Analysis of Factors Influencing Passenger Loyalty on Aviation Airlines: A Case Study of Zambia Domestic Airlines

The research examined the factors that affect passenger loyalty in the domestic airline industry in Zambia, specifically focusing on service quality, price, brand image and loyalty programs and how they can affect customer retention in a competing aviation market. Overall, the research is meant to shine a light on how these factors can influence customer retention in a competitive market. The research utilized a convergent parallel mixed-methods design to merge quantitative and qualitative data for further insights into customer retention in a competitive market. Quantitative data were collected using a systematic sampling method. Based on Cochran’s formula, a sample size of 384 was calculated for statistical validity. Structured questionnaires were administered at the major airports in Zambia to collect passenger perceptions about the service quality provided by the airlines. The qualitative component applied purposive sampling and included in-depth interviews with 15 passengers to illustrate the diversity of experience. In the data analysis, it was important to distinguish between quantitative and qualitative data. For the quantitative aspects, descriptive and inferential statistics (i.e., Chi-squared and Cramer’s V) were used. Qualitative data were analyzed using thematic analysis, categorizing responses into follow-up questions based on the original research questions. This research incorporated three significant theories. Relationship Marketing Theory formed a framework for analyzing how airlines build long-term customer relationships through loyalty programs and personalized services. The SERVQUAL model provided an organized approach in evaluating service quality attributes (i.e., tangibles, reliability, responsiveness, assurance, and empathy). Expectancy-Disconfirmation Theory offered an understanding of how passengers form their views of satisfaction and loyalty as an overall product of expectation at pre-flight and experience satisfaction at post flight. These theories were the basis of how the survey was constructed, examined loyalty programs, and views mattered when analyzing qualitative data in service failure. The results indicated that passengers were generally satisfied with check-in service quality and in-flight service quality; however, service quality remained a primary antecedent.