Consumer perceptions and behavior: Neglected Dimensions in Research on Strategic Airline Alliances

Karin Weber

Research output: Journal article publicationJournal articleAcademic researchpeer-review

14 Citations (Scopus)


The primary objective of this article is to highlight the importance of consumer perceptions in strategic airline alliance settings. Previous research on strategic alliances, both in the service and manufacturing sector, has mainly focused on issues relating to the organization. Consumer perceptions have generally been ignored-in view of the pivotal role of the consumer in service settings a surprising neglect. The paper focuses on the airline industry, an industry with a high service element, to illustrate how positive results eventuating for partners in a strategic alliance may cover slow shifts in consumer attitudes, and behavior. If not carefully monitored, these shifts may adversely affect performance measures of individual alliancepartners in the long-term.
Original languageEnglish
Pages (from-to)27-45
Number of pages19
JournalJournal of Travel and Tourism Marketing
Issue number4
Publication statusPublished - 15 Apr 2003


  • Airlines
  • Consumer perceptions
  • Services marketing
  • Strategic alliances

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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