The impact of airline alliances on brand perception and loyalty among adults aged between 20 and 60 years old: a study of awareness and attractiveness
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- In a competitive and constantly growing sector as aviation, being part of an airline alliance, such as Star Alliance, Skyteam and Oneworld, can become a key asset in airline strategy. These alliances enable airlines to expand their networks, share many costs, and boost their global visibility. Beyond their operational advantages, alliances can also play an interesting role in marketing, by developing travellers’ awareness, attractiveness and loyalty to airlines. In this thesis, we explore the impact of airline alliances on travellers’ perceptions of the reputation and attractiveness of member airlines, as well as their loyalty thanks to the Frequent Flyer Program, which travellers can join to gain access to benefits within the alliance. To this end, a quantitative survey has been carried out among the general public. After analysing the data collected using Stata statistical software, we found that belonging to an airline alliance has no influence on the reputation and attractiveness of member airlines, and that customers are not loyal because they are members of an alliance, but probably for other criteria. However, adults with more life experience, and perhaps travel experience, are more influenced by this membership criterion than young people.