of Air China’s barding
strategies. Probably, there would have been a different perspective on the findings if many
Airports were used a scopes for the study. The findings from many variables could have given a
more critical result than the findings from fewer variables obtained from a single Airport.
In solving the issues of financial inadequacy, there was a prudent use of the resources that were
available which enable the research reach completion as stipulated. In cases that were emergent,
there was the application of funding from relatives and close friends who sponsored the project
leading it to a critical phases of completion within the required time. The problem of possible
language barrier was resolved using the services of translators who assisted the respondents in
translating the questions and filling them correctly. The translators were predominantly Chinese
who could speak proper Chinese language and assist their fellows to understand the content of
the questionnaires. In solving the time problem there was a fundamental time schedule that was
developed to assist the researcher in conducting the research to completion within the stipulated
time span of three months. The schedule developed under action plan ensured that most
fundament and critical paths of the project were given a due priority. The access of the
information as per the schedule became quite automatic and easier to approach thus leading to
better data entry which fostered better analysis.
1.8 Assumptions of the Study
The study assumed that, all the data collected through structured/ closed-ended questionnaires
were free of bias and gave the clear indications of a reflection on the perceptions of flight
consumers on effectiveness of Air China’s branding. The training that was given to the
respondents before they could start filling the questionnaires was of much reliance of the validity
and the possible reliability of their responses. Even though the study was only conducted in
Beijing Capital International Airport in Beijing City of China, the reliability of the findings from
the study has been generalised. The generalisation represents the perceptions that flight
consumers have concerning the effectiveness of Air china’s branding initiatives despite their
localities.
1.9 Definitions of Terms
Airline Carriers- These are aircrafts or planes that enhance commercial air transport services in
domestic or international scale. Airline Carriers enhances flights across various terrains through
the Air.
5

Flight Consumers- These are people/ customers who use air transport as their means of
accessing domestic and international destinations. They prefer Air travel due to its safe and
efficient nature.
Funding- Is the provision of finances that enhance operations of a firm. Funding can occur
through direct contributions to a firm or through the purchase of a firm’s shares in the foreign
exchange market.
Product Differentiation- is the process of value addition that firms provide on their products to
improve their attractiveness to prospective consumers. Customers have the ability to choose a
firm’s product over the other competitors using different features on their products.
Consumer Behaviour- is the prospective buying patterns that consumers portray over the
products or services that a company provides to its consumers.
6

CHAPTER TWO: LITERATURE’S REVIEWS
2.0 Introductions
This chapter provides literature on what has been researched in terms of consumer branding
strategies and their effectiveness especially to Airline companies. It reviews secondary sources
relating to the branding activities and appropriate consumer barding needs that firms operating in
Airline industry needs to adopt for success in a competitive business environment. By reviewing
this information, it gives a highlight to the possible findings or solutions to the problem area.
2.1 Consumer Branding
Consumers needs to have a positive perception of the products or services that a firm offers
(Bottomley & Holden, 2012, p. 494). Firms can apply consumer branding concept to allow them
offer products or services that can motivate consumers to purchase such products or services on a
regular basis. Firms that fail to offer effective consumer branding have higher chances of
attracting lower sales turnover since most customers don’t embrace their products or services
(Rao, Agarwal & Dahlhoff, 2014, p. 126). The view of consumer branding is that a firm offer its
services in line with the changing needs of consumers other than relying solely on corporate
branding (Holt, 2012, p. 70). A firm that relies heavily on corporate branding might fail to
incorporate the needs of its potential clients (Berens, Riel & Bruggen, 2010, p. 35). Once a firm
fails to address the issues that potential clients needs they have higher chances of failing in future
if serious competitors join the industry. Changes in economic realities and perceptions in
different economies may initiate changes in competition in different industries (Thompson,
Rindfleisch & Arsel, 2016, p. 50). Therefore, firms must embrace consumer branding as a
measure of countering negative effects of competition that might occur due to entry of new firms
in an industry that was originally monopolistic in nature. There is certain importance of
consumer branding that enables firms such as Airliners to maintain customer loyalty. Such
importance is discussed in the subsequent sections.
2.1.1 Promotes Identity
Identity is a critical aspect in marketing the products or services that a particular firm offers
(Wood, 2010, p. 662). Customers have the mandate to choose particular products or services
because they identify with such products. A firm that has positive reputation has the ability to
create brand that most customers prefer (Balachander & Ghose, 2013, p. 4). For instance, Airline
companies have the ability to offer similar services if they have relatively equal capital outlay.
However, a firm that markets its brand has a higher chance of controlling more market share
since most customers can identify its products and services among competing brands. Once a
firm designs its products and services, it has a mandate to ensure that its logos and trademarks
are protected against any form of malice from unscrupulous competitors (Harris & De-
Chernatony, 2011, p. 441). Copy rights and patents can be applied by firms to protect the identity
of their brands from any severe competition in an industry.
2.1.2 Promotes Response to customer needs
Consumer branding aims to respond to the needs that customer’s exhibit concerning products and
services that a particular firm offers (Wilder, Collier & Barnes, 2014, p. 446). Firms that have
strong branding strategies have the mandate to conduct market research and determine the
contemporary needs of their potential and actual customers. The nature of products and services
that a firm offers must coincide with the perceived needs of their customers. Consumers have
higher chances of being loyal to a particular brand if they have a notion that they receive
7

adequate utility from the usage of particular products or services (Buttle & Burton, 2012, p. 217).
For instance, Airline firms have the responsibility to maintain their brands by ensuring that they
conduct market research and identify consumer needs and changes that accompany such needs.
Issues such as comfort when travelling and the varied nature of destinations are major
components that can be applied to offer proper flight services to flight consumers (Srinivasan,
Vanhuele & Pauwels, 2010, p. 672). Therefore, the knowledge of branding allows management
of firms in industries such as Airline to determine best strategies for customer awareness creation
and provision of cutting edge flight services that can attract many customers.
2.1.3 Enhances Differentiation
Product differentiation is a critical marketing tool that promotes positioning of a firm’s products
or services to potential and actual consumers (Zott & Amit, 2012, p. 1). Product differentiation
goes beyond product identification since it incorporates application of unique product features
and design to motivate customer loyalty. Firms that have adequate product differentiation can
attract larger market share despite increases in competition that a firm might witness. For this
reason, consumer branding is an initiative that is essential in a firm since product differentiation
promotes the life-cycle of services or products that a firm sells. Firms in industries such as the
Airline industry have the ability to promote their customers to use flight services if they offer
unique services relative to their competitors. A proper differentiation strategy must encompass
the use of modern technology to design and package products or services for the targeted
consumers (Boehe & Barin-Cruz, 2010, p. 325). Likewise, the use of technology in offering
services such as booking and clearance of cargo can boost chances of success of an Airline firm.
Once customers have the ability to receive quick access to services, they have the chances to
maintain loyalty to firms that applies technology in product differentiation.
2.2 Consumer Behaviours for Services
Consumer Behaviour allows firms to study actions, beliefs and attitudes that determine
purchasing patterns that various consumers exhibit (Johns & Pine, 2012, p. 119). Economic
trends, cultural aspects and environmental factors must be considered to understand consumer
behaviour (Spreng, Harrell & Mackoy, 2015, p. 15). There are three major attributes that
influences consumer behaviours that customers exhibit. Such characteristics are critical in
managing proper inflow of customers to firms that offers services such as Airliners. These trends
in consumer behaviour are discussed in the subsequent sections.
2.2.1 Search Qualities
Various qualities are critical in determining consumer behaviour for services. These qualities
include courtesy, ambience and mannerism (Chen, Hsu & Lin, 2017, 107). These qualities are
critical in choosing one service provider over the others in a similar industry. For instance,
Airliners have the chance to attract more customers if it provides ambience and services through
proper mannerism (Merle et al., 2010, p. 503). These qualities can allow flight consumers to
have the ability to attain loyalty to an Airliner firm. Firms that lack these qualities can reduce
consumers’ expectations for services thus recording low levels consumers per unit time.
2.2.2 Experienced Quality
Consumers have higher chances of establishing a proper customer relation to a firm if the firm
offers a service that provides proper utility assessed after purchase (Krishnan & Hartline, 2011,
p. 328). If customers have a positive experience after using a particular service, they have the
chance to recommend such services for future. Firms in Airline industry can promote positive
8

