Niche strategy gone astray: Air Arabia bets on service quality
by Syed Aziz Anwar; M. Sadiq Sohail; Ahmed Ankit; Meera Al Marri
International Journal of Sustainable Aviation (IJSA), Vol. 10, No. 3, 2024

Abstract: The main objective of the study is to investigate the effectiveness of niche marketing strategy of Air Arabia in view of emerging competition. A sequential mixed-methods design is used. During the qualitative research phase, a focus group discussion was undertaken to gain insight into the experiences and perspectives from selected participants. This was followed by a quantitative research phase to collect data from 250 travellers in Air Arabia. The sample focuses on the experiences of customers of Air Arabia in terms of service quality. This study identified gaps in service quality that the airline must address to achieve its avowed goals and highlighted some of the emergent issues faced by Air Arabia following the COVID-19 pandemic. This study is the first academic paper to study the transition from niche marketing to a comprehensive service quality strategy in the context of a budget airline such as Air Arabia.

Online publication date: Thu, 29-Aug-2024

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