Ease to switching. As there are approximately 59 low cost airline operating in the industry,it is always easily for the customer to look for alternative. It is also because they are providing same service to the customer which is sent their customer to their destination by flight.
Performance of rivalry. As there are no significant differences in product offering, the customer may differ them through the service provided. Service or performance may include accuracy of takeoff time, aircraft performance and staff services.
Relative Price. The price offer by an airline company may not be fixed but it will depend on the time differences between the date of booking and flight. The price will be cheaper if you book earlier. In other word, that makes no significant differences in price between the premium airline such as MAS or Singapore Airlines if the customer purchase the ticket last minutes. Thus, the customer may choose to purchase premium airline which may offer them more comfortable facility in almost same price with Airasia.