consumer behaviour by offering services that offer proper utility to their clients. The clients
expect to be treated with respect and served as quick as possible. Once these advantages are
achieved by a firm, most customers would report a positive experience of the services that they
received (Liao, Palvia & Lin, 2016, p. 469). The aftermath of such a perception is the increase in
sales of services such as flight services.
2.2.3 Credence Quality
Customers have the mandate to look for qualities of services including competency level and
security measures that accompany a particular service (Alford & Sherrell, 2016, p. 71). These
attributes might not be assessed automatically but they affect consumer behaviours. Firms that
offer services that are secure in a competence manner have higher chances of attracting more
customers as opposed to firms that offer incompetent services (Cronin, Brady & Hult, 2013, p.
193). For instance, Airliners that have adequate security and offer competent ticketing have the
ability to attract more flight consumers than firms that have less security concerns.
2.3 Branding and Marketing
Branding is an important marketing tool that allows a firm to attain positive reputation in the
market (Tuzuner & Yuksel, 2009, p. 47). The management of a company such as the Air China
has the role to ensure that they develop a brand that attracts the attention of its targeted
customers in a prudent manner. The use of appropriate name, symbol or slogan is some of the
best initiatives that firms use to develop and sustain their brands (Harris & Chernatony, 2011, p.
441). For instance, Air China has a slogan stated as follows ‘’we aim to become a global Chinese
Airliner that is dedicated to excellent service levels, quality and operations in Airline Industry.’’
Such a slogan allows customers to have a perception that Air China is a company that reserves
excellent traveller experience (Martine Roll Company, 2017). Notably, companies have the
mandate to evolve their brand initiatives as guided by the behaviours of consumers. In case
consumers are attracted to creative naming of a company rather than their slogan, then a firm
should adopt a creative name change to meet such demands. Customers can have a positive
mental picture of a firm’s brand if the executives applies creative wording or symbols to depict
their brands.
2.4 Examining the Importance of Consumer Behaviour
Consumer behaviour is the study of individuals, groups or organisations to determine how they
select, use or dispose products/ services that a firm offers (Wangenheim & Bayón, 2007, p. 36).
However, consumer satisfaction refers to a feeling of acquisition of appropriate utility from the
use of goods or services that a certain firm offers (Weiner, 2010, p. 382). Consumer satisfaction
can occur if a firm conducts a proper analysis of consumer behaviour. Organisations that intend
to offer adequate consumer satisfaction must determine the purchasing trends and underlying
factors that consumers perceive as a having value for their purchases (Brueckner & Picard, 2013,
p. 213). In the case of Air China’s brand, the importance of consumer behaviour can be
understood by discussion concepts from the first two research questions as shown in the
subsequent sections.
2.4.1 Main Criteria That Consumers Use to Choose Airlines
There are many criteria that consumers use to choose Airlines. For instance, consumers using Air
China Brand uses criteria such as diversity of destinations, availability of sufficient planes,
efficient airports and timely departure to various destinations. Air China served 29 different
countries worldwide (Martin Roll Company, 2017). Such a wider range of direct flights to
9

different destinations allows consumers to have a sense of efficiency since they can access many
countries using Air China’s services. Flight consumers prefer an Airliner that has adequate
planes that can be used to transport people or commodities to different parts of the world. Air
China has 310 active aircrafts that allows it to schedule air transport services on a regular basis
(Air China, 2012). The Airports that Air China uses are modern type with effective runways. The
Shanghai International Airport is a major departure and arrival point for flight consumers using
Air China’s services. Air China served 149 airports in different parts of the world in the year
2013 alone (Martin Roll Company, 2017). Customers have a chance to feel experience of
different Airports using services that Air China offers.
2.4.2 Consumers’ Current Perceptions of Air China’s Brand
Currently, flight consumers have a positive perception of Air China’s brand. They believe that
this firm has the capacity to sustain its attributes as the leading Airliner that offers passenger
transport services to domestic and international passengers. The firm reported 51 million
domestic and international passengers that used Air China’s services in 2014. Such a figure
represents 81% of passengers who used Airline transport services in the same year. The figure of
51 million passengers shows that most travellers have a positive perception of Air China’s brand
(Martin Roll Company, 2017). Once customers develop a positive perception about a particular
brand such as Air China’s brand; they have the opportunity to seek flight services from such
Airliners (Hagmann et al., 2015, p. 46). This notion expresses the rationale for attaining 81%
turnover from the passengers that prefer flight services for domestic and international air travels.
2.5 How Consumer Behaviour Works On Booking Flights
Consumer behaviour determines how the passengers using flight services determine the
appropriate time to book flights (Pearson, Pitfield & Ryley, 2015, p. 177). For instance, some
consumers can prefer to book their flight services in morning or evening hours. The timing
depends on the destination and the perceived arrival time for most passengers. Domestic
passengers using Air China’s services especially from Shanghai to Beijing have tendency of
booking flights in the evening hours. Most of such passengers are business persons who visit
their business premises in either of the cities located in China as discussed in the sentence above.
Airliners such as Air China have the responsibility to determine best approaches that can allow
them to design booking services. For instance, when booking services are instant and clear, then
consumers can process necessary requirements effectively as they wait for departure time to
various destinations. How consumers’ behaviour works on booking flights can be understood by
discussion concepts/ theories from the last two research questions in the subsequent sections.
2.5.1 Consumers’ Future Expectations from the Services that Air China Delivers
Consumers have positive future expectations of quality and timely services from Air China. A
notable example of improvement that gives consumers hopes of better services in future is the
inclusion of ‘’self-services’’ concerning booking activities (Martin Roll Company, 2017). Air
China attained an increase in the revenues from booking services from 2% to 13% between 2010
and 2015. (Martin Roll Company, 2017). Such improvement shows that consumers have resorted
to use technology in making booking services as opposed to manual system. Since the level of
literacy is on gradual and steady increase in China; the elites will have a positive preference to
the use of self-services concerning booking activities. Moreover, Air China employs 95
employees per Aircraft. These employees offer timely customer services that consumer using
self-service might needs concerning booking challenges. Reception of a timely assistance on the
10

