SUNDAY Patience1, ADIELE Kenneth C.2
IKEGWURU Mac-Kingsley3
1, 2 Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
3 Department of Logistics and Supply Chain Management
Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Abstract
This study investigated the relationship between passenger experience and customer patronage of domestic airline in Nigeria. The study adopted a descriptive research design. The population of the study comprised 21 domestic airlines. The study took a census. The marketing, sales and customer relation managers of the 21 domestic airlines provided data for the study through a structured questionnaire whose reliability was confirmed via Cronbach’s Alpha test. The data collected was analysed at the primary level of analysis using descriptive statistical tools (frequency counts, mean and standard deviation); and at the secondary level of analysis using inferential statistical tool (Pearson Product Moment Correlation). The study found that a positive and statistically significant relationship exists between passenger experience and patronage of domestic airline in Nigeria.
Therefore, the study concludes that passenger experience significantly relates to patronage of domestic airlines; and recommends that domestic airlines should implement strategies aimed atincreasing passenger experience at all times, in other to improve their level of patronage.
Keywords: Customer patronage, customer retention, passenger experience, repeat purchase behaviour.