Comparative Analysis of Passenger Satisfaction and Loyalty in South African Full-Service and Low-Cost Airlines

Nhlanhla Motloung; Gert Heyns; Elmarie Kriel

doi:10.25159/1998-8125/21795

Authors

Nhlanhla Motloung University of Johannesburg https://orcid.org/0009-0006-4353-0628
Gert Heyns University of Johannesburg https://orcid.org/0000-0003-0881-6525
Elmarie Kriel University of Johannesburg https://orcid.org/0000-0003-1812-0396

DOI:

https://doi.org/10.25159/1998-8125/21795

Keywords:

AIRQUAL, passenger satisfaction, loyalty, FlySafair, Airlink, South African aviation

Abstract

Purpose: This study examines how airline service quality influences passenger satisfaction and loyalty in South Africa’s domestic aviation sector, using FlySafair and Airlink to represent low-cost and full-service models. Although international literature has extensively examined service quality, satisfaction, and loyalty within aviation, limited empirical work has comparatively analysed these constructs within the contemporary South African domestic market.

Design/Methodology/Approach: A positivist, quantitative design was adopted, and data were collected through an online survey completed by 405 passengers travelling from Johannesburg to Cape Town or Durban. An adapted AIRQUAL framework guided the analysis, capturing three service quality dimensions: empathy, airline image, and the combined terminal and in-flight physical environments. Descriptive statistics, exploratory factor analysis, correlation tests, and multiple regression were conducted using IBM SPSS Statistics.

Findings: The results indicate that passenger satisfaction is the strongest predictor of loyalty, confirming its central role in translating service quality into behavioural intention. All three AIRQUAL dimensions significantly contributed to satisfaction, although their relative importance differed across airline models.

Originality/Value: Prior local studies have explored airline choice and service preferences; however, few have applied the AIRQUAL framework to test structural relationships across airline business models. The study refines AIRQUAL within the context of a developing country and provides a comparative post-pandemic assessment of service quality, satisfaction, and loyalty in South Africa’s domestic airline market.

Author Biographies

Nhlanhla Motloung, University of Johannesburg

Commercial - Revenue department

Commercial Analyst

Gert Heyns, University of Johannesburg

Transport and Supply chain management

Lecturer and Programme Manager Bcom Transport Economic

Elmarie Kriel, University of Johannesburg

Transport and Supply Chain Management

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