Abstract:
The main purposes of this study can be summarized as a) to investigate consumers’ brand name and web address recall of airline companies, b) to determine consumers’ overall satisfaction level and to examine whether the three groups of customers differ in their overall satisfaction with the service provided by the current airline company, c) to investigate whether the groups differ in their loyalty behavior toward the company, d) to investigate the involvement of consumers in terms of interest during the purchase process and the importance of the service to the individual, e) to investigate online privacy concerns of consumers, f) to determine consumers’ satisfaction from online booking services of their primary airline company and g) to make comparisons about online and traditional booking systems. Data collected from an online survey was analyzed by using descriptive, factor, correlation and ANOVA analyses. The results show that the three customer groups significantly differ in terms to their overall satisfaction, involvement with and loyalty towards their current airline company. Further more there is a significant difference among the three customer groups about their attitude toward loyalty programs, satisfaction from online services of their primary airline companies. In addition, the three customer group respondents make different comparisons about online and traditional booking systems.
