Key drivers of airline loyalty

Dolnicar, Sara, Grabler, Klaus, Gruen, Bettina and Kulnig, Anna (2011) Key drivers of airline loyalty. Tourism Management, 32 5: 1020-1026. doi:10.1016/j.tourman.2010.08.014

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Author Dolnicar, Sara
Grabler, Klaus
Gruen, Bettina
Kulnig, Anna
Title Key drivers of airline loyalty
Journal name Tourism Management   Check publisher's open access policy
ISSN 0261-5177
1879-3193
Publication date 2011-10
Sub-type Article (original research)
DOI 10.1016/j.tourman.2010.08.014
Open Access Status
Volume 32
Issue 5
Start page 1020
End page 1026
Total pages 7
Place of publication Oxford, United Kingdom
Publisher Pergamon
Language eng
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.
Keyword Airline choice
Airline loyalty
Business travellers
Leisure travellers
Satisfaction
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 15 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 21 times in Scopus Article | Citations
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Created: Thu, 04 Apr 2013, 15:28:08 EST by Dr Kayleen Campbell on behalf of School of Tourism