Key drivers of behavioural loyalty in airline choice.

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.