Customer loyalty in Indian aviation industry – An empirical examination

ABSTRACT

The aviation industry in India is passing through a rough phase with its major airlines wedged with various regulatory and financial issues. In the times of such turbulence, retaining passengers as loyal patrons of the company can bring dramatic improvement in an airline’s competitive position. Thus, the present paper endeavours to explore the concept of customer loyalty and examine its relevance for the aviation industry. It subsequently carries out an empirical examination of customer loyalty and offers a new perspective to the existing loyalty practices in the Indian aviation industry.