Original scientific paper

INFLUENCE OF AIRLINE BRANDS ON BUSINESS PASSENGER LOYALTY

Ljilja Matas Milković ; ORYX Grupa d.o.o.
Josip Mikulić ; University of Zagreb, Faculty of Economics and Business

Abstract

Business passengers represent a valuable market segment for both traditional full service carriers as well as for low cost carriers. This study aims to shed some light on the significance of airline brands in carrier choice, and to identify the key variables that help maximize customer loyalty within this segment. The primary data used in this study were collected via self-completion questionnaires using the Lime Survey open-source surveying software. A convenience quota sample was used, encompassing 249 active business travellers. The results of this study suggest using loyalty programs to develop customer commitment, paired with a suitable approach to business passengers in order to strengthen their loyalty.

Keywords

Airline brand; business passengers; customer loyalty

Hrčak ID:

160375

URI

https://hrcak.srce.hr/160375

Publication date:

15.6.2016.

Article data in other languages: croatian

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