DOI: 10.65520/jasam.1945888 ISSN: 3023-5928

Drivers of Passenger Loyalty in the European Low-Cost Carrier Sector: An Empirical Investigation of Digital Transformation and Service Excellence

Mevlüt Üzülmez
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This study investigates the shifting paradigms of passenger selection criteria and technological expectations within the European Low-Cost Carrier (LCC) sector, addressing the transition from price-centric models to those defined by service integration and digital maturity. Utilizing a multi-staged statistical approach with a sample of N=434 valid responses, the research identifies a robust four-factor structure: Price Sensitivity & Economic Value, Operational Quality & Reliability, Digital Connectivity & Fleet Modernization, and Corporate Responsibility & Brand Loyalty. Findings from the multiple linear regression analysis (Adjusted R^2=.538) demonstrate that while economic value remains the primary driver of re-flight intention, amenities such as high-speed Wi-Fi and mobile application support have transitioned from discretionary "luxury" add-ons to universal baseline expectations. Furthermore, Cluster Analysis delineates three distinct passenger personas, High-Involvement Seekers, Pragmatic Value Seekers, and Low-Involvement Travelers, revealing a highly fragmented market where cultural background and life-stage significantly influence involvement levels. Multivariate results also highlight a critical interaction between age and travel purpose, suggesting that technological demand is specifically triggered by professional requirements within younger cohorts. Ultimately, the results suggest that to maintain market relevance in a "service-democratized" landscape, LCCs must transcend the traditional "no-frills" ethos by prioritizing digital infrastructure and operational excellence.

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