New marketing definition: a future agenda for low cost carrier airlines in Indonesia

Abstract

Purpose A new marketing definition was issued by AMA in 2007. However, the new definition has argued that marketing covers a set of activities that guide organizations to achieve their business objectives. Perhaps, exploring the new insight of service practitioners would enhance the understanding of how the new marketing definition is universally applicable, especially in a developing country. This paper seeks to focus on the issues. Design/methodology/approach The qualitative research was conducted on a sample of managers who worked in a low‐cost carrier (LCC) airline. Four managers of ten LCCs agreed to participate in the study. The interviewees had to comment on their business challenges and current practices. The researcher then classified the interviewees' comments and opinions into sub‐topics. Findings There are some future agenda and implications for practitioner and service marketing researchers to develop service quality in the Indonesian LCC industry. The factors are corporate image, employees' capabilities, and a strong bonding with reliable suppliers. Practical implications In the LCC industry, the combination of internal and external supplier capabilities to deliver service quality is a business strategy to gain service breakthroughs. Originality/value This is preliminary investigation to identify a new research agenda in service marketing and to improve the quality of LCC service in Indonesia.