Consumerisation - passengers toting their tablets, laptops, smartphones and e-readers on planes - has forced airlines to re-think. Should they continue to invest heavily in Inflight Entertainment (IFE) hardware, or concentrate on offering WIFI and power in the cabin? This paper defines IFE from a consumer perspective. Several consumer satisfaction methodologies were evaluated and the Kano approach chosen. The latter categorises alternatives of a product or service, in this case IFE, in must-be, attractive and indifferent elements. A for Europe representative online survey revealed movies and power to be must, TV and WIFI to be attractive and the rest, e-books, music, games and duty free onboard, to be indifferent elements of IFE. The majority of people indicated they would pay for movies and WIFI but not for power supply, TV or other content. Differently said, content-wise passengers only insisted in the supply of movies, for the rest they expected the airline to provide Internet and power so they could get the content themselves. Further, the author analysed sub-groups, people within the sample with mutual characteristics like gender, travel frequency or ownership of smart devices. So is music on a plane a must for women and owners of iPhones are more willing to pay for apps than others. Overall, country of residence, travel purpose (leisure or business) and flight duration (long vs. short haul) were the greatest dividers regarding IFE requirements. To answer the core question of how a future IFE should look, the author in argues that consumerisation means an enormous potential for airlines.
Inhaltsverzeichnis (Table of Contents)
- 1. INTRODUCTION
- 1.1. Topic
- 1.2. Goal And Research Questions
- 2. LIMITATIONS
- 2.1. Focus Commercial And Cultural Barrier
- 2.2. Focus Europe
- 3. RESEARCH
- 3.1. Quantitative Survey
- 3.1.1. Kano Methodology
- 3.1.2. Online Methodology
- 3.1.3. Sample Size
- 3.1.4. Online Questionnaire
- 3.2. Qualitative Research
- 3.2.1. Methodology
- 3.2.2. Semi-structured Questionnaire
- 4. ANALYSIS QUANTITATIVE SURVEY
- 4.1. Demographics, Habits, Devices
- 4.2. Sub-Groups
- 4.3. Kano Matrix
- 4.3.1. Kano Matrix Of Whole Sample
- 4.3.2. Kano Matrix Per Sub-Group
- 4.3.3. Kano Analysis Of Each Alternative
- 4.4. Willingness to Pay
- 4.4.1. Willingness To Pay Of Whole Sample
- 4.4.2. Willingness To Pay Per Sub-Group
- 4.5. Key Findings Of Kano Analysis And Payment Willingness Analysis
- 5. ANALYSIS QUALITATIVE RESEARCH
- 5.1. Avianca Airlines
- 5.2. Swiss Airlines
- 6. CONCLUSION: A FUTURE IFE APPROACH
- 6.1. Current IFE Position Of Airlines
- 6.2. IFE Expectations By Passengers
- 6.3. IFE Future Model: Consumer Centric
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The objective of this paper is to determine the optimal future approach to inflight entertainment (IFE) in Europe, considering passenger expectations. The research utilizes a mixed-methods approach, combining quantitative surveys with qualitative interviews to understand the needs and preferences of air travelers.
- Passenger expectations regarding IFE features and services.
- The impact of consumer-owned devices (tablets, smartphones, etc.) on IFE provision.
- The potential for a consumer-centric IFE model in Europe.
- Comparison of IFE offerings across different airlines and regions.
- The role of technology in shaping the future of IFE.
Zusammenfassung der Kapitel (Chapter Summaries)
1. INTRODUCTION: This introductory chapter sets the stage for the research by outlining the topic and research questions. It addresses the changing landscape of inflight entertainment due to the increasing prevalence of personal electronic devices among passengers, questioning the traditional approach to IFE provision. The chapter introduces the concept of consumerization and its implications for airlines. The limitations of the study are also outlined, focusing specifically on the European context and the commercial and cultural barriers encountered. The need for a consumer-centric approach to IFE is established as a driving force for the entire research.
2. LIMITATIONS: This chapter details the limitations of the research, explaining the primary focus on the commercial and cultural barriers within the European context. It highlights why Europe lags behind other regions (Asia and the USA) in IFE development, emphasizing the lack of widespread in-flight Wi-Fi and advanced features like live TV compared to other markets. This section justifies the study's regional focus and scope, setting realistic expectations about the generalizability of the findings.
3. RESEARCH: This chapter describes the research methodology employed in the study, detailing both the quantitative and qualitative research methods. It outlines the use of the Kano model for the quantitative survey to categorize IFE features into must-be, attractive, and indifferent categories. The online survey methodology, sample size, and the design of both the quantitative and qualitative questionnaires are all explained in detail, providing a transparent account of data collection methods. The chapter establishes the robust foundation of the data collection strategy underpinning the research findings.
