Airline Brand Loyalty: A case study involving the three airlines, - SAS, Norwegian and Widerøe

Abstract

1.0 Abstract

The general object of this study is to explore the airline brand loyalty. The primary objective of this study is to explore the nature of consumer loyalty and its major determinants with respect to the three airlines - SAS, Norwegian and Widerøe; analyze the data concerning relationships between consumers' attitude, habit, satisfaction and loyalty and identify the differences concerning attitude, habit, satisfaction, loyalty and factors (service, safety, comfort, luggage allowance and bonus) among the three airlines. Further, it confirms various constructs extracted from the extensive review of literature. A structured questionnaire was used to collected data from travelers at Alta airport. The items of this questionnaire were adopted from previous studies but modified accordingly. Three airlines travelers survey were conducted among the population of Alta airport. The data for this study were collected verified structured questionnaire from sample of 198 travelers from local and international travels. Data from 198 the three airlines’ travelers were used for statistical analysis. The discussion and findings of the study showed that the age and occupation profiles of the sample suggest a significant variance among the three airlines. The gender and education profiles of the sample do not suggest a significant variance among the three airlines. The factors (attitude, habit, loyalty, safety and bonus) of the sample suggest a significant variance among the three airlines. However, the factors (satisfaction, service, comfort, and luggage allowance) of the sample do not suggest a significant variance among the three airlines. Conclusion, implications of the study, limitation of the study and suggestions for future researchers are also included in the study.

Keywords: Customer loyalty, attitude, habit, satisfaction, loyalty, service, safety, comfort, luggage allowance, bonus, SAS, Norwegian and Widerøe.