Investigating the Effectiveness of Repositioning Strategies: The Customers’ Perspective

ABSTRACT

An effective repositioning means the target customers have developed a positive and favorable perception of the altered product offerings and satisfied with service delivery. Passengers of an Australian carrier were surveyed to determine whether its repositioning strategies have been effective. The findings reveal that passengers define product characteristics differently from industry and academia, resulting in a knowledge discrepancy, which in turn has a significant impact on the formulation of positive and favorable perception and satisfaction. We suggest an effective repositioning lies in managing consumers' knowledge strategically to minimize the knowledge gap.

KEYWORDS:

• Repositioning
• customer perception
• customer knowledge management
• airlines

Additional information

Notes on contributors

Chrystal Zhang

Chrystal Zhang, PhD, is Senior Lecturer, Department of Aviation, Faculty of Science, Engineering and Technology, Swinburne University of Technology, John Street, Hawthorn, Melbourne 3122, Australia (E-mail: [email protected]).

Yi Hsin Lin

Yi Hsin Lin, PhD, is Associate Professor, Department of Leisure and Recreation Management, Asia University, No. 500, Lioufeng Rd, Wufeng, Taichung City 41354, Taiwan (E-mail: [email protected]).

David G. Newman

David G. Newman, PhD, is Associate Professor, Aviation Medicine Unit, School of Public Health and Preventive Medicine, Monash University, Melbourne 3004, Australia (E-mail: [email protected]).