Fonte: El Periplo Sustentable; Núm. 39 (2020): Número Treinta y nueve; 240 - 263
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Resumo: In different industries and sectors, companies try to achieve loyal customers, who have behavioral intentions associated with that loyalty. In a competitive environment such as passenger air transport, it is impossible to escape from this strategy; the companies that compete in it, seek to generate valuable offers for their customers. Although this variable has been studied in airline passengers, there are still research gaps and particularly in Mexican context, there are few studies that have been performed. In order to advance knowledge, the objective of this research was to establish whether there are significant differences in the loyalty and behavioral intentions of passenger of full-service airlines and passengers of low-cost carriers travelling on domestic flights in Mexico. A quantitative, non-experimental, cross-sectional research design was used in a non-probabilistic sample of 434 passengers. Analysis of variance was used as the preferred statistical technique. The results indicate that there are no significant differences between the groups. In other words, loyalty and behavioral intentions are not different, among passengers of low-cost airlines and passengers of full-service airlines. Neither attitudinal nor behavioral loyalty, are different. That is, the favorable predisposition towards the airlines and the intentions of behavior associated with them, are similar. In strategic terms, in both types of airline, loyalty is a current challenge. Both business models, with different value offers, achieve loyal customers, with the intention of consuming, recommending and speaking well of the airline in which they travel.
