文章基本信息

标题：INFLUENCE OF AIRLINE BRANDS ON BUSINESS PASSENGER LOYALTY
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作者：Matas Milković, Ljilja ; Mikulić, Josip
期刊名称：Business Excellence
印刷版ISSN：1846-3355
出版年度：2016
卷号：10
期号：1
页码：9-16
语种：Croatian
出版社：Znanstvena knjiga
摘要：Business passengers represent a valuable market segment for both traditional full service carriers as well as for low cost carriers. This study aims to shed some light on the significance of airline brands in carrier choice, and to identify the key variables that help maximize customer loyalty within this segment. The primary data used in this study were collected via self-completion questionnaires using the Lime Survey open-source surveying software. A convenience quota sample was used, encompassing 249 active business travellers. The results of this study suggest using loyalty programs to develop customer commitment, paired with a suitable approach to business passengers in order to strengthen their loyalty.
关键词：Airline brand; business passengers; customer loyalty