| dc.description.abstract | Having appreciated that Brand Loyalty is an important aspect of marketing, many
organizations carry out occasional surveys to establish the level of Brand loyalty that
customers have for their products and services in a particular market. The main objective
of the study was a survey of brand loyalty in the Aviation industry with a special focus on
Aircraft leasing services (ALS)
The research design was a case study, and was most appropriate as the researcher was
looking for in-depth information on the variables that affect brand loyalty. The design
provided insights into the research problem by describing the variables of interest in
detail. Primary data was collected using a questionnaire with close ended and open
ended questions administered to individual members. Data for this study was both
quantitative data collected while descriptive methods were used to analyze quantitative
data. Tables were used to summarize responses for further analysis and facilitate
comparison.
The study concludes that there were various factors affecting brand loyalty in the
Aviation Industry with a special focus on Aircraft leasing services (ALS). These
included quality of service, advertising and brand image. The study concludes that
organizations in the Aviation Industry have developed a wide range of products to suit
different cadre of people and to meet client needs. the study recommended that for
Aviation companies to improve on the brand loyalty there is need to implement measures
aimed at increasing customer satisfaction and service quality customers who are satisfied
with the provided services the probability are that their use of the services again
increases. High service quality and high customer satisfaction results in a very high level
of purchase intentions. | en |
