Airlines Marketing Attributes and Customers ‘Loyalty in Rivers State, Nigeria: An Empirical Evaluation
Keywords:
Marketing attributes.Affordability. Staff Friendliness. Online Booking. customers’ loyalty
Abstract
Despite the efforts of airlines to differentiate and position their organizations for successful operations in the competitive aviation business, however, mantaining customers’ loyalty appears to be a growing concern and challenge to managers in the sector in Nigeria. This study therefore assessed the effect of airlines marketing attributes on customers’ loyalty at the Port Harcourt International Airport, Rivers State.This study adopted the cross-sectional survey research design whereby primary data were obtained from 246 passengers of functional airlines at Port Harcourt International Airport through the questionnaire method. The data were analysed using simple percentage, mean score, standard deviation and multiple regression aided by statistical package for social sciences (SPSS). The findings revealed that airlines’ marketing attributes dimensions( affordability, staff friendliness and online booking) were not well perceived by passengers and therefore not significant enough earn passengers’ loyalty. Based on the findings of the study, it was concluded that all the dimensions of airline marketing attributes did not have a significant effect on customers’ loyalty. The study recommended reduction in air fare, improvement in air travel processes at the airport and better customer relationship management strategies for customers’ retention.
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References
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Nazwirman, S. & Kom, M.M. (2015). The influence of perceived service performance and price fairness toward repurchase through customer satisfaction and word-of-mouth. Intenational Journal of Advanced Resreach,3(10), 1846-1854.
Nkwema, L. M. & Ushie, G. P. (2018). Product attributes and consumers choice of mobile phones in Lagos. Academic Journal of Consumer Research and Innovation, 4. 26-32.
Ogonu, G. C. & Ihunwo, E.C. (2022). Price fairness and customer loyalty of food and beverage industry in Port-harcourt. Nigerian Journal of Management Sciences, 23(2), 257-265.
Oloyede, M.O., Alaya, S.M. & Adewole, K.S. (2014). Development of an online bus ticket reservation system for a transportation service in Nigeria.Computer Engineering and Intelligent Systems, 5(12), 9-18
Riorini, S. V. & Widayati, C. C. (2018). Customer satisfaction low cost carrier: stimulus and its consequences. Management Journal, 22(1), 124-138.
Siddiqi, U. I., Akhtar, M. N., Usman, M., & Ahmad, W. (2020). Modeling attitude ambivalence and behavioral outcomes from hotel reviews. International Journal of Contemporary Hospitality Management, 32(9), 2831–2855.
Sonari-Otobo, V. F. & Ekeke, J. N. (2020).Airport marketing attributes and customers’ word of mouth communication. International Journal of Advanced Academic Research (Social and Management Sciences), 6(12), 177-192. DOI: 10.46654/ij.24889849
Standing, C. & Vasudavan, T. (1999).Internet marketing strategies used by travel agencies in Australia,Journal of Vacation Marketing, 6(21), 21-32.
Turkay, O. & Sengul, S. (2014). Employee behaviours creating customer satisfaction: A comparative case study on service encounters at a hotel. European Journal of Tourism, Hospitality and Recreation, 5(2), 25 – 46.
Wushishi, O. & Tahiru, V.S. (2016). Developing effective banking service attributes for customers patronage and loyalty in Nigeria. Financial Service Review, 4(21) 187-199.
Adiele, K. C. & Etik, S. G. (2018). Perceived airfare fairness and patronage of domestic airlines in Nigeria. African Journal of Hospitality, Tourism and Leisure, 7(1), 1-11
Akinyede, R., Temitayo, B. & Iwasokun, G. (2017). Design and implementation of an online booking system for acinema house. Journal of Information and Computing Science, 12(2), 113-122
Alotaibi, M. M. (2015). Evaluation of “AIRQUAL” scale for measuring airlines service quality and its effect on customer satisfaction and loyalty. Unpublished PhD Thesis, School of Aerospace, Transport and Manufacturing Centre for Air Transport Management, Cranfield University
Amba, D. A., & Jonathan, D. (2013). An appraisal of the Nigerian Transport Sector: Evidence from the railway andaviation sub-sectors. Journal of Economics and Sustainable Development, 4 (10), 161–171.
Asley, W.O. (2019). Hospitality marketing attributes and customers’ choice of luxury hotels in Abuja. Journal of Event Management and Development, 4 (8), 95-103
Bristuvic, C. C. O. & Miella, H. (2018).Product attributes and consumer behaviour towards noodle packs in Lagos State, Nigeria. Journal of Consumer Research, 8 (6), 23-36.
Bogicevic, V., Yang, M.B. & Bilgihan, A. (2017). Visual datamining: Analysis of airline service quality attributes. Journal of Quality Assurance in Hospitality &Tourism, 18(4), 509-530.
Briliana, V. (2018). ‘Consumer satisfaction on airline passenger loyalty: antecedents and outcomes’, International Journal of Business, Economics and Law, 16(5), 1–9.
Ekebong, W. L. (2021). Tourism development as a catalyst of global economic growth: challenges and future outlook. International Journal of Development, 10 (18) 123-148.
Eze, U. F., Okeudo, G. N. & Amadi, E. C. (2012). Contemporary approach to enhanced road transport system in Nigeria through the application of it-based (online) bus ticketing and payment system. International Journal of Sustainable Development & World Policy, 1(1),1-28
Fei, Y., Hui, Y. & Yongzhong, W. (2017). Optimal online channel strategies for a hotel considering direct booking and cooperation with an online travel agent. InternationalTransactionsin OperationalResearch,00(2017), 1–31
Garga, E. & Bambale, A. J. (2016). The impact of service quality on customer patronage: Mediating effects of switching cost and customer satisfaction. International Journal of Global Business, 9(1), 39 – 58.
