An investigation on airline customers level of loyalty and trust in relation to demographics, use of airlines and ticket-purchasing habits

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.