How passengers of low cost carriers feel the pressure: Pricing tactics and other stories

Abstract

Low cost carriers (LCCs) market their flights as low cost and aim to garner as much additional revenue as possible from ancillary services such as baggage and priority boarding. Therefore, airlines encourage customers’ purchase of these services. On account of this and other airline practices, the European Union introduced legislation to address areas of concern to protect consumers. Airlines’ response to the requirement for clarity in pricing at the outset and throughout the transaction is questionable. They have responded to the legal requirement that all optional extras should only be presented to the consumer on an ‘opt-in’ basis by using ‘grey’ Web design patterns such as the ‘must-opt’. Using verbal protocols, this study examines consumers’ perceptions of two LCCs’ level of compliance with the relevant European legislation.