title: Key drivers of airline loyalty.
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.
authors.affiliation: Institute for Innovation in Business and Social Research (IIBSoR), University of Wollongong, Northfields Ave, 2522 Wollongong, Australia.
authors.forename: Sara
authors.initials: S
authors.lastname: Dolnicar
authors.affiliation: MANOVA, Trautsongasse 8, 1080 Vienna, Austria.
authors.forename: Klaus
authors.initials: K
authors.lastname: Grabler
authors.affiliation: Institute for Innovation in Business and Social Research (IIBSoR), University of Wollongong, Northfields Ave, 2522 Wollongong, Australia; Institute for Statistics and Mathematics, Wirtschaftsuniversität Wien, Augasse 9, 1090 Vienna, Austria.
authors.forename: Bettina
authors.initials: B
authors.lastname: Grün
authors.affiliation: MANOVA, Trautsongasse 8, 1080 Vienna, Austria.
authors.forename: Anna
authors.initials: A
authors.lastname: Kulnig
keywords: Airline choice; Airline loyalty; Business travellers; Leisure travellers; Satisfaction