Key drivers of airline loyalty

Dolnicar, Sara and Grabler, Klaus and Grün, Bettina and Kulnig, Anna (2011) Key drivers of airline loyalty. Tourism Management, 32 (5). pp. 1020-1026. ISSN 02615177

Available under License Creative Commons Attribution Non-commercial No Derivatives 3.0 Austria (CC BY-NC-ND 3.0 AT).

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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.

Item Type: Article
Additional Information: Open Access funded by Austrian Science Fund (FWF).
Keywords: Airline choice, Airline loyalty, Business travellers, Leisure travellers, Satisfaction
Divisions: Departments > Finance, Accounting and Statistics > Statistics and Mathematics
Version of the Document: Published
Depositing User: ePub Administrator
Date Deposited: 15 Mar 2017 14:34
Last Modified: 10 Aug 2020 22:00
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