AN INVESTIGATION ON AIRLINE CUSTOMERS’ LEVEL OF LOYALTY AND TRUST IN RELATION TO DEMOGRAPHICS, USE OF AIRLINES AND TICKET-PURCHASING HABITS

Year 2018, Volume: 5 Issue: 1, 78 - 86, 30.03.2018

Tanyeri Uslu , Bulent Sezen İbrahim Sarper Karakadilar

https://doi.org/10.17261/Pressacademia.2018.809

Abstract

Purpose- Loyalty and
trust have been analyzed in relation to customers’ behaviors and attitudes in
various service sectors in previous studies in the literature. This study aims
at evaluating how Turkish customers’ characteristics affect their perception of
loyalty and trust considering both low cost and network airlines. 

Methodology- A survey
was conducted and 967 airline passengers responded. Exploratory statistical
methodology was conducted in order to analyze the data. These statistical
techniques were used and hypotheses are tested with t-test and ANOVA. 

Findings- According to
the results of the analyses; (1) high level of education leads customers to
having less level of loyalty and trust, (2) low cost carrier customers’ level
of loyalty and trust is lower than network customers’, (3) where price research
and online ticket purchase is less or none, the customers’ level of loyalty and
trust is high,  (4) business travelers
have higher level of loyalty and trust to their preferred company than the
travelers’ with touristic/entertainment or visiting family/friends purposes.

Conclusion- Airline
companies should better evaluate their customers’ demographics and habits in
relation to their loyalty and level of trust.  

Keywords

Loyalty, trust, demographics, habits, ANOVA

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