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Maureen FitzGerald: Canterbury Business School, University of Kent, Canterbury, UK, and
David Arnott: Warwick Business School, University of Warwick, Coventry, UK
Introduction
Demographics and product attributes were identified as the variables most frequently used to segment the market as far back as 1976, with demographic categories used to match segments with media profiles, mainly because most media described their audiences by demographics (Assael and Roscoe, 1976). Although subsequent research has identified new bases for segmentation, including lifestyles, benefits, etc., profiling of target audiences by media has changed very little. Media reach and pricing continue to be based on the demographic characteristics of the targets, and thus demographics continue to play an influential role. However, although the demographic profile of consumers in many markets has changed considerably over time, research into demographic factors appears to have waned in favour of more "exotic" variables.
The market for passenger air travel in the UK has grown steadily for several decades (Transport Statistics Great Britain, 1977-1987, 1992, 1993), segmented at the highest level into two broad user categories - leisure and business (Civil Aviation Authority, 1993). The latter - deemed more important because it is more profitable - is characterized by frequent, repeat purchases at premium prices (Fisk et al., 1984). Other segmentation opportunities exist, however, not the least of which are those based on simple demographics, but recent changes due to economic and social trends do not appear to be reflected in published segmentation research, although links have been demonstrated between several demographics and service expectations (Webster, 1989). It is known, for example, that the percentage of female business travellers is increasing (Civil Aviation Authority, 1993), and there is evidence to suggest that this segment receives poorer service than their male counterparts (FitzGerald, 1994).
Consumers develop internal "scripts" of their service transactions which they recall for future purchases of that service (Beaven and Scotti, 1990), and thus personal experience is a key driver in the repeat purchase of service products. One might hypothesize that the more frequently a service is experienced, the more rigid that script (or service expectation) becomes, and so the influence of deliberate marketing communications, such as advertising, should decline. When frequent flyers are exposed to airlines' communications or other related messages (e.g. editorials), they...