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Análise dos determinantes do fenómeno low-cost nos transportes aéreos em Portugal: tendência natural ou necessidade emergente dos mercados/consumidores?
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Advisor(s)
Abstract(s)
O setor aéreo sempre foi conhecido pela sua luta continua, ou seja, cortar custos, gerir
necessidades dos clientes, acompanhamento de requisitos de qualidade e segurança,
enquanto mantem os serviços e satisfaz as necessidades de vários grupos de clientes. A
indústria volátil torna desafiador para as transportadoras encontrar um equilíbrio entre
fornecer serviços de alta qualidade para os clientes, mantendo os custos baixos. Diferentes
modelos de negócios têm sido testados, com as Low-Cost tentando eliminar gradualmente a
maioria dos serviços, deixando apenas o básico. No entanto, os serviços permanecem como
uma pedra angular do transporte aéreo e da lucratividade de uma companhia aérea que
depende de que tipo de serviços é prestado e de quão bem prestam para manter os seus
clientes satisfeitos.
O objetivo deste estudo consiste em identificar os determinantes do fenómeno low-cost em
Portugal, isto é, em que medida é que estamos perante uma tendência natural, face a hábitos
comportamentais ou a necessidade emergente dos mercados / consumidores, ou uma
resposta a um contexto de retração económica. Na prossecução deste objetivo procurar-seá, também, identificar quais os fatores que contribuem para o sucesso na redução radical de
custos. Assim, partindo desta problemática, a pergunta de partida, sobre a qual assenta a
pesquisa, desdobra-se em duas questões essenciais: será o fenómeno low-cost no setor da
aviação civil em Portugal uma conjuntura, ou constrangimentos observados no contexto da
indústria e qual o papel do consumidor? Na resposta às questões que orientam o presente
estudo, a contrastar com os achados na literatura, recorreu-se a um estudo exploratório e a
uma abordagem metodológica de natureza quantitativa. Para a recolha de dados foi utilizado
como instrumento um questionário online semiestruturado.
The airline industry has always been known for its continuous struggle, that is, cutting costs, managing customer needs, monitoring quality and safety requirements, while maintaining services and meeting the needs of various groups of customers. The volatile industry makes it challenging for carriers to strike a balance between providing high-quality services to customers while keeping costs low. Different business models have been tested, with LLCs trying to phase out most services, leaving only the basics. However, services remain a cornerstone of air transport and the profitability of an airline that depends on what kind of services are provided and how well they are doing to keep their customers happy. The objective of this study is to identify the determinants of the low-cost phenomenon in Portugal, that is, the extent to which we are facing a natural trend, in the face of behavioral habits or the emerging needs of markets / consumers, or a response to a context economic downturn. In pursuit of this objective, we will also seek to identify which factors contribute to the success in the radical reduction of costs. Thus, starting from this problem, the starting question, on which the research is based, unfolds in two essential questions: will the lowcost phenomenon in the civil aviation sector in Portugal be a conjuncture, or constraints observed in the context of the industry and what is the consumer's role? In response to the questions that guide the present study, in contrast to the findings in the literature, an exploratory study and a quantitative methodological approach were used. For data collection, a semi-structured online questionnaire was used as an instrument.
The airline industry has always been known for its continuous struggle, that is, cutting costs, managing customer needs, monitoring quality and safety requirements, while maintaining services and meeting the needs of various groups of customers. The volatile industry makes it challenging for carriers to strike a balance between providing high-quality services to customers while keeping costs low. Different business models have been tested, with LLCs trying to phase out most services, leaving only the basics. However, services remain a cornerstone of air transport and the profitability of an airline that depends on what kind of services are provided and how well they are doing to keep their customers happy. The objective of this study is to identify the determinants of the low-cost phenomenon in Portugal, that is, the extent to which we are facing a natural trend, in the face of behavioral habits or the emerging needs of markets / consumers, or a response to a context economic downturn. In pursuit of this objective, we will also seek to identify which factors contribute to the success in the radical reduction of costs. Thus, starting from this problem, the starting question, on which the research is based, unfolds in two essential questions: will the lowcost phenomenon in the civil aviation sector in Portugal be a conjuncture, or constraints observed in the context of the industry and what is the consumer's role? In response to the questions that guide the present study, in contrast to the findings in the literature, an exploratory study and a quantitative methodological approach were used. For data collection, a semi-structured online questionnaire was used as an instrument.
Description
Keywords
Transporte aéreo Companhia aérea low-cost Estratégias Preços Comportamento do consumidor Mercados Qualidade do serviço Fidelização Portugal Low-cost company Price strategy Consumer behavior Quality Loyalty Services
Pedagogical Context
Citation
Oliveira, Marcelo - Análise dos determinantes do fenómeno low-cost nos transportes aéreos em Portugal [Em linha]: tendência natural ou necessidade emergente dos mercados/consumidores? [S.l.]: [s.n.], 2020. 110 p.