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Modeling Consumer Searching/Purchasing Behaviors Within the Airline Industry

Dr. Laurie Garrow, associate professor in the School of Civil and Environmental Engineering, works with the airline industry at Hartsfield‐Jackson Atlanta International Airport. In her research, Dr. Garrow models airline customers' searching and purchasing behaviors. One of the primary goals of her research is to gain a better understanding of repeat customer purchasing decisions and determine how these decisions are affected by menu designs, display options, and competitor prices. She is currently investigating how seat reservation prices and other debundled product attributes affect carrier choice. According to the Airports Council International, Hartsfield‐Jackson Atlanta International Airport is rated the 2010 world's busiest airport in terms of passenger traffic.

A second primary goal of Dr. Garrow’s research is to quantify the importance of incorporating disaggregate customer decision‐making into traditional airline revenue management and scheduling models. The results of this research will provide new insights into the benefits of integrating both short‐term and long‐term customer behavior into industry demand forecasting models.

To learn more about Dr. Garrow's research, please visit: http://garrowlab.ce.gatech.edu/.