4. ANALYSIS QUANTITATIVE SURVEY: This chapter presents the results of the quantitative analysis. It breaks down demographic information, travel habits, and device ownership of the survey participants. This section explores how the results of the Kano analysis are used to classify the importance of various IFE features (movies, Wi-Fi, power, TV etc.) and analyze willingness to pay for these offerings. Key findings across different sub-groups (gender, travel frequency, device ownership, etc.) are highlighted and compared, revealing significant variations in IFE preferences. The chapter thoroughly examines the interplay of demographic and behavioral characteristics with IFE preferences, building a rich picture of consumer expectations.
5. ANALYSIS QUALITATIVE RESEARCH: This chapter focuses on the analysis of the qualitative data gathered through interviews with representatives from Avianca and Swiss Airlines. The chapter provides insights into the airlines' perspectives on current IFE strategies, potential future models, and the challenges faced in adapting to passenger expectations. Comparing and contrasting the viewpoints of these two diverse airlines enriches the understanding of IFE provision and its impact on overall passenger experience and airline strategy. The in-depth qualitative analysis adds valuable context to the quantitative findings presented in previous chapters.
Schlüsselwörter (Keywords)
Inflight Entertainment (IFE), Consumerization, Passenger Expectations, Kano Model, Online Survey, Qualitative Interviews, Airline Entertainment, Wi-Fi, Mobile Devices, Europe, Consumer-Centric Approach, Customization, Marketing, Travel Value Chain.
Frequently Asked Questions: A Comprehensive Language Preview of Inflight Entertainment (IFE) in Europe
What is the main topic of this research?
This research focuses on determining the optimal future approach to inflight entertainment (IFE) in Europe, considering passenger expectations. It investigates how passenger preferences and the increasing use of personal electronic devices are changing the landscape of IFE.
What research methods were used?
The study employs a mixed-methods approach, combining quantitative surveys (using the Kano methodology and online questionnaires) with qualitative interviews. This allows for a comprehensive understanding of both the broad trends and the nuanced perspectives of air travelers.
What are the key themes explored in the research?
Key themes include passenger expectations regarding IFE features and services, the impact of consumer-owned devices, the potential for a consumer-centric IFE model in Europe, a comparison of IFE offerings across airlines, and the role of technology in shaping the future of IFE.
What are the limitations of the study?
The study primarily focuses on the European context and acknowledges the commercial and cultural barriers that might limit the generalizability of findings to other regions. The research highlights Europe's lag in IFE development compared to regions like Asia and the USA, particularly concerning widespread in-flight Wi-Fi and advanced features.
How was the quantitative data analyzed?
The quantitative data analysis includes demographic information, travel habits, device ownership, and the application of the Kano model to categorize IFE features based on passenger preferences. Willingness to pay for different IFE features is also analyzed, both for the whole sample and various sub-groups.
What qualitative research was conducted?
Qualitative research involved semi-structured interviews with representatives from Avianca and Swiss Airlines. This provided insights into airline perspectives on current IFE strategies, potential future models, and challenges in adapting to passenger expectations.
What are the key findings of the Kano analysis and payment willingness analysis?
The Kano analysis and willingness-to-pay analysis reveal significant variations in IFE preferences across different sub-groups (based on factors like gender, travel frequency, and device ownership). This highlights the importance of considering diverse passenger needs when developing future IFE strategies.
What is the proposed future approach to IFE?
The research proposes a consumer-centric IFE model, recognizing the increasing importance of passenger preferences and the prevalence of personal electronic devices. This model emphasizes customization and personalization to meet individual traveler needs.
What are the key words associated with this research?
Key words include Inflight Entertainment (IFE), Consumerization, Passenger Expectations, Kano Model, Online Survey, Qualitative Interviews, Airline Entertainment, Wi-Fi, Mobile Devices, Europe, Consumer-Centric Approach, Customization, Marketing, and Travel Value Chain.
Where can I find more details about the methodology?
The research details are thoroughly explained in Chapter 3 ("RESEARCH"), outlining the quantitative survey methodology (including the Kano model and online questionnaire), and the qualitative research methodology (including semi-structured interviews).
What are the chapter summaries?
Each chapter (Introduction, Limitations, Research, Analysis of Quantitative Survey, Analysis of Qualitative Research, and Conclusion) has a dedicated summary providing a concise overview of its contents and findings.
How do the findings from the quantitative and qualitative research complement each other?
The quantitative data provides broad trends and statistical insights into passenger preferences, while the qualitative data offers in-depth understanding of airline perspectives and the contextual factors influencing IFE provision. Together, they provide a comprehensive and nuanced view of the topic.
- Citation du texte
- Jasmin Schawalder (Auteur), 2013, The future of inflight entertainment in Europe, according to passenger expectations, Munich, GRIN Verlag, https://www.grin.com/document/268876
