Naslov
Airline Loyalty Determinants among Business Travelers: Empirical Evidence from Croatia

Autori
Mikulić, Josip ; Šerić, Maja ; Matas Milković, Ljilja

Izvornik
Transportation Letters (1942-7867) 9 (2017), 3; 177-183

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Business travel ; Customer loyalty ; Commitment ; Airline marketing ; Structural equations modeling

Sažetak
Airline 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.

Izvorni jezik
Engleski

Znanstvena područja
Tehnologija prometa i transport, Ekonomija

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