Modeling the Repatronage Behavior of Business Airline Travelers

Abstract

A central theme in brand choice is the modeling of the drivers of repatronage behavior. The work reported here focuses on a particular service context—airline repatronage. The distinct problems of model specification in this context are discussed. Various models of airline repatronage are estimated using random effects probit modeling. It is found that although performance perceptions and punctuality of the airline have a role to play, in particular in terms of choice on the next purchase occasion, past purchase behavior is the key driver of repatronage. This is evident across the various models that we examine, suggesting that the findings are robust. Implications of the modeling approach and the findings are briefly discussed in relation to the airline context and service marketing more generally.