Service customization of airlines: Effects of option framing and option attribute on purchasing decision of air passengers

Since customization has become a trend, airlines create tactics to meet customers' requirements so as to gain the profits. The choices may be presented in two different framing types: passengers start at a least included ticket and is asked whether to choose more services (additive option-framing) and passengers start at a fully included ticket and let passengers delete services which they don't need (subtractive option-framing). We are interesting in how these marketing tactics affect consumers' decisions. Moreover, product attribute may also influence passengers' purchasing decision. Thus, the purpose of this study is to examine the effects of option-framing and product attribute on passengers' purchasing behavior. The result shows that passengers engaged in subtractive condition need more time to make decisions, with higher satisfaction, and delete fewer hedonic options and delete more utilitarian options than passengers engaged in the additive framing condition. According to the results, we also discussed the managerial implications and the suggestions for further research.