Iloamaeke, U.O. & Nzube, H. (2022) Product attributes influencing consumers’ choice of retail outlets in the fast- moving consumer goods sector in Awka, Anambra State, Nigeria. Journal of Consumer Research and Innovation, 6 (12) 198-216.
Jamshed, A., Rab, N. L., Muhammad, I., & Muhammad, S. T.l (2023).Effects of marketing attributes on word of mouth: Mediating role of brand trust and brand love.Journal of Policy Research, 8(4), 213-226.
Kattara, H. S., Weheba, D., & Anmed, O. (2015). The impact of employees’ behaviour on customers’ service quality perceptions and overall satisfaction, African Journal of Hospitality, Tourism, and Leisure, 4(2), 1 – 9.
Kestoni, A. G. (2021). Airline service marketing and organizational performance: A study of Nnamdi AzikiweInternational Airport, Abuja. International Academic Journal of Service Marketing. 12 (10), 231-250.
Kim, J., Jin, B., & Swinney, J. L. (2019). The role of e-tail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239-247
Kotler, P., Bowen, J. T. & Makens, J.C. (2010). Marketing for hospitality and tourism. New Jersey: Pearson-Prentice-hall.
Kotler, P., Armstrong, G., Swee-Hoon, A., Siew-Meng, L. & Chin-Tiong, T. (2017). Principles of marketing, Asian Prespectives. Pearson Higher Ed.
Mantey, N.O. & Naidoo, V. (2017). Interplay between air customers’ service quality, satisfaction, loyalty and loyalty programmes in South African owned airlines’, Acta Commercii 17(1), a448.
Marina, S., Kartini, D., Sari, D. & Padmasasmita, S. (2016).Customer loyalty as the implications of price fairness determined by relationship marketing and service quality of airline services. Journal of Contemporary Business, Economics and Law, 11(20, 1-9.
Mash, Z.H., & Helmi, A. (2017).The influence of brand equity and price fairness on brand switching behaviour. case study on Pertamax customer in Jakarta. Journal of Ekonomidan Bisnis Terapan, 13(2), 1-18.
Mordick, L. W. (2017). Customers satisfaction management strategies and growth of airlines in Nigeria. International Journal of Transportation and Development, 10 (16), 180-192.
Nazaria, M., Hosseinib, M.A.S. & Kalejahic, S. V. T. (2014). Impact of price fairness on price satisfaction, customer satisfaction and customer loyalty in Iran telecommunication market. Asian Journal of Research in Marketing, 3(1), 131-144.
Nazwirman, S. & Kom, M.M. (2015). The influence of perceived service performance and price fairness toward repurchase through customer satisfaction and word-of-mouth. Intenational Journal of Advanced Resreach,3(10), 1846-1854.
Nkwema, L. M. & Ushie, G. P. (2018). Product attributes and consumers choice of mobile phones in Lagos. Academic Journal of Consumer Research and Innovation, 4. 26-32.
Ogonu, G. C. & Ihunwo, E.C. (2022). Price fairness and customer loyalty of food and beverage industry in Port-harcourt. Nigerian Journal of Management Sciences, 23(2), 257-265.
Oloyede, M.O., Alaya, S.M. & Adewole, K.S. (2014). Development of an online bus ticket reservation system for a transportation service in Nigeria.Computer Engineering and Intelligent Systems, 5(12), 9-18
Riorini, S. V. & Widayati, C. C. (2018). Customer satisfaction low cost carrier: stimulus and its consequences. Management Journal, 22(1), 124-138.
Siddiqi, U. I., Akhtar, M. N., Usman, M., & Ahmad, W. (2020). Modeling attitude ambivalence and behavioral outcomes from hotel reviews. International Journal of Contemporary Hospitality Management, 32(9), 2831–2855.
Sonari-Otobo, V. F. & Ekeke, J. N. (2020).Airport marketing attributes and customers’ word of mouth communication. International Journal of Advanced Academic Research (Social and Management Sciences), 6(12), 177-192. DOI: 10.46654/ij.24889849
Standing, C. & Vasudavan, T. (1999).Internet marketing strategies used by travel agencies in Australia,Journal of Vacation Marketing, 6(21), 21-32.
Turkay, O. & Sengul, S. (2014). Employee behaviours creating customer satisfaction: A comparative case study on service encounters at a hotel. European Journal of Tourism, Hospitality and Recreation, 5(2), 25 – 46.
Wushishi, O. & Tahiru, V.S. (2016). Developing effective banking service attributes for customers patronage and loyalty in Nigeria. Financial Service Review, 4(21) 187-199.
Published
2025-03-23
How to Cite
Etuk, J., & Akaya, I. (2025). Airlines Marketing Attributes and Customers ‘Loyalty in Rivers State, Nigeria: An Empirical Evaluation. GPH-International Journal of Business Management, 8(03), 32-47. https://doi.org/10.5281/zenodo.15073119
Section
Articles
Copyright (c) 2025 Joseph Sunday Etuk, Ifeanyi Gospel Akaya
The authors and co-authors warrant that the article is their original work, does not infringe any copyright, and has not been published elsewhere. By submitting the article to GPH-International Journal of Business Management, the authors agree that the journal has the right to retract or remove the article in case of proven ethical misconduct.
