Evaluating the determinants of Vietnamese frequent flyers loyalty in civil aviation industry, the case of Delta Airlines

Abstract

Customer loyalty plays an important role in the success of successful aviation companies. Almost airlines companies recognized that a frequent flyer is about 10 times more valuable than an associational flyer. As a result, it is essential to evaluate determinants of Vietnamese frequently flyers loyalty toward an American-based airlines like Delta Air Lines. The customer loyal was impact by service quality, brand image, perceived value, pricing policy, and customer satisfaction. A sample of 300 Vietnamese frequently flyers of Delta Air Lines was collected for this study. The primary data was analyzed with SPSS and AMOS. The results told us that service quality has no impact on customer loyalty of Delta Air Lines frequent flyers in Vietnam while the rest variables had impacts. There were several limitations of this study such as sampling, questionnaires design, and data collection. This research also contributed implications for further studies about customer loyalty in aviation industry. Keywords: Aviation industry, Delta Air Lines, service quality, brand image, perceived value, pricing policy, customer satisfaction, customer loyalty.