Ценностное предложение российских авиакомпаний: драйверы и направления трансформации

Николай Борисович Филинов; Максим Александрович Фокеев

doi:10.21638/spbu18.2020.403

Николай Борисович Филинов Высшая школа бизнеса, Национальный исследовательский университет «Высшая школа экономики», Россия
Максим Александрович Фокеев Высшая школа бизнеса, Национальный исследовательский университет «Высшая школа экономики», Россия https://orcid.org/0000-0003-0792-839X

DOI: https://doi.org/10.21638/spbu18.2020.403

Аннотация

Отрасль пассажирских авиаперевозок является одной из наиболее пострадавших в результате антикоронавирусных ограничений, и ее посткризисное восстановление будет происходить в условиях изменений потребительского поведения и, следовательно, конфигурации ценностного предложения. Подобные трансформации ценностного предложения уже наблюдались в прошлом. Поэтому анализ текущей ситуации невозможен без рассмотрения эволюции ценностного предложения авиакомпаний в течение последних 30–40 лет. В работе на основании систематического обзора литературы определены направления развития ценностного предложения авиакомпаний. Эмпирическое исследование рынка внутрироссийских пассажирских авиаперевозок состояло из двух этапов. На первом этапе методом кейс-исследования определены направления посткризисного развития ценностного предложения перевозчиков. На втором этапе проведен опрос 808 пассажиров, который показал восприятие подобных изменений и их значимость при выборе авиакомпании. Эмпирические результаты демонстрируют переход авиакомпаний к расширению перечня доступных пассажиру услуг, что позволяет привлекать новые группы пассажиров и повышать их лояльность. С точки зрения пассажира, подобное расширение дифференцирует перевозчиков и одновременно усложняет потребительский выбор.

Ключевые слова:

Ценностное предложение авиакомпаний, факторы потребительского выбора авиакомпаний, российский рынок авиаперевозок, стратегии кастомизации ценностного предложения

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Литература

ЛИТЕРАТУРА НА РУССКОМ ЯЗЫКЕ

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