Sequential Analysis of Airline Industry in Nigeria

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Many wonder about the influence of product /service contents or features on business function. Why do people prefer certain airlines and not others? Some insist on KLM, while others prefer EMIRATES. Some choose VIRGIN ATLANTIC AIRWAYS, while some others go for BRITISH AIRWAYS. Yet many people contend that there are no significant differences among well – known airlines. The passengers’ choice may be influenced by the quality of services offered or the attractive price package, or value for money programme. Frequency, the ticket price, in-flight services, punctuality, time schedule, seat comfort and other characteristics combine to project an image to the prospective passenger. Consequently, these features are input element in a marketing programme. The aim of this study is to investigate the factors influencing choice and the extent to which customers are likely to exhibit loyalty in the face of severe price competition. This study explores the change in airline passengers’ preferences in situations where service quality improves. This study is informed by the influx of foreign airlines into Nigeria and the attendant issue of how a prospective buyer takes a decision on which airline to fly. This investigation is conceived with the objective of measuring the effect on airlines the decision variable per passenger’s preferences. The aim is to ascertain how the effect of factors influencing the choice of airline significantly improves the marketing strategies employed by these airlines. This research problem is undertaken by utilizing an approach which involves a literature review to identify key construct and a survey. The information gathered are then used in the development of a questionnaire. The key issues influencing the choice of airline are identified. In other to test the hypothesis, that ‘value for money’ acts a s key decision variable, a survey of customers is conducted using a convenient sample of respondents who have been responsible for purchasing...
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