“P-People”

Abstract

From the price mechanism of low-cost airlines to the intense promotion process, low-cost airlines overcome cost reductions towards ticket prices that influence customer intention to fly with this airline business model. Hence, low-cost airlines firmly intend to use ancillary products and services that approach passengers, including seat selection, baggage service, priority pass, food and beverage, and in-flight entertainment. Therefore, this paper focuses on the theoretical concept of ancillary products and services of low-cost airlines and the review of the passenger perspective regarding this value-added from people service based on marketing mix in this competitive market of low-cost airlines. This research aims to propose the marketing mix approach, which focuses on people that generate service value-added in ancillary.