Čimbenici lojalnosti marki zračnih prijevoznika kod turističkih i poslovnih korisnika

master's thesis

• Title (english): Loyalty components of airline companies for tourist and business travelers
• Author: Iva Zelenika
• Mentor: Zoran Krupka (mentor); MBZ: 269582
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-06-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Zračna industrija veliko je tržište koje se suočava s konstantnim promjenama. Iako postoji velika potražnja, ona je naravno i ograničena. Kako bi došlo do razvijanja konkurentske prednosti marke zračnog prijevoznika, najbolja strategija koju mogu koristiti je razvijanje lojalnosti kod potrošača. U radu se pomoću anketnog istraživanja analiziraju i utvrđuju važnosti pojedinih čimbenika koji utječu na stvaranje lojalnih turističkih i poslovnih putnika. Rezultati istraživanja pokazuju kako su razlike poslovnih i turističkih putnika male te da obje skupine smatraju cijenu kao najvažniji čimbenik prilikom odabira zračnih prijevoznika. Provedenim istraživanjem također se pokazalo da ispitanici pridodaju važnost uslugama prije leta kao što su lakoća kupovanja karte i kvalitetna web stranica te poslije leta kao što je vrijeme potrošeno na čekanje prtljage i transport nakon iskrcaja. Iako poslovni putnici ističu veću važnost programa lojalnosti u odnosu na turističke, obje skupine nisu izrazile visoka slaganja s pogodnostima programa lojalnosti, no vjeruju da zračne kompanije pružaju više pozornosti članovima programa. Ispitivanjem o zrakoplovnom osoblju i usluzi za vrijeme leta, obje skupine ispitanika istaknuli su pouzdanost i empatiju kao glavna obilježja zrakoplovnog osoblja, a udobnost i temperaturu kao glavne dimenzije kvalitetne usluge za vrijeme leta.

Abstract (english)

The aviation industry is a large market facing constant change. Although there is a great demand, it is of course limited. In order to develop the competitive advantage of an airline brand, the best strategy they can use is to develop customer loyalty. This paper analyzes and determines the importance of certain factors that influence the creation of loyal tourist and business travelers. The results of the research show that the differences between business and tourist travelers, are small and that both groups consider price as the most important factor when choosing airlines. Research has also shown that respondents attach importance to pre-flight services such as easy process of buying a board pass and a quality website, and post-flight services such as time spent waiting for luggage and transport after landing. Although business travelers emphasize the greater importance of loyalty programs compared to tourist travelers, both groups did not express high agreement with the benefits of loyalty programs, but believe that airlines pay more attention to program members. In a survey of flight crew and in-flight service, both groups of respondents highlighted the reliability and empathy of cabin crew, and comfort and temperature as the main dimensions of quality in-flight service.

• Keywords: lojalnost; poslovni putnici; turistički putnici; čimbenici; zračni prijevoznici
• Keywords (english): loyalty; business travelers; tourist travelers; components; airline companies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:944558
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-06-29 09:01:31