use of self-service booking systems allows consumers to have a perception of future prosperity
of Air China’s brand. Future administrative costs concerning booking services will reduce once
the firm automates online booking services.
2.5.2 Improvement Recommended by Flight Consumers for Air China’s Brand
Effective booking services require the assistance of employees with appropriate knowledge and
skills in aviation industry. (Martine Roll Company, 2017). Despite the fact that Air China is the
largest Airliner firm in China, this firm still experiences some level of incompetent staff. Such
staff don’t have the capacity to design and manage an automatic booking system that can
enhance ‘’self-services’’ concerning booking needs. Offering training, job satisfaction and long-
term employment are still major challenges that most employees encounter when offering
services (Zhang et al., 2010, p. 393). Likewise, most employees in Air China too face the
challenges mentioned in the sentence above. These challenges deter Air China from attracting
the most competent and experienced employees in aviation industry to assist them in managing
automated and well-coordinated booking needs. Differentiation with outstanding services can be
an added advantage to Air China. Sustaining outstanding service trend requires top management
to act by hiring best brains in aviation industry to assist them in steering to the greatest levels of
success. (Hagmann, Semeijn & Vellenga, 2015, p.38). The importance of attaining positive
image among flight consumers is that customers can have an improved loyalty to Air China’s
brand despite possible competition in the domestic and international markets.
2.6 Theoretical Gap
The research gap/ theoretical gap are a research problem/ issue/ question that have not been
addressed properly by the previous literature. The theoretical gap forms the basis upon which
analysis is done to provide solutions to the research questions. For instance, the theoretical gap in
this research is the determination of how Consumer behaviours determine booking flights in
Airlines in China. The bottom-line research question is to determine how consumer behaviours
determine how potential consumers’ book flights in Air China Company flight. Most research/
literatures express the importance of Air China as a national carrier in China. However, there is
inadequate literature on effects of consumer behaviour on booking flights especially in Air China
Company. The company is largely owned by the Chinese government (Air China, 2012). For this
reason, Air China is protected by the government thus some customers might be obliged to use
Air China since it’s the government’s preferred Airline. However, the perceptions of consumers
including determination of key issues that determine their choices for Airliners missing in most
literature concerning Air China’s flight consumers. The research will attempt to exampling
consumers behaviours towards the choice of Air China as a preferred Airline.
2.7 Hypothesis
Hypothesis describes a specific statement of prediction of what is expected from a research/
study. For the case of Effectiveness of Branding in Air China; the following five are the
hypothesis predicted for this study. Hypotheses are made based on research questions/ problems
that would be investigated in the actual research activity. The following are the rationale that
explains why each hypothesis was made.
2.7.1 Rationale for the first hypothesis
11

The first hypothesis was made because most flight consumers have urgent need to access their
destinations. The availability of adequate airports and timely customer services are critical in
ensuring efficient department and arrival schedules. These schedules meet the urgent travel
demands for flight consumers. The first hypothesis is stated below.
Hypothesis 1
‘’Consumers use criteria such as availability of expansive airports and timely customer care
services to choose Airlines because such factors allows them to depart to various destinations in
a reliable manner.’’
2.7.2 Rationale for the second hypothesis
The second hypothesis was made because over 81% of flight consumers prefer Air China for
their Air travel purposes (domestically and internationally). The second hypothesis is stated
below.
Hypothesis 2
‘’Consumers have a positive perception of Air China’s brand because Air China offers efficient
Air travel experience for both domestic and international consumers’’
2.7.3 Rationale for the third hypothesis
The third hypothesis was made because Air China is currently installing technological advances
in booking services such as ‘’self-service’’ booking criterion. The use of online marketing
campaigns through Alibaba.com enables customers to have a perception that Air China will be a
world class Airline firm in the near future. The third hypothesis is stated below.
Hypothesis 3
‘’Consumers have a future expectation that Air China will be a top Airline company in the world
because it has access to millions of customers in China and embraces technology in booking
services.’’
2.7.4 Rational for the fourth hypothesis
The fourth hypothesis was made because continuous training of Airline operators is critical to
allow them have current knowledge in aviation industry. Such knowledge is critical in
determining customer needs and offering them a timely and efficient support especially in
booking services. The fourth hypothesis is stated below.
Hypothesis 4
‘’Consumers prefers changes such as offering adequate training to employees who offer
assistance in booking services because most employees in this field are perceived by consumers
as less trained relative to international Airliners such as the Turkish Airline and Fly Emirates’’
2.7.5 Rationale for the fifth hypothesis
12

The last assumption is made because there is government control in some industries such as
Aviation industry in China. For this reason, Chinese travellers have little obligation but to
support and use the national carrier (Air China) for their domestic and international travel
purposes. The fifth hypothesis is stated below.
Hypothesis 5
‘’Chinese Consumers using Air China flights have exclusive loyalty to this carrier because it’s
preferred by the government and perceived as the national pride of China.’’
2.8 Summaries of Literature’s Review
In summary, consumer branding is a critical marketing tool that allows firms to have the ability
to identify services from a particular firm. Once a firm establishes its brands on the minds of its
potential consumers; they have the ability to maintain loyalty to particular firm. Firms operating
in Airline industry have the mandate to offer standardised services that can be trusted by
potential customers. Ambience services, courtesy and competency are critical elements that
allow flight consumers to have ability to trust services that firms offer in Airline industry.
Consumers who aspire to attain positive services in flights look for qualities such as comfort and
proper ticketing. Firms that offer these services have the ability to acquire larger market share in
Airline industry.
Air China is an international airline company that provides long haul and freight services to
passengers. This company offers B2C services since it deals directly with its clients in various
airports located in routes that it serves. The company has support from the Chinese government
thus making it an excellent and luxurious carrier in China. However, this firm has success trends
that can be attributed to various strategies that its management has undertaken at different points
from its inception in 1988. The company has increased the levels of its customers over the years
despite potential challenges available in the Aviation industry.
2.9 Conceptual Frameworks
Conceptual framework is a diagrammatic presentation of a theory/ hypothesis and is presented as
a model where research variables and the relationship between them is translated into a visual
picture to illustrate the interconnections between the independent, intervening and dependent
variables. This framework is developed from the hypotheses that allows in determining
dependent and independent variables that the study measured. Below is a diagrammatic
representation of how various factors affects consumer choice of Airliners.
13

Figure 2.1 Conceptual Framework
Independent variables Dependent variable
14
Effective Customer Care Services
Efficient Air Travel Experiences
Use of Technology in ticketing/ booking Services
Availability of well trained and competent staff
Positive National Perception and Support
Factors that Determine
Consumers’ Choice for
Airlines’ Brands

