Aim and objectives

Aim

The aim of this paper is to identify the correlation between service expectation, characteristics of China’s Gen Y and LCC operation model/ strategy, in order to identify the potential LCC entering into China aviation market by achieving market shares and yielding decent revenue.

Objectives

The three primary objectives that the paper will focus:

1. To examine whether the current successful LCC model/ strategy in Europe will fit in China’s aviation market from Gen Y perspective.
2. To identify the factors that will influence the service expectation (in terms of travel behavior, culture influence, loyalty and etc.) of Gen Y in China aviation market.
3. To analyze the influence of price and service expectation on Gen Y choice for LCC.