The Image Value of Southeast Asia Airlines

Abstract

The Southeast Asia airline is one of the most well-known in the aviation industry where airlines represent unique culture for the value-added service standard to customers. Through the means-end theory method, the purpose of this study is to explore the value that passengers create in the decision making on Southeast Asia airlines that would result in understanding the attribute and structure of choosing Southeast Asia airlines. This study aimed to (1) investigate customer attributes in choosing Southeast Asia airlines, (2) understand the crucial value-added characteristic of Southeast Asia airlines, and (3) contribute a value-added framework for Southeast Asia airline passengers. The qualitative method is administered in this study. The interview is conducted in an interview from the mean-end-chain of the passenger. The analysis results in the expression of passenger attributes, consequences, and value of the Southeast Asia airlines and the contributions of the new framework of passenger added value.