Ценностное предложение российских авиакомпаний: драйверы и направления трансформации
DOI:
https://doi.org/10.21638/spbu18.2020.403Аннотация
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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Библиографические ссылки
ЛИТЕРАТУРА НА РУССКОМ ЯЗЫКЕ
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Опубликован
10.03.2021
Как цитировать
Филинов, Н. Б., & Фокеев, М. А. (2021). Ценностное предложение российских авиакомпаний: драйверы и направления трансформации. Российский журнал менеджмента, 18(4), 525–550. https://doi.org/10.21638/spbu18.2020.403
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Раздел
Теоретические и эмпирические исследования
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Статьи журнала «Российский журнал менеджмента» находятся в открытом доступе и распространяются в соответствии с условиями Лицензионного Договора с Санкт-Петербургским государственным университетом, который бесплатно предоставляет авторам неограниченное распространение и самостоятельное архивирование.
