FACTORS EFFECTING CONSUMER PREFERENCES IN AIRLINE INDUSTRY

Yasir Ali Soomro (), Irfan Hameed, Rehan Shakoor () and Sana Abbas Kaimkhani ()
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Yasir Ali Soomro: Lecturer and PhD Scholar Business Administration Department Iqra University, Main Campus Defence View, Karachi,Pakistan
Rehan Shakoor: Lecturer and Research Scholar Business Administration Department Iqra University, Main Campus Defence View, Karachi,Pakistan
Sana Abbas Kaimkhani: Research Scholar Business Administration Department Iqra University, Main Campus Defence View, Karachi,Pakistan

Far East Journal of Psychology and Business, 2012, vol. 7 No 1 Paper 5 April, issue 5, 63-79

Abstract: This research paper investigates different factors that affect Consumer Preference in Airline Industry. Nine Factors were considered for the research. Overall Consumer Satisfaction was dependent variable and rest nine was independent variables. Multiple Regression tool was selected for analysis of the data. Questionnaire was developed to collect data having Likert Scale. The findings of this study are based on the analysis of a sample of 100 respondents. The dimensionality of overall customer satisfaction of air line service was explored and nine dimensions were identified. These dimensions include Brand image, Assurance, Security, E-ticketing, Boarding, Punctuality of Schedule Frills, In-flight services and Price. The findings reveal that these eight dimensions are positively related to overall consumer satisfaction and only price/travel Fare was not significant.

Keywords: Airline Industry; Service Quality; Consumer Preference. (search for similar items in EconPapers)
JEL-codes: M1 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (8)

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