CHAPTER THREE: RESEARCH’S METHODOLOGY AND DESIGN
3.1 Introductions
This chapter looked at the methods used in the gathering of data as well as the analysis of the
data received from respondents. It outlined why those particular methods were chosen for an
explicit portrayal of how they contributed to the success of the study. It described research
designs, target population size, the sample and sampling procedures, sample frame, data
collection methods analysis and data presentation techniques used in this study.
3.2 The Research’s Designs
The study's design that was used to accomplish this work was quantitative in nature. In this case,
structured questionnaires were developed containing relevant questions on the effectiveness of
consumer branding that Air China exhibits to its flight consumers. Customers who utilise
services from Air China formed a base for this research. A convenience sampling technique was
used to identify the respondents who participated in this research. The aim of this sampling
design was to enhance outreach to customers who prefer/ or those who have utilised Air China’s
flight services in the past. This research was chosen because it enabled fair identification and
representation of views from customers who use Air China flight services. The questionnaires
were close-ended to allow the respondents provide answers that enhanced testing of the
predetermined hypotheses. Responses from the respondents were collected as and when they
completed their questionnaires. Options of sending the responses through e-mail were allowed to
enable a larger number of respondents to participate and fill the online-questionnaires at their
pleasure.
3.3 Methods Used In Each Stage
Various research methods were used to accomplish this study. For instance, data collection phase
was conducted through the use of closed-ended questionnaires that were given to respondents.
The use of a questionnaire is an efficient method for collecting data since it gives the respondents
a chance to provide answers concerning the research questions. The questions were written in
simple English and Chinese languages that allowed the respondents to provide proper answers at
their pleasure. The respondents were allowed to volunteer instead of being coerced to provide
answers to the questions given to them. This implied that ethical consideration was put in place
to avert any charges for lack of ethics in conducting this study in the data collection stage.
Methods that were utilised in data analysis are discussed in Section 3.6. However, methods that
will be used to present information from this research include the use of tables, pie charts, and
Excel. These arrangements for displaying information from research are critical in that they
allow the users of research information to have a clear and simplified view of research findings.
Storage of information from the study was crucial for future reference. In this case, usage of
backup materials such as flash disks, printed word documents and soft copies stored in the
computer are methods that were used in storage needs. The quantitative research was be used in
this research due to the presence of structured questionnaires.
3.4 The Target Population and Sample Selection
The population of interest comprised all actual and potential flight consumers who use Air China
services especially in China. This population was preferred in this study as it had a direct relation
to the topic of study. Factors that enhance consumers’ choice for Airlines were the primary
15

concern of the paper and hence flight consumers were perceived to have more relevant
information on why they make choices of Airline with respect to Air China. Questionnaires were
distributed to the sampled flight consumers while they were in the Shanghai International Airport
were required to return in two weeks’ time. Despite using the convenience sampling method,
those selected (176 respondents) were stratified as follows in the table below.
Table 3.1 Population’s Sample
Male respondents Female respondents Total
Senior Respondents
Above 35 years.
70 65 135
Youths
35 years and below
18 23 41
Total 88 88 176
3.5 Pilot Test
Before the actual study, a pilot test of the questionnaires was carried out Beijing International
Airport in China. This method involved conducting a primary test of data collection instruments
and procedures to identify and eliminate problems, allowing researchers to make correctives
changes or adjustments before actually collecting data from the target population. One hundred
respondents of the total population were used through structured questionnaires on consumer
branding’s effectiveness. The sample was fairly representative of the target population. The result
from the pilot test was analysed to test for validity of the instrument using Cronbach’s alpha and
an alpha of 0.73 was attained an indication that the instrument is reliable (Tavakol & Dennick,
2011, p. 53).
3.5.1 Validity
To confirm the validity of the questionnaires as a data collection instrument, a pilot test was
carried out as explained above. The content of the research instrument was evaluated before the
actual administration to the pilot group, and the validity of the results proofed to be valid
according to the response in the pilot group. This is why structured questionnaire was
recommended and used to collect data for this study.
3.6 Methods of Data’s Analyses
Data collected from this study was analysed using Excel. This tool is critical and recommended
by researchers in various fields such as social science, marketing, and management. Since this
research is part of marketing and administration services, it was essential that data obtained from
this study be analysed using Excel. Once the data was fed in Excel, other parameters such as
histograms, Gantt charts, pie charts and line graphs from this study were obtained accurately.
Information on these analytical tools enables users of information from this research to have an
adequate and concise understanding of the relevance of branding on an actual company (Air
China). Appropriate analysis is central to the presentation and interpretation of accurate
information about this research.
3.7 Limitations
Time and financial constraints made it difficult to manage the access and to pay for services
related to the project such as transport, printing of many questionnaires, information gathering,
16

etc. to enhance a an inclusive study. Lastly, availability of respondents to fill out questionnaires
was an uphill task since some respondents were seemingly too busy to accept the request to have
them fill the questionnaires. This was due to the inquisitive nature of interviewees before they
could accept to provide answers to the questionnaires. Some potential respondents simply did not
want to have anything to do with the research. However, others respondents sceptical that,
research findings and recommendations would not be implemented to bring the needed reforms
in branding that can enhance consumer needs. These problems derailed the process of providing
questionnaires to the respondents and subsequent collection of filled questionnaires from the
respondents.
17

CHAPTER FOUR: DATA’S ANALYSES, PRESENTATION AND INTERPRETATIONS
4.1 Introductions
In this chapter, the researcher presents the findings from the data collected from the respondents.
Data that was obtained from the primary sources are analysed, interpreted and the results
presented in this chapter. The primary objective of this study was to establish the relationship
that occurs between the flight consumers’ choices for Airlines and various branding activities that
promotes consumer behaviour towards choosing an Airline such as Air China Company. The data
was analysed by both quantitative and qualitative methods. Quantitative method is the use of
scientific and mathematical figures while as qualitative analysis is through the use of description.
The data obtained and analysed were in line with the stated objective of the research.
4.2 Response Rate
The response rate from the study was excellent; most of the flight consumers who were issued
with the questionnaires filled them and returned them appropriately. Out of the total sample
population of 176 individuals, 150 individuals completed the survey appropriately. This
represented 85.23% of the total sample size. The rest either returned the questionnaires without
any attempt to fill them or did not complete the asked questions as expected. The figure below
shows the response rate.
Not Completed
15%
Completed
85%
RESPONSE RATE
Figure 4.1 Response Rate
The study also revealed that majority of the respondents was adults of age 35 years and above.
This might imply that most of the customers using flight services in China are relatively older
people compared to youths. There were 82.67% of the adult respondents as compared to only
17.33% of the youthful respondents of age below 35 years. Number of gender representation was
equal since both males and female respondents constituted 88 persons for both gender. However,
the male had a 55% response rate as compared to 45% for females of total responses received
from the survey. The data of response is summarized in the table below.
Table 4.1 Response Rate
18

Male % of the
Response
Female % of the
Response
Total % of the
Total
Senior Respondents
Above Age 35 Years
64 30 60 25 124 82.67
Youths 35 Years
And Below
16 25 10 20 36 17.33
Total 80 55 70 45 150 100
Notably, most of the respondents were literate individuals. 75% of them having attained tertiary
education mostly bachelor’s degree on business courses i.e marketing, commerce and financial
management options. 20% of the remaining had attained secondary education whereas the
remaining 5% were either non-educated or just having attained primary level education. Most of
the non-educated were the elders while almost all youth were well educated and had the ability to
fill in the questionnaires appropriately.
4.3 Main Criteria that Consumers Use to Choose Airlines
The researcher posed five major questions in the assessment of how flight consumers choose
Airlines for flight services. The first question had concerns on specific criteria that the
respondents perceived as important pointers in choosing Airlines. Most of the respondent noted
that effective customer care services were critical for their choice of an Airline firm. In the
question, "Is customer care services a criteria that you can use to choose an Airline?’’ Majority of
respondent 60% strongly agreed, 10% agreed. However, 15% strongly disagreed, 10% disagreed
while as 5% were not sure. The data is represented in the table below.
Table 4.2 Customer Care Services as a Criterion for the choice of an Airline
Level of
agreeing
Strongly
agreed
Agreed Not sure disagree Strongly
disagree
Actual no. of
respondent
90 15 8 15 22
Percentage
%
60 10 5 10 15
On the second question, which asked "Can you say that without proper customer care services
you would not prefer an Airline firm?" Majority at 55% strongly agreed. This was because
customer care is appropriate to provide urgent assistance to flight consumers on ticketing and
booking services. However, 25% of the respondents accepted that they can still prefer an Airliner
if it has effective Airports. Other either agreed or disagreed as illustrated in the table below.
The third question revealed why most of the respondent preferred effective customer care in
choosing an Airline firm. The question asked, "Is security a major concern in Air Travel that
needs adequate customer care services?" The question was designed to determine factor that
makes flight consumers to have higher concern for customer care services. In this question, 50%
strongly disagreed that the security was paramount in major Airports. The rest were equally
distributed on other options as shown in the table.
19

