Determinant factors of passengers' choice of airlines: A case study of international postgraduate students in Turkey

Globally the number of students seeking higher education in oversea countries has increased. As the number of students continues to grow, they benefit universities, the host country, and the travel industry. However, there are very few studies on what interest this group of consumers and whether they can represent a different segment for airlines. Airlines play a vital role in the movement of international students. A country like Turkey that has experienced an increased number of international also receives its international students by air transport. There are over 150000 international students in Turkey, and 95 percent of them are university students. The aim of this study is to investigate what factors influence international students' selection of airline, whether international students are loyal customers, and which point of sale do student purchase their tickets when flying to their home. The study used a quantitative survey with a sample of 240 international students pursuing a Master's and Ph.D. in Turkey. Students were given an online survey asking how important or influential are some factors such as price, airline safety, service quality, and airport of origin when choosing an airline. Also, in the survey, students were asked whether they are loyal to a specific airline. The results were analyzed using descriptive statistics and factor analysis. The study found that international students are influenced by the price of tickets and the safety of the airline. Other factors such as on-time arrival and departure, meal services, in-flight entertainment, baggage allowance were also important to international students. The study also found that 30 percent of the students were somehow loyal and had a preferred airline. The other finding of the study was that most of the students purchase their tickets from online platforms such as a third-party website or airline's website. Very few students purchase tickets from travel agencies. Finally, the study found that most of the students preferred Istanbul airport compared to Sabiha Gokcen when flying to their home countries.