A survey of brand loyalty in the aviation industry: A case study of aircraft leasing services (als

Abstract

Having appreciated that Brand Loyalty is an important aspect of marketing, many organizations carry out occasional surveys to establish the level of Brand loyalty that customers have for their products and services in a particular market. The main objective of the study was a survey of brand loyalty in the Aviation industry with a special focus on Aircraft leasing services (ALS) The research design was a case study, and was most appropriate as the researcher was looking for in-depth information on the variables that affect brand loyalty. The design provided insights into the research problem by describing the variables of interest in detail. Primary data was collected using a questionnaire with close ended and open ended questions administered to individual members. Data for this study was both quantitative data collected while descriptive methods were used to analyze quantitative data. Tables were used to summarize responses for further analysis and facilitate comparison. The study concludes that there were various factors affecting brand loyalty in the Aviation Industry with a special focus on Aircraft leasing services (ALS). These included quality of service, advertising and brand image. The study concludes that organizations in the Aviation Industry have developed a wide range of products to suit different cadre of people and to meet client needs. the study recommended that for Aviation companies to improve on the brand loyalty there is need to implement measures aimed at increasing customer satisfaction and service quality customers who are satisfied with the provided services the probability are that their use of the services again increases. High service quality and high customer satisfaction results in a very high level of purchase intentions.