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Title: Achieving the balance between service quality and price
Keywords: customer value, consumer behavior, airlines
Issue Date: 16-Feb-2006
Citation: CAO CHAOLAN (2006-02-16). Achieving the balance between service quality and price. ScholarBank@NUS Repository.
Abstract: Quality and price are considered as two important elements of marketing mix. It was believed that the higher quality is, the higher customer satisfaction is and thus the higher purchase intention is. However, it was also accepted that price was a motivator for customersa?? buying decision making. Recently, value which is to achieve the balance between service quality and price attracts more attention in research world, since it seems that customers put more emphasis on value when making buying decisions. Nonetheless, among quality, value and price, which element, that customers value more for their buying decisions remains untouched. Through a survey and the used of MANOVA and ANOVA, this paper investigates this important issue and factors that influence the decision by consumers that could help companies to develop a proper marketing strategy.
Appears in Collections:Master's Theses (Open)

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