What Determines the Loyalty of Airline Passengers? Findings of a Quantitative Data-Mining Study

• Main Author: Bình Nghiêm-Phú
• Format: Article
• Language: English
• Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2019-01-01
• Series: Tržište
• Online Access: https://hrcak.srce.hr/file/322989

Purpose – This research study aims to verify a deductive linear model which incorporates the variables to describe perceived airline service quality, perceived value for money, overall satisfaction, and loyalty. Design/Methodology/Approach – Quantitative data for this study were collected from airline passenger reviews posted on airlinequality.com. The database involved 127 airlines of all rankings (0, 2, 3, 4, and 5 stars) and types (traditional and low-cost carriers). Evaluations were provided by all types of travelers (business, couple leisure, family leisure, and solo leisure) in all types of cabins (economy, premium economy, business class, and first class) on both direct and connecting flights. Findings and implications – Analyses revealed that the human factor (cabin staff service and ground service) is the most important identifier of airline passengers’ perceived value for money, overall satisfaction, and loyalty. Traditional products and services (seat, food/beverages, and entertainment) were seen as more important than new ones (Wi-Fi). Limitations – First, there is no information about passenger profiles. Second, all the measures are composite ones. Third, only six service quality elements were included in the database. Originality – This research study is not a case study and its findings can provide meaningful implications for the management of airline service elements with regard to perceived value for money, passenger satisfaction, and passenger loyalty.