A Case Study of Malaysian Airline System (Mas)

• 발행기관: 세계문화관광학회
• 저자명: Mohd Zulkeflee Bin Abd Razak Azleen Ilias Mohd Rushdan Yasoa’
• 간행물 정보: 『Conference Proceedings』9th International Joint World Cultural Tourism Conference 2008, 359~368쪽, 전체 10쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2008.11.30

영문 초록

To be difference is unique and to be unique is creating a value. A value is what you get considered as a return or benefits that can only be evaluated once you consumed or patronized a visible or an invisible item or action. Differentiation is defined as the process of adding a set of meaningful and valued differences to distinguish the company's offering from competitors' offerings (Kotler, 2003, p. 315). The created value as obtain from being difference is to enhance the standard, performance review and establishment of one's company. Therefore it's important to strategize company's differences in boosting up the profit, achievement and acknowledgement. The purpose of the case study is to review and evaluate Malaysian Airline Systems' website by applying Seven Unique Differentiation Strategies to Online Businesses (site environment! atmospherics, making the intangible tangible, building trust, efficiency and timely order processing, pricing, CRM and enhancing the experience). In this study, qualitative data from Malaysian Airline Systems' website was analyzed and discussed through proposed concise list of Seven Unique Differentiation Strategies to Online Businesses by Strauss J., El-Ansary A., and Frost R. (2006). The study is expected to improve the differentiation of organization's image and service information availability and accessibility on the Web in future. Finally, the data was discussed and recommendations are made for future purposes.

목차

ABSTRACT

Introduction

Literature Review

Methodology

Analysis and Discussion

References

Conclusion and Recommendation

키워드

Differentiation Strategy Online Business Web Evaluation and Malaysian Airline System (MAS)