Consumer loyalty to an airline: Online and offline antecedents

The purpose of this chapter is to analyze the loyalty of airline users in both online and offline environments, and the influence exercised by the virtual environment on overall loyalty to an airline company. An empirical study was carried out, with a total of 1710 personal interviews with users of different airline companies. In the analysis of the data, structural equations models were used, in particular the technique of confirmatory factor analysis. The results reveal that satisfaction, trust and perceived value all explain the relationships of loyalty between passengers and airline companies and that satisfaction trust and loyalty online influence overall satisfaction, trust, and loyalty to the company. Perceived quality, satisfaction, and trust online explain online loyalty.