Title: A Case Study of Spring Airlines’ International Market Expansion Based on the International Business Strategy Theory
Author: Yu Jiali
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.1929-1940) Proceedings PDF
Abstract
The global expansion of low-cost carriers (LCCs) has brought significant challenges and opportunities for airlines like Spring Airlines, which seeks to increase its international market share. The objective of this study was to examine the relationships between market entry mode, competitive pricing strategy, customer service quality, and Spring Airlines’ international market share. The research specifically investigated how these factors contribute to the airline’s success in expanding into international markets.
This study adopted the quantitative research method. Data were collected through a structured questionnaire distributed to 550 international passengers, with 450 valid responses analyzed. Stratified random sampling was used to ensure a diverse and representative sample from various regions. The data were analyzed using descriptive and inferential statistics, including regression analysis, to test the relationships between the independent variables: market entry mode, competitive pricing strategy, and customer service quality, and the dependent variable: international market share.
The findings indicate that all three factors significantly influence Spring Airlines’ international market share. Competitive pricing strategy emerged as the strongest predictor, highlighting the importance of maintaining low fares to attract price-sensitive customers. Market entry mode also significantly contributed to international success, with strategic partnerships and alliances playing a key role in navigating complex international markets. Customer service quality, though slightly less influential than pricing, was found to have a substantial impact on customer retention and long-term market share growth.
In conclusion, the study demonstrates that a combination of competitive pricing, well-planned market entry strategies, and consistent service quality is essential for Spring Airlines to maintain and grow its international market share. The research recommends that Spring Airlines continue focusing on cost-effective pricing, strengthen its market entry partnerships, and invest in service improvements to ensure sustainable international growth. Further research may explore the impact of technological innovation and regulatory environments on the airline’s global operations.
Keywords: market entry mode, competitive pricing strategy, customer service quality, international market share
A Case Study of Spring Airlines’ International Market Expansion Based on the International Business Strategy Theory /
6517195006 Yu Jiali 2567 (2024) A Case Study of Spring Airlines’ International Market Expansion Based on the International Business Strategy Theory สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University