The main purpose of this dissertation is to investigate how Public Relations
are currently used as a communication tool within the UK budget airline industry, and how the student segment in the UK corresponds to these measures. To gain a holistic understanding of the topic, facts on the UK air transport market are introduced briefly, with a special regard to the two leading budget airlines, Ryanair and EasyJet. Furthermore, the importance of PR for the airline industry is addressed and the research aims defined.
To provide the theoretical background for the conducted research, chapter two focuses on scientific theory, highlighting the areas of Public Relations, Consumer Behaviour and Budget Airlines in particular. By choosing the deductive research approach, nine hypotheses could be developed to contribute to the overall aims and build a basis for the primary research. The latter is an online survey, using the convenient sampling method among the student body of Edinburgh Napier University. Results of the primary research are analysed using SPSS statistical software, conducting frequency distributions, descriptive statistics and chi-square tests.
With regards to the main findings it may be said that price is the most crucial decision factor and thus the strongest communication tool. In addition, there is a shift of recognized communication efforts, away from classic channels as TV or direct mail and towards the corporate homepage and E-Mails, which may be used in a low frequency as to not be perceived as disturbing. All in all, price seems to be more important than service, at least within the student segment. Beside that, the reputation of an airline seems to be important to the respondents, which underlines the need for proper communication efforts. In respect of the limitations and options for further research, there is room to repeat the study with a larger group of participants who are all born and raised in the UK to gain more detailed results. The use of E-Mail in terms of content and frequency might be the most interesting field for future research, as the Internet will be the communication tool of the future.
Table of Contents
1. Introduction
1.1 The UK Air Transport Market
1.1.1 Ryanair
1.1.2 EasyJet
1.2 PR in the Airline Industry
1.3 Research Aims
2. Literature Review
2.1 Public Relations
2.2 Consumer Behaviour
2.3 Budget Airlines
3. Methodology
3.1 Research Approach and Hypotheses
3.2 Research Method
3.2.1 Data Collection and Tool Design
3.2.2 Tool Pilot Phase
3.3 Sample Structure
3.4 Analysis
3.5 Limitations
4. Findings & Discussion
4.1 Respondent Profile
4.2 Findings
4.2.1 PR and Decision Making
4.2.2 PR as a Communication Tool
4.2.3 PR Perception in the Student Segment
4.2.4 Marketing of Services
4.2.5 Airline Selection Factors
4.3 Summary of Findings
5. Conclusion & Research Implications
Research Objectives and Focus
The dissertation aims to investigate the current usage of Public Relations (PR) as a communication tool within the UK budget airline industry and assess how the student segment responds to these measures, with a specific focus on the decision-making process and communication channel effectiveness.
- Evaluating the influence of PR on consumer decision-making.
- Analyzing the perception of PR tools among students.
- Comparing booking behaviors and preference for online channels.
- Identifying key airline selection factors for students.
Excerpt from the Book
1.2 PR in the Airline Industry
The field of PR gains increasing importance (Pelsmacker et al., 2010) in today’s working environment. With the background of an economic crisis, companies need to be aware of their communications mix and push their marketing measures to stay in and enhance their business. Furthermore, good media relations can positively influence a company’s public image and should be desirable, as this is a marketing channel, which does not cause additional budget constraints. With a regard to budget airlines, it is thus of interest to investigate what the customers’ perception of the company’s PR efforts is.
PR is an important tool within the promotional mix. It is a framework, which is applied to achieve tactical competitive advantage. Especially the two previously introduced key players in the UK LCC market, RA and EJ, distinguish themselves with unusual and conspicuous PR measures, such as using e.g. unusually informal language in their press conferences, or trying to insult one another in their advertising campaigns. It is the desire of being different -not necessarily being better- that seems to drive the companies’ PR efforts. Communication in the highly competitive LCC market means a daily fight for customers, most often using its utmost powerful tool: the low ticket price.
Summary of Chapters
1. Introduction: This chapter outlines the background of the UK air transport market, introduces key budget carriers Ryanair and EasyJet, and defines the research aims.
2. Literature Review: This section provides a theoretical framework covering Public Relations, Consumer Behaviour, and the specific dynamics of the Budget Airline industry.
3. Methodology: This chapter details the research design, including the deductive approach, the use of an online survey for data collection, and the analytical framework using SPSS.
4. Findings & Discussion: This section presents the empirical results of the survey, validates the research hypotheses, and discusses findings regarding price sensitivity and communication channel effectiveness.
5. Conclusion & Research Implications: This chapter synthesizes the main findings, offers practical implications for industry professionals, and suggests directions for future research.
Keywords
Public Relations, PR, Budget Airlines, Low Cost Carrier, LCC, Consumer Behaviour, Airline Marketing, Online Booking, Student Segment, Communication Tools, UK Air Transport, Price Sensitivity, Brand Reputation, Service Value, Digital Marketing.
Frequently Asked Questions
What is the primary focus of this dissertation?
The study investigates the role of Public Relations as a communication tool within the UK budget airline sector and specifically evaluates the responses and perceptions of the student demographic.
Which airlines are central to the study?
The research focuses on the two dominant low-cost carriers in the UK: Ryanair and EasyJet.
What is the core research question?
The research explores how PR measures are currently utilized by budget airlines and how these align with the decision-making processes and preferences of UK university students.
Which methodology does the author apply?
The author employs a quantitative research approach, utilizing a deductive method and an online survey as the primary data collection tool.
What does the main body cover?
The main body reviews existing literature on PR and consumer behavior, explains the research methodology, and analyzes survey results regarding price factors, booking tools, and communication perceptions.
Which keywords define this research?
Key terms include Public Relations, Budget Airlines, Consumer Behaviour, Low Cost Carriers, and digital communication strategies.
How important is price versus service for student travelers?
The study finds that price is the most crucial factor for decision-making among students, often outweighing considerations of service quality.
Are classic PR channels still effective for students?
No, the findings indicate a significant shift away from traditional channels like TV and direct mail toward the corporate website and online newsletters.
Does entertaining communication affect purchase intent?
Interestingly, the research concludes that entertainment-focused communication does not significantly influence the purchase decision for this segment.
How is loyalty managed in the budget airline sector?
The study suggests that price remains a dominant driver of loyalty, and while loyalty programs exist, they are primarily utilized by frequent flyers rather than the average student traveler.
- Citation du texte
- Matthias Schimmel (Auteur), 2011, The Impact of PR as a Communication Tool of U.K. Budget Airlines, Munich, GRIN Verlag, https://www.grin.com/document/232912
