VALUE CREATION AND AIR TRAVELLER PATRONAGE OF INDIGENOUS AIRLINