Factores que influyen en la fidelización de clientes ecuatorianos en aerolíneas comerciales que operan en Guayaquil

Abstract

This research analyzes the factors that influence Ecuadorian customer loyalty to commercial airlines operating in Guayaquil, a key aspect for the sustainability and competitiveness of the country's airline sector. The main objectives are to determine the factors that influence customer loyalty to commercial airlines. The study has a quantitative approach, complemented by a qualitative component, and is descriptive and correlational, with a non-experimental and cross-sectional design. The estimated population is 400 passengers who have used commercial airlines in Guayaquil in the last year. Simple random probability sampling was applied to a sample of 385 respondents through structured surveys and expert interviews. Among the main expected results, it is suggested that higher perceived service quality, process standardization, and participation in loyalty programs have a positive and significant effect on customer loyalty, increasing the likelihood of repeat purchases and long-term retention. These findings will be crucial for optimizing loyalty strategies, improving customer satisfaction, and strengthening air connectivity.