SALIENT ATTRIBUTES ON THE CHOICE OF AN AIRLINE SERVICE PROVIDER: A Case of Domestic Airlines in Tanzania

Abstract

This paper reports the findings of a study that assessed the attributes influencing customers’ choice of airline on domestic routes. Its 4 predictor variables were service quality, price, image and airline schedules. A structured questionnaire was administered with 120 airline passengers at Julius Nyerere International Airport (JNIA). Quantitative data have been analysed with the help of the Statistical Package for Social Sciences (SPSS) version 22 and presented as descriptive statistics. Moreover, the study carried out regression analysis to ascertain the strength of the relationship between the four constructs and the choice of an airline service provider in the domestic market. The study found that airline schedules, price and airline image significantly influenced the customers’ choice of an airline. Service quality attributes, on the other hand, did not seem to have significant bearing on airline choice. Thus, the paper recommends that airline firms should focus on providing convenient schedules in their service provision. Moreover, fares should be set at considerably fair rates as the majority of the clients are price-sensitive. Furthermore, there is a need to foster good and positive airline image.