Presentation of a Model to Optimizing a Beverage for Iranian Airlines Customers with Penalty Analysis

Subject Areas : Industrial Management

Alireza Fayazi ¹ , Abdullah Naami ² , Reza Aghamusa ³

1 - Business Management, Group, Management Faculty of Islamic Azad University, South Tehran branch, Iran
2 - Business Management, Group, Management Faculty of Islamic Azad University, South Tehran branch, Iran
3 - Business Management Group, Management Faculty, Islamic Azad University, South Tehran branch, Iran

Received: 2020-10-11 Accepted : 2020-12-07 Published : 2020-12-07

Keywords: Airline, Product Optimization, Penalty Analysis, JAR Scale, Beverage,

Abstract :

The competitive nature of the air transport industry has made it a high priority for customer satisfaction. Providing the right services in the airline is also a key factor in customer satisfaction. The main part of the service is the in-flight service, which is one of the most important features of drinks and food. Therefore, the purpose of this study is to present a beverage product optimization model for Iranian Airlines customers. Accordingly, in this study, the basic product presented in order to extract the features that from the customer's point of view need fixing or modification was evaluated with the central test product approach. For this purpose, 130 judges over 10 years old with long-range flight experience were first selected. After testing the product, they expressed their views on 13 Jar-type product characteristics and overall product interest in the questionnaire. . Then the data were analyzed by Fine Analysis method using XLSTAT software. The results show that the characteristics of pickling, concentration and carbonation are out of reach of the customers and should be improved. The research findings help the research and development unit of the beverage company to finalize the optimum product that is in line with market preferences and customization by manipulating the compounds and tailoring these three characteristics; and, thus, Iranian airlines gain the competitive advantage through serving it

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