On the fourth question, the responded were divided on its rationale for the selection criteria of
Airlines. The question asked, "Was the response time from customer care relevant?’’ Just 5%
believed that the process is reasonable and justifiable. However, 20% agreed with the question
whereas the others were divided into other options. This question was administered to taste the
possible reason why flight consumers might prefer customer care as a selection criterion for
Airlines.
Table 4.3 Responses on the questions on Main Criteria that Consumer use to Choose
Airlines
Questions Level of
agreeing
Strongly
agreed
agree
d
Not
sure
disag
ree
Strongly
disagree
Can you say that without proper
customer care services you would not
prefer an Airline firm?
Respondent 82 15 0 15 38
Percentage 55% 10% 0% 10% 25%
Is security a major concern in Air
Travel that needs adequate customer
care services?
Percentage 20% 12% 0.0 % 18% 50%
Is the response time from customer care
in Airlines important for customer
choice?
Percentage 5% 20% 25% 12% 38%
The last question on the main criteria that flight consumers use to choose Airlines was on the
regrets of having chosen a firm with ineffective customer care services. Most respondents were
not sure of this question because they never had such an experience on any of their flights.
However, of the 50 respondent who had prior encounter with ineffective customer care services,
twenty strongly disagreed that they had any regrets. The other provided responses are
represented in the figure below.
Figure 4.2 Regrets for Encountering Ineffective customer care in Airlines
20

4.4 Consumers’ Current Perceptions of Air China’s brand
The second section of the question assessed how the flight consumers perceive the branding
strategies that Air China Company entails in its business. A total of five questions were asked in
this section. The first question was "Have you ever benefited from the services that Air China
Offers?’’ Most of the respondent indicated that they had benefited with 70% saying yes and only
30 who said they have never taken such considerations to determine whether they had benefitted
or not.
The second question focused on the terms/ condition used when applying for Air tickets in Air
China Company. The question focused on the hindrances that may exist in booking services at
this firm. The question read "Were the terms for booking flight services necessary?" The
response was for the terms 40% and 25% of respondent strongly agreed and agreed respectively
on this question. However, 10% and 12% of respondent disagreed and strongly disagreed
respectively on this question. The remaining 13% were not sure whether the terms of booking
services at Air China were necessary or not.
Figure 4.3 Benefits from services that Air China Provides
The third question also focused on the booking process inhibitors; it assessed whether the
process was rational to flight consumer. The question stated "Is the process and time involved in
booking service reasonable?" the result on this question was for the process being reasonable
22% and 40% of the respondent strongly agreed and agreed respectively that the process was
reasonable for flight booking services. 10% and 25% of those surveyed disagreed and strongly
disagreed respectively that the process was reasonable for booking at Air China. The rest 3%
were not sure whether the process was reasonable to them or not.
The fourth question assessed the importance of reliability in the booking process at Air China
Company from the customers’ current view point. The question read "Can you say that Air China
has a reliable booking process currently?’’ In which the majority believed that Air China has a
reliable booking process that is necessary among flight consumers and Airline standards. An
equal percentage of 30 agreed and strongly agreed with the question whereas 12% and 20%
21

disagreed and strongly disagreed on the question respectively. 8% were not sure if the booking
process was reliable from their perspective or not.
Table 4.4 Factors on Consumers’ Current Perception of Air China’s brand
Questions Level of
agreeing
Strongly
agreed
agreed Not
sure
disagree Strongly
disagreed
Were the terms for booking
flight services necessary?
respondent 60 38 19 15 18
Percentage 40% 25% 13% 10% 12%
Is the process and time
involved in booking service
reasonable?
percentage 22% 40% 3% 10% 25%
Can you say that Air China
has a reliable booking process
currently?’
percentage 30% 30% 8% 12% 20%
The last question concentrated on the importance of the flight consumers’ current perception of
Air China’s brand from the perspectives of the flight consumers. The central question asked was
"Do you regret for using Air China brand in your flight needs?" in which the majority at 42%
strongly disagreed and 28% disagreed with the question. 12% of the respondents were not sure
while as 10% and 8% agreed and strongly agreed with this question on the regret for the use of
Air China’s brand.
Figure 4.4 Regrets for Using Air China’s Brand
4.5 Consumers future Expectations of Services that Air China Delivers
This section focused on the flight consumers’ future expectations concerning the success of Air
China’s brand with respect to services that this firm delivers. Future expectations on the nature of
services were the key factors considered in this section. Five questions were administered to
understand the notions that flight consumers have concerning future service delivery in Air
22

China. The first question asked "Have you ever thought of receiving improved services in Air
China in future?’’ Majority agreed at 55%. Another 12% strongly agreed whereas 21% and 12%
disagreed and strongly disagreed respectively. There were no responses for those who were not
sure about this statement.
The second question addressed the relevancy of the future services that Air China would deliver
to flight consumers. The question inquired about how helpful the future changes in service
delivery would be of importance to flight consumers. The question reads "would the services be
relevant to your expectations of flight improvements?’’ 42% and 25% of the respondent strongly
agreed and agreed respectively on this question. 12% were not sure while 8% and 13% disagreed
and strongly disagreed on this question.
The third question focused on the effects that new changes on service delivery would have on the
brand of Air China. The question read "Do you think that future improvement in service delivery
while have positive impact on Air China’s reputation?’’ In this question 20% and 30% strongly
agreed and agreed respectively. 20% were not sure whereas 18% and 12% disagreed and strongly
disagreed respectively.
The fourth question focused on the sustainability of future changes in service delivery at Air
China Company. The question read, "Do you think that future changes in service delivery at Air
China will be sustainable?’’ The majority of the respondents agreed with this notion as follows,
50% and 25% strongly agreed and agreed respectively. 12% were not sure whereas 8% and 5%
disagreed and strongly disagreed respectively on this statement of the future sustainability of
improved services at Air China.
Lastly, quest to make improvement on service delivery was tested by asking the question that
read "Are you looking forward to more improvement in service delivery at Air China
Company?’’ in which a positive response was received. Most of the respondents were looking
forward to future improvement in service delivery at Air China Company. The responses were
50% and 30% strongly agreed and agreed respectively on this question. 18% were not sure on
the issue, and only 2% disagreed on the need for future advice. The table below shows the above
data depiction in a tabular form.
Table 4.5 Response on the Future Expectation of Service Delivery by Air China
Questions Level of
agreeing
Strongly
agreed
Agre
ed
Not
sure
Disagr
eed
Strongly
disagree
Have you ever thought of receiving
improved services in Air China in
future?
Percentage 12% 55% 0% 21% 12%
Would the services be relevant to your
expectations of flight improvements?
Percentage 42% 25% 12% 8% 13%
Do you think that future improvement
in service delivery while have positive
impact on Air China’s reputation?
Percentage 20% 30% 20% 18% 12%
Do you think that future changes in
service delivery at Air China will be
sustainable?
Percentage 50% 25% 12% 8% 5%
23

