Factors influencing the choice of an airline service provider a case study of domestic airlines in Tanzania

Abstract

The aim of this study is to assess attributes which influence customer’s choice of airline when travelling on domestic airlines. To achieve the main objective of this study four specific objectives were considered such as Service quality, Price, Image and Airline Schedules. A survey was conducted where by structured questionnaires were administered to 120 respondents at JNIA. Quantitative data were gathered from airline passengers. Qualitative data were collected from airline companies marketing managers. By means of SPSS version 22 data were analyzed using descriptive statistics, correlation and regression analysis in order to assess the influence of each factor on customer’s choice of airline. The findings of the study revealed that service quality attributes consisting of IFE, Seat comfort, customer service both at the ground and on board, ability to change reservation did not seem to have significant influence on the choice of airline. Factors such as airline schedules, Price and airline image were raised to be the significant factors in influencing customer’s choice. The study recommends that Airline Companies should focus more on making sure that convenient schedules are guaranteed on service provision. Prices should be set considerably fair considering that majority are price sensitive. Good airline image is created and maintained. Therefore, airline companies should give priorities to these factors in order to attract more customers.