Virtual Sales Versus Classical Sales: A Perspective From Brazilian Airlines Customers

Abstract

The present paper aims to contribute to the debate about the use of digital marketing and relationship marketing tools for travel sales, and their respective reflexes in the customers preferences by virtual or classical sales channels of airlines tickets in Brazil. Therefore, it was applied a survey with 80 regular customers from domestic flights. It was identified that most of the respondents tend to buy their tickets into virtual sales channels, mainly in those that are better organized and offer the best rates. For those who chose for traditional channels tend to buy tickets from the airlines that focus on keeping a good service throughout the sales process, and also analyzing factors such as quality of service and safety. It was also concluded that it is extremely important to invest in digital marketing and relationships tools, once passengers are each more looking for a fair price combined with good quality.