Are you looking forward to more
improvement in service delivery at Air
China Company?
Percentage 50% 30% 18% 2% 0%
4.6 Areas for Improvement that Consumers Prefer for Air China’s Brand
The last section focused on actual areas that flight consumers believe should be improved by Air
China to promote its brand in future. The first question evaluated the number of the respondents
who had the opinion of all ticketing services should be accomplished through online means. The
question asked was ‘’Do you believe that the entire booking process should be done online?’’ A
good number at 85% agreed that they were of the opinion that entire booking process should be
done online. However, while as 15% objected the entire online booking process at Air China.
The chart below shows the representation on the opinion of online booking process.
Figure 4.5 Entire Online Booking Process
The second question focused on the conditions that prevail at the Shanghai International
Airport’s waiting rooms. The question was on the suitability of the conditions at the waiting
room and asked "Are you of the opinion that the waiting room should be furnished further in
future?’’ where the majority of 72% and 8% were agreed and strongly agreed respectively that
the waiting rooms should be expanded and refurnished. However, 12% were not sure whether the
waiting rooms should be expanded or not. 6% and 2% strongly disagreed and disagreed
respectively.
The third question in this section analyzed the importance training employees in Airlines such as
Air China Company. The questions asked was ‘’Do you think continuous training of staff will be
a necessary improvement in future?’’ A majority of 42% and 28% strongly agreed and agreed
respectively on the question on the training of staff who offers services at the Airport. However,
8% were not sure while as 10% and 12% disagreed and strongly disagreed with the question
respectively.
24

Table 4.6: The Preferred future Improvements at Air China
Questions Strongly
agree
agree Note
sure
disagree Strongly
disagree
Are you of the opinion that the
waiting room should be
furnished further in future?
Respondents 12 108 18 3 9
Percentages 8% 72% 12% 2% 6%
Do you think continuous
training of staff will be a
necessary improvement in
future?
Respondents 63 42 12 15 18
Percentages 42% 28% 8% 10% 12%
The fourth question focused on the suitability of runways that planes use in major Airports such
as Shanghai International Airport and investigated if there was some need to modify them in
future. The question had concern on the need for expansion of the runways or just to maintain
them without any further expansion. 40% strongly agreed whereas another 30% agreed with the
question "Do you think it’s appropriate to expand the runways that Air China uses?’’ 15% were
not sure while 10% and 5% disagreed and strongly disagreed respectively. The data is illustrated
in the figure below.
Figure 4.6 The Need for Expanding the Runways
The last question was on the perception that the flight consumers have concerning the possibility
of the management at Air China to implement changes in for future prosperity. The question read
"Do you regret that the management might not accept to make proper changes in future?’’ In this
questions 42% strongly disagreed with a 48% disagreed. 6% were not sure of what might happen
in this question, most of who had knowledge of the structure of the senior management at Air
China Company. However, only 2% agreed with this question on the commitment of the
management to implement future changes. Results are depicted in the table below.
25

Table 4.7 Regret on the Possibility of the Management Failing to implement changes
Question Strongly
Agreed
Agreed Not Sure Disagreed Strongly
Disagreed
Do you
regret that
the
management
might not
accept to
make proper
changes in
future?
Respondents
Percentage 0% 2% 6% 48% 42%
CHAPTER FIVE: SUMMARIES, CONCLUSIONS, AND RECOMMENDATION
5.1 Introductions
This chapter presents the summary, conclusions, and recommendations for the research study
concerning the questions.
26

5.2 Summaries of Finding
The study aimed at examining the relationships between choice of an Airline brand and factors
that promote effective branding especially in Airlines. A case study of Effectiveness of Air China
Company was considered where Shanghai International Airport was chosen as the scope for the
study. The questionnaire respondents were the flight consumers who use Air China services to
make domestic and International flights. The study population was a sample of only 176Air
China’s customers and they were stratified between the senior and youths as well as on the
gender basis. The response rate was 85.23% of the total individuals issued with the closed-ended
questionnaires. This indicated their willingness to participate in this research.
5.2.1 Summary On the Main Criteria that Consumers Use to Choose Airlines
The finding in this section had mix reaction from different respondents who returned their
questionnaires. One thing that was clear is that most of them strongly agreed with the notion that
effective customer care is critical in the choice of an Airline company. For instance 55% of the
respondents argued that they would not prefer an Airline having poor customer care services.
5.2.2 Summary on the Consumers’ Current Perceptions of Air China’s Brand
The second section was centered toward the identifying the perceptions that flight consumers
have concerning Air China’s brand. Most respondents had a notion that Air China was a strong
Airline brand in China. This was evidenced by higher positive response rate concerning
effectiveness of services that Air China offers. For instance, 40% of the respondents concurs that
the terms for booking at Air China were necessary.
5.2.3 Summary on the Consumers’ Future Expectations of Services that Air China Delivers
According to the majority of 55% of the respondents, they expect that services that Air China
offers will continue to be competent and perfect. Secondly, over 50% of the respondents agreed
that future improvements in services will have a positive reputation for Air China’s brand. Most
respondents were more optimist that improved services will be automatic at Air China Company
at 50%.
5.2.4 Summary on Areas of Improvement that Consumers Recommend for Air China
Most respondents at 72% had an opinion that waiting room should be expanded and refurbished.
Their notion was that the waiting room should be expansive and accommodative to larger
number of customers seeking services from Air China’s brand. A higher number of respondents
42% had the opinion that employees working at Shanghai International Airport should undergo
continuous training to improve their level of competency and accountability.
5.3 Conclusions
Conclusions contained herein are based on the questionnaire findings and result from analysis.
5.3.1 Conclusion On the Main Criteria that Consumers Use to Choose Airlines
Based on the finding, the study concluded that most of the flight consumers use customer care as
the bottom-line for choosing the best Airline Company. The higher number of respondents who
supported this argument also noted that they would prefer a firm that listens to customers’
diverse needed through appropriate and elaborate customer services.
27

