The influence of brand experiences on brand loyalty: A study on Air Serbia

Abstract

Brand experience has turned into an important factor in achieving brand loyalty. This tendency is especially perceptible in the airline industry. Airline companies operate in very competitive market conditions and are oriented towards constant improvement in providing services. Brand experience affects consumer loyalty, directly and indirectly through brand satisfaction and brand trust. The paper aims to investigate the relationships between passengers' experience with the Air Serbia brand and their brand loyalty. The research included the views of 100 respondents who used Air Serbia services in the previous two years. Hypotheses testing in the research was conducted using correlation and multiple regression analysis. The results confirmed the significant relationships between the variables in the research model. The obtained results indicate a strong influence of passenger experience, trust and passenger satisfaction on loyalty to the Air Serbia company.