INFLUENCE OF LIBERALIZATION ON AIR TRANSPORT MARKET: RESEARCH INTO CONSUMERSʼ SATISFACTION WITH LOW-COST AIRLINES SERVICES IN THE REPUBLIC OF CROATIA

Abstract

The current state on the air transport market is characterized by the presence of extremely fierce competition and fast-changing market conditions. In this environment, only the companies that adapt quickly and efficiently can succeed. Effective changes enable development and success, and investment in the growth and making oneself different from the others is the only way to survive. With liberalization, the air transport in Croatia is becoming more demanding and dynamic. The arrival of low-cost airlines in Croatia brings more choice for the customers than ever before. The market has matured and become competitive and available. Although the tourists are not the only users of the air transport in Croatia, this type of transport is still related mainly to the summer months, which implies the seasonality of the number of the passengers. It is evident that low-cost business strategies have growing influence on the economy. It is therefore the aim of this paper to investigate the consumers’ satisfaction with low-cost airlines services in the Republic of Croatia. In order to achieve the aim of the paper, a primary research on the sample of 83 respondents has been conducted. The results show that the consumers are very satisfied with the quality of the service they are provided with for the price of the ticket, along with the way and speed of the process of buying the ticket online. The consumers have expressed a mild dissatisfaction with the comfort during the flight, which, in the essence, outlines further guidelines for the development of the low-cost airlines, although many of them have already facilitated a more comfortable flying experience.