Prethodno priopćenje
https://doi.org/10.17818/EMIP/2025/24
INVESTIGATION OF FACTORS FOR CHOOSING AN AIR AIRLINE BRAND: COMPARISON OF BUSINESS AND TOURIST TRAVELERS
Zoran Krupka
orcid.org/0000-0003-2896-7531
; Sveučilište u Zagrebu, Ekonomski fakultet, Katedra za marketing
*
Iva Zelenika
Goran Vlašić
; Sveučilište u Zagrebu, Ekonomski fakultet, Katedra za marketing
* Dopisni autor.
Sažetak
The main purpose of this paper is to investigate the factors important for choosing an airline brand and to determine whether there is a difference between the segments of business and tourist travelers. The research was conducted on a convenience sample of 284 respondents. The results show that price, in-flight service quality and brand reputation are the most important factors when choosing an airline brand for both business and tourist travelers. In addition to that, the cabin crew's ability to handle unforeseen situations and their empathy are also important in the process of choosing an airline brand. Likewise, the research showed that loyalty programs are the least important of all the observed factors. There are differences in attitudes between the business segment and the tourist segment of travelers regarding numerous factors and characteristics of services.
Ključne riječi
brand; airline companies; business travelers; tourist travelers
Hrčak ID:
339794
URI
Datum izdavanja:
25.11.2025.
Posjeta: 694 *