Extended-duration Services Evaluation: an Exploratory Study

There is a lack of research and literature concerned with services which are produced and delivered over substantial, sustained time periods. The growing Leisure Air Travel industry has a major component of extended–duration product (long-haul flights). In the existing literature, there is little or no distinction made between leisure and business travellers regarding their motivation and expectations, the duration of the service encounters and the travellers’ evaluation of the service. The authors propose that leisure and business travellers have distinct and differing motives for travelling which affect their service evaluation. The individual consumers’ characteristics, combined with industry conditions and the complex product component, mean that measuring consumer satisfaction, with leisure air travel, in a useful way is problematic. The authors suggest that a major part of the complexity of the product is that leisure air travel is a high-involvement, high-affect, extended service. In June 2000 and February 2001, exploratory research in the form of focus groups conducted using a total of 110 passengers from a United Kingdom leisure airline, revealed several important criteria used by consumers when evaluating service provision. The criteria are grouped into six factors: Hygiene, Service/Empathy, Psychological, Temporal, Personal Characteristics, and Situation Specifics. A new model for examining the relationships between the factors, the airline and satisfaction evaluation is proposed.