GAP ANALYSIS ON THE COMPETENCIES OF AIRLINE REVENUE MANAGEMENT: A PRELIMINARY STUDY

  • Ahmad Zahir Mokhtar, Ahmed Ali Ahmed Alhomeidy, Nor Aida Abdul Rahman

Abstract

Revenue management is a prolific term that started in airline business. It started since 1970s with the primary principle is to maximize yield per available seat. The core idea of revenue management in the airline is to determine the price that customer willing to pay when customer arrive their website. In this research, the researchers aims to examine the gap between the competencies of airline revenue management between industry experts and university students and graduates. In another word, this study shed light on the key competencies needed for a successful airline revenue manager. This study starts with survey questionnaire to a group of aviation management student at Universiti Kuala Lumpur to determine their perception on competencies of airline revenue management, and followed by three interviews with industry expert who had experience working with airlines to seek confirmation on the competencies of airline revenue management. This is vital to identify how huge the gap is, and to provide solutions to narrow it. The overall finding of the study indicated that airline revenue managers need to have experience, to have statistical analysis ability, and to be able to transform their theoretical knowledge into practical knowledge. Apart from it, the main competencies of airline revenue management are identified as big data analysis, revenue optimization through forecasting, strategical thinking, cost effectiveness analysis and revenue reporting. In addition, some suggestions have been made to narrow the gap of the knowledge and skills of airline revenue management. Lastly the researcher has also highlighted limitation and key area for future research agenda.

Published
2020-04-14
How to Cite
Ahmad Zahir Mokhtar, Ahmed Ali Ahmed Alhomeidy, Nor Aida Abdul Rahman. (2020). GAP ANALYSIS ON THE COMPETENCIES OF AIRLINE REVENUE MANAGEMENT: A PRELIMINARY STUDY. International Journal of Advanced Science and Technology, 29(6s), 1848 - 1860. Retrieved from http://sersc.org/journals/index.php/IJAST/article/view/9347