Social and Behavioral Sciences Commons^™

Key Drivers Of Airline Loyalty, Sara Dolnicar, Klaus Grabler, Bettina Grun, Anna Kulnig

Faculty of Commerce - Papers (Archive)

This study investigates drivers of airline loyalty. It contributes to the body of knowledge in the area by investigating loyalty for a number of a priori market segments identified by airline management and by using a method which accounts for the multi-step nature of the airline choice process. The study is based on responses from 687 passengers. Results indicate that, at aggregate level, frequent flyer membership, price, the status of being a national carrier and the reputation of the airline as perceived by friends are the variables which best discriminate between travellers loyal to the airline and those who are …