5.3.2 Conclusion on the Consumers’ Current Perceptions of Air China’s Brand
The paper concluded that most of the customers had positive perception on Air China’s brand.
The possibility of a higher positive perception for this brand relies on that fact that Air China is a
larger organization that can offer cutting edge services to its customers. Secondly, this firm is
protected and financed by the government of China thus giving it a boost and appeal among
domestic and international flight consumers.
5.3.3 Conclusion on the Consumers’ Future Expectations of Services that Air China
Delivers
In general, the report concluded that most flight consumers have a perception that Air China
Company will have automatic services such as booking and clearance in future. These services
are expected to boost the reputation of Air China’s brand among its current and potential
customers in future.
5.3.4 Conclusions on the Areas of Improvement that Consumers Recommend for Air China
Most respondents had a perception that training staff and expanding the waiting rooms were
major areas that needed improvement at Air China especially in Shanghai International Airport.
These improvements were critical for enhancing the capacity of the waiting room due to
increased demand for Air travels. Likewise, competent staffs were a critical requirement for safe
travel purposes.
5.4 Recommendations
The study gave the following recommendations regarding this study
5.4.1 Improving Customer Care
Airline companies should improve their activities of customer care in a bid to capture the
attention of more customers. For instance, Air China Company should employee more staff and
automates its customer care services to allow its customers chances to receive assistance
promptly. Once this firm improves the number of customer care service providers; it has a
chance to improve its customer share in the flight services.
5.4.2 Sustaining the Consumers current Positive Perception
Air China should take advantage of the fact that most flight consumers have a positive
perception of their services. The best way to sustain this perception is adequate marketing
through media such as televisions and radios that enhances the spread of information about Air
China to most potential and actual employees. Once its customers receive adequate information
about benefits of this firm, they would maintain loyalty to its services.
5.4.3 Use of Technology to provide convenient services
Customers that use Air China’s brand have a positive view that the firm will automate its services
and make it easier and convenient. Therefore, the management should ensure that they conduct
market analysis and understand future customer expectations and install software that can allow
them to deliver convenient flight services to their customers.
5.4 4 Expansion of the Runway and staff training
The management of Air China should ensure that they propose and expand the runways to
accommodate more the anticipated increase in the number of flight consumers in China.
Secondly, staff should undergo exchange programs and study how their fellows in other Airlines
28

such as Turkish Airline provide services. These chances would be essential for promotion of
positive reputation of Air China’s brand.
5.5 Suggestion for Further Studies
For further studies, some weaknesses were identified, which indicates some gap for further
research. This includes the same survey, but from the employees’ point of view. Others include
research on the issues of terms of employment that Air China offers to its staff including
remuneration and its effects on customer services at Air China. Secondly, factors hindering
service delivery from the management’s point of views in Air China’s brand should be studies to
enhance a proper understanding of factors for the success or decline of Airlines brands such as
Air China Company.
References
29

Ahmed, A. M., Zairi, G., & Almarri, K. J. (2016) ‘SWOT Analyses for Air China performances
and its experiences with quality.’ Benchmarking: The International Journal, 12(1/2), pp.
160-173.
Air China (2012) Air China Philosophy. [Online] Available at:
http://www.airchina.com.cn/en/about-us/philosophy.shtml> [Accessed 12 November
2012]
Albers, J., Koch, B., & Ruff, D. (2015) ‘Strategic alliance between airline and airport: theoretical
assessments and practical pieces of evidence.’ Air Transport Management, 12(2), pp. 49-
58.
Alderighi, T., Gaggero, A. H., & Piga, C. A. (2015) ‘The effects of code-share agreements on the
temporal profiles of airline fares.’ Policy and Practice, 79(6), pp. 42-54.
Alford, B. H., & Sherrell, D. D. (2016) ‘The roles of affects in consumer’s satisfactions
judgment of credence-based service.’ Business Research, 36(1), pp. 71-84.
Alon, I., Littrell, R. D., & Chan, A. G. (2009) ‘Branding in China: Global product strategy
alternatives.’ Multinational Business Review, 17(4), pp. 123-142.
Balachander, R., & Ghose, T. (2013) ‘Reciprocal spill-over’s effect: The strategic benefits of
brand extension.’ Marketing, 67(2), pp. 4-13.
Berens, G., Riel, C. F. V., & Bruggen, G. H. (2010) ‘Corporates’ association and consumer
product response: Moderating roles of corporate brands dominances.’ Marketing
Journal, 69(3), pp. 35-48.
Boehe, D. K., & Barin Cruz, D. (2010) ‘Corporate social responsibilities, product differentiation
strategies and performances.’ Business Ethics, 92(2), pp. 325-346.
Bok, R. (2015) ‘Airports on the moves? The policy mobility of Singapore Changi Airports at
home and abroad. Air Transport Studies, 52(14), pp. 272-274.
Bottomley, P. T., & Holden, S. F. (2012) ‘Do we know how a consumer evaluates brand
extension?’ Marketing Research, 37(4), pp. 494-500.
Brueckner, J. K., & Picard, P. M. (2013) ‘Airline alliances, carve-outs, and collusion.’ Review of
Network Economics, 12(2), pp. 213-227.
Buttle, D., & Burton, T. (2012) ‘Does service’s failures influence customers’ loyalties?’
Consumer Behaviour, 2(3), pp. 217-227.
Button, R. (2015) ‘Do the theories of the ‘cores’ explains why airlines failed to cover their long-
run cost?.’ Air Transport Management, 9(2), pp. 5-14.
Chen, G. (2016) ‘An organizational learning models based on Chinese management thought and
practices.’ Management Decision, 43(4), pp. 479-500.
Chen, Y. H., Hsu, T. C., & Lin, C. R. (2010) ‘Attribute that increases consumer’s purchase
intentions: The conjoint analyses.’ Business Research, 62(9), pp. 107-114.
30

Cronin, J. T., Brady, M. F., & Hult, G. T. B. (2013) ‘Assessment of the effect of quality, values,
and customer satisfactions on consumer intentions in service environment.’ Marketing
Journal, 76(3), pp. 193-218.
Fan, Y. (2006) ‘The globalization of Chinese brands.’ Marketing Intelligence & Planning, 24(4),
pp. 365-379.
Feenstra, R. D., & Kee, H. T. (2017) ‘Trade liberalisations and export varieties from China.’ The
Economics, 30(2), pp. 5-21.
Fritsch, B. G., & Chlebovský, K. (2017) ‘Marketing Strategies of Alliance Airliners.’ Air
Transport, 3(2), pp. 22-34.
Gayle, P. G., & Thomas, T. (2015) ‘Product quality effect of international airlines' alliances,
antitrust immunities, and domestic merging.’ Reviews of Network Economic, 14(2), pp.
45-74.
Gillen, T., & Lall, L. (2014) ‘Competitive advantages of low-cost carrier: some implication for
airports.’ Air Transport Management, 10(2), pp. 41-50.
Gursoy, D., Chen, M. Y., & Kim, H. R. (2015) ‘The US airlines’ relative positioning based on
attribute of service quality.’ Tourism Management, 25(1), pp. 57-67.
Hagmann, T., Semeijn, J., & Vellenga, D. V. (2015) ‘Exploring the green image of the airline:
Passenger perception and airline choices.’ Air Transportation Management, 43(4), pp.
38-46.
Harris, F., & Chernatony, P. (2011) ‘Corporate’s brandings and corporate brand performances.’’
Journal of Marketing, 34(3), pp. 441-456.
Harris, F., & De-Chernatony, G. (2011) ‘Corporate brandings and corporate brand
performances.’ Marketing, 35(4), pp. 441-456.
Holt, D. R. (2012) ‘Why do brand cause troubles? Consumer cultures and brandings.’ Consumer
Research, 29(1), pp. 70-90.
Johns, N., & Pine, T. (2012) ‘Consumer behaviours in service industries: a reviews.’ Journal of
Hospitality Management, 22(3), pp. 119-134.
Kimay, Y. P., & Lee, H. M. (2016) ‘Customers satisfaction using low cost carrier.’ Tourism
Management, 31(2), pp. 234-243.
Krishnan, B. G., & Hartline, M. K. (2011) ‘Brand equities: is it important in service delivery?.’
Services Marketing Journal, 15(4), pp. 328-342.
Liao, C., Palvia, D., & Lin, H. P. (2016) ‘The role of habit and quality in e-commerce.’
Information Management Journal, 24(6), pp. 469-483.
Liebhardt, D., Luetjens, F., & Gollnick, H. (2016) ‘Estimations of the market potentials for
supersonic airliner.’ Evolution in Air Transport, 4(2), pp. 31-47.
31

