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Lealtad en el aire: Factores reales y ficticios de la formación de la lealtad del pasajero de líneas aéreas Loyalty in the Air: Facts and Myths Related to Airline Passenger Loyalty

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Author(s): Mercedes Bravo | Arturo Z. Vásquez-Párraga | Jorge Zamora González

Journal: Estudios y Perspectivas en Turismo
ISSN 1851-1732

Volume: 14;
Issue: 2;
Start page: 101;
Date: 2005;
Original page

Keywords: Lealtad | Compromiso | Confianza | Satisfacción del cliente | Pasajero aéreo | Programas de lealtad | Customer loyalty | Commitment | Trust | Satisfaction | Airline passenger | Loyalty programs

ABSTRACT
Los estudios clásicos de la lealtad indican que éste es el resultado directo de la satisfacción del cliente, razón por la cual surgieron los "programas de lealtad." Este vínculo directo ha sido cuestionado en estudios recientes, según los cuales la lealtad se encuentra determinada por factores relacionales y no transaccionales. Este estudio explora dichos factores respecto de la lealtad del pasajero de líneas aéreas. Los datos primarios provienen de una encuesta en el Aeropuerto Internacional de Santiago. La evidencia empírica demuestra que el proceso generador de lealtad en el servicio de líneas aéreas está determinado por el compromiso, la confianza, y la satisfacción, en ese orden de importancia.Passenger loyalty has grown in importance in international commercial airlines services, mainly because of the crisis affecting the tourist sector in later years and an increased competition among the service providers in a shrinking market. As a consequence, there is more promotion of this service and there is an emphasis on the company programs aiming at generating loyalty. However, multiple memberships and weak satisfaction with the service have made such programs ineffective, as demonstrated by customers frequently switching airlines and postponing their flights. Mainstream studies of loyalty indicate that loyalty is a direct result of customer satisfaction, reason why "loyalty programs" emerged. This direct linkage has been questioned in recent studies, according to which loyalty is determined by relational factors, as opposed to transactional ones. This study explores such factors regarding airline passenger loyalty. Primary data is based on a survey collected at the Santiago International Airport. Empirical evidence demonstrates that the process generating loyalty in airline services is determined by commitment, trust and satisfaction, in that order of importance.

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