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Key drivers of airline loyalty

Author

Listed:
  • Dolnicar, Sara
  • Grabler, Klaus
  • Grün, Bettina
  • Kulnig, Anna

Abstract

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 not. Differences in drivers of airline loyalty for a number of segments were identified. For example, loyalty programs play a key role for business travellers whereas airline loyalty of leisure travellers is difficult to trace back to single factors. For none of the calculated models satisfaction emerged as a key driver of airline loyalty.

Suggested Citation

  • Dolnicar, Sara & Grabler, Klaus & Grün, Bettina & Kulnig, Anna, 2011. "Key drivers of airline loyalty," Tourism Management, Elsevier, vol. 32(5), pages 1020-1026.
    • Handle: RePEc:eee:touman:v:32:y:2011:i:5:p:1020-1026
    DOI: 10.1016/j.tourman.2010.08.014
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    References listed on IDEAS

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    4. Suzuki, Yoshinori, 2007. "Modeling and testing the "two-step" decision process of travelers in airport and airline choices," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 43(1), pages 1-20, January.
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