6533b870fe1ef96bd12cf320
RESEARCH PRODUCT
Airline Loyalty Determinants among Business Travelers: Empirical Evidence from Croatia
Ljilja Matas MilkovićJosip MikulićMaja ŠErićsubject
Tyingmedia_common.quotation_subject05 social sciencesBusiness travelTransportationAdvertisingContext (language use)Loyalty business model0502 economics and businessLoyalty050211 marketingBrand equityBusinessMarketingEmpirical evidenceBusiness travel ; Customer loyalty ; Commitment ; Airline marketing ; Structural equations modelingRelationship marketing050212 sport leisure & tourismmedia_commondescription
AbstractAirline passenger loyalty has been the subject of several studies set within a general travel context. These studies have helped understanding the influence of variables like brand equity, airline service levels, customer commitment, but also price in tying a passenger to a particular airline. Despite the great economic importance of the business traveler market, no study has, however, so far, exclusively focused on this traveler segment and tried to investigate drivers of repurchase intentions and loyalty of this specific traveler type. This study aims to address this research gap. The findings reveal that business passenger loyalty is far stronger driven by emotional than rational elements, in particular trust. Accordingly, airlines aiming to tie business travelers should set the focus of relationship marketing activities primarily to affective than calculative commitment building.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2017-01-12 |