The results of this study reveal that there is a direct, positive
relationship between customer satisfaction and brand loyalty
(H11). According to the literature, customer satisfaction is an
important driver of brand-loyal customers (Bloemer and
Odekerken-Schroder, 2002). These loyal customers may go on to
generate positive word-of-mouth, purchase more, purchase more
frequently, try out new products made by the company, as well as
provide the company with sincere suggestions for improvement.
Airlines should make sure they strive to satisfy passengers since
customer satisfaction is viewed as influencing repurchase intentions
and behavior, which in turn leads to future revenue and
profits for the organization.