AIRLINE REPUTATION MANAGEMENT BASED ON TRAVELLER INSIGHTS: THE IMPACT OF SERVICE FACTORS ON PASSENGERS’ WILLINGNESS TO RECOMMEND
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Abstract
This study aims to determine how factors relating to airline services influence damage to airline reputation, as measured by passengers’ willingness to recommend the airline. The study focuses on the relationship between passenger evaluations of airline service attributes and reputation outcomes in the airline sector. The study focuses on six service factors: seat comfort, cabin staff service, ground service, food and beverages, in-flight entertainment and value for money. This research uses a quantitative analysis based on passenger evaluations of the quality of airline services. A binary logistic regression model is used to examine the effect of selected service attributes on the probability of a passenger recommending the airline. This method enables the relative importance of each service factor to be compared and assesses whether damage to an airline's reputation depends equally on all aspects of the passenger experience, or whether some factors have a stronger managerial impact. The results show that different factors of airline service contribute differently to passengers’ willingness to recommend an airline. The findings confirm that airlines should not rely solely on a general reputation management strategy, because different service dimensions create different levels of reputational risk and value. This study's practical value lies in helping airline managers to identify priority areas for service improvement, allocate resources more effectively and design reputation management strategies based on traveller insights rather than broad assumptions about service quality.
How to Cite
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Reputational Damage Index, risk factor analysis, airline service quality, reputation management, airline development
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