A Study of Online Perceived Value in Vietnamese Low Cost Carriers Market

For the first time in over 30 years, Vietnam Airlines – the biggest airline in Vietnam – announces they still have plenty tickets left for people travelling before and after Lunar New Year 2013, thanks to the fierce competition from low cost carriers (LLCs) such as Vietjet Air, Jetstar Pacific and Mekong Air. The emergence of low cost carriers and the popularity of Internet in Vietnam have dramatically changed how Vietnameses travel nowadays. This study examines online service attributes that determine the perceived value of online transactions. In doing so, we address the concerns that LCCs have in matching expectations and perceptions of Vietnamese consumers towards online flight ticket purchases. The result from study found that some of the antecedents are very different to previous findings in other markets. Therefore the findings have implications for managerial decision makers in low cost carriers charged with the responsibility of increasing perceived value of their service through online consumer engagement