Martin Roll Company (2017) Air China- The Quintessential Chinese Brand. [Online] Available
at: https://martinroll.com/resources/articles/marketing/air-china-quintessential-chinese-
brand/> [Accessed 23 April 2017].
Merle, B., Chandon, J. L., Roux, E., & Alizon, R. (2010) ‘Perceived values of the mass‐
customized products and mass customization experiences for individual consumer.’
Operations Management, 19(5), pp. 503-514.
Pearson, J., Pitfield, D., & Ryley, T. (2015) ‘Intangible resource of competitive advantages:
Analyses of Asian airlines across three businesses' models.’ Air Transport's
Management, 47(4), pp. 177-188.
Rajagopalan, N., & Zhang, T. (2015) ‘Corporates governance reform in China’s businesses:
Challenge and opportunities.’ Business Horizons, 51(1), pp. 55-64.
Rao, V. R., Agarwal, M. G., & Dahlhoff, P. (2014) ‘How is manifested branding strategies
related to the intangible values of a corporations?.’ Marketing, 68(4), pp. 126-141.
Spreng, R. Y., Harrell, G. D., & Mackoy, R. P. (2015) ‘Service recoveries: impacts on
satisfaction and intention.’ Services Marketing, 9(1), pp. 15-23.
Srinivasan, S., Vanhuele, B., & Pauwels, L. (2010) ‘Mind-sets metric in market responses
model: Integrative approaches.’ Marketing Research, 47(3), pp. 672-684.
Tavakol, M., & Dennick, B. (2011) ‘Making senses of Cronbach's alpha.’ Journal of
Education, 2(3), pp. 53-72.
Teece, D. K (2014) ‘Business model, business strategies and innovations.’ Long ranges
Planning, 43(4), pp. 172-194.
Thompson, C. F., Rindfleisch, A., & Arsel, S. (2016) ‘Emotional brandings and the strategic
values of the brand images.’ Marketing Journal, 70(2), pp. 50-64.
Tuzuner, V. K., & Yuksel, C. H. (2009) ‘Segmenting Potential Employee According To Firm’s
employer Attractiveness: Employer Branding Concepts.’ Academic Research in
Economics 3(1), pp. 47-62.
Wangenheim, F. R., & Bayón, H. (2007) ‘Behavioural consequence of overbooking services
capacity.’ Journal of Marketing, 71(4), pp. 36-47.
Weiner, B. (2010) ‘Attribution thoughts about consumer behaviour.’ Consumer Research, 26(3),
pp. 382-387.
Wilder, K. N., Collier, J. K., & Barnes, D. R. (2014) ‘Tailoring to customer’ needs:
Understanding promotion of adaptive service experiences with frontline
employee.’ Service Research, 18(4), pp. 446-459.
32

Wood, L. (2010) ‘Brand and brand equities: definitions and management.’ Management
Decisions, 38(9), pp. 662-669.
Zhang, J., Cao, X. B., Du, W. B., & Cai, K. Q. (2010) ‘Evolution of Chinese airport.’ Statistical
Mechanics and its Applications, 389(18), pp. 393-393.
Zhang, Y., & Round, D. T. (2014) ‘Price war and price collusion in China's airline markets.’
Journal of Industrial Organization, 29(4), pp. 361-372.
Zott, C., & Amit, H. (2012) ‘The fits between services’ market strategies and businesses’
models: implication for firm performances.’ Strategic management, 29(2), pp. 1-26.
33

Appendix 1: Introduction Letters
Dear Respondent,
RE: ACADEMIC RESEARCH
My name is XXX,’ a student at XXX University. I am conducting a research for my Master’s
Degree in Marketing. The topic of this study is the relationship between consumers’ branding
activities and the choices for Airlines (A Case Study of Effectiveness of Branding in Air China
Company). The information provided during the study will be private and confidential and will
be used for research purposes only. Your assistance will be highly appreciated, Thank you.
Yours faithfully,
XXX {Full Name}
34

Appendix II: Questionnaires
Topic: The relationship between consumer branding and the choice for Airlines (A Case Study of
Effectiveness of Branding in Air China Company).
Instructions/guidelines
1. Put your answer(s) in the space provided.
2. In case of box tick [√] where applicable.
3. Any information given shall be treated with the highest degree of confidentiality.
PART 1: General Information
1. Name (Optional):______________________________________________________
2. Gender: Male Female
3. In what age group do you belong to?
Below 25 years 26 – 35 years
35 – 45 years over 45 years
4. Level of education.
Primary school Secondary school Tertiary level
PART 2
Section 1: To Examine Main Criteria that consumers use to choose Airlines
QUESTION Strongly
agree
agree Not
sure
disagree Strongly
disagree
1. Was the response time from customer care
relevant?
2. Can you say that without proper customer
care services you would not prefer an Airline
firm?
3. Is security a major concern in Air Travel that
needs adequate customer care?
4. Is the Response time from customer care in
Airlines important for customer choice?
5. Do you regret have encountered ineffective
customer care in the airport?
Section II: To find out consumers’ current perception of Air China’s brand
35

Questions Strongly
agree
agree Not
sure
disagree Strongly
disagree
6. Have you ever benefited from the services
that Air China offers?
7. Were the terms for booking flight services
necessary?
8. Is the process and time involved in
booking services reasonable?
9. Can you say Air China has a reliable
booking service currently?
10. Do you regret for using Air China’s
brand?
Section III: To Establish Consumers future expectations of services that Air China
delivers?
QUESTIONS Strongly
agree
agree Not
sure
disagree Strongly
disagree
11. Have you ever thought of receiving
improved services in Air China in
future?
12. Would the services be relevant to
your expectations of light improvements
in future?
13. Do you think that future
improvement in service delivery will
have positive impact on Air China’s
reputation?
14. Do you think that future changes in
service delivery at Air China will be
sustainable?
15. Are you looking forward to more
improvement in service delivery at Air
China Company?
36

Section IV: To establish the actual areas that consumers prefer for improvement in Air
China
QUESTIONS Strongly
agree
agree Not
sure
disagree Strongly
disagree
16. Are you of the opinion that the
lounge should be furnished in future?
17. Do think continuous training is
critical for the staff at the Airport?
18. Do you think its appropriate to
expand the runways that Air China
uses?
19. Do you regret that future
improvements might not be done at Air
China?
37

Relationshio between consumer branding and choice for airlines

Recommended

Recommended

More Related Content

What's hot

What's hot (17)

Similar to Relationshio between consumer branding and choice for airlines

Similar to Relationshio between consumer branding and choice for airlines (20)

More from festus mwangi

More from festus mwangi (6)

Recently uploaded

Recently uploaded (20)

Relationshio between consumer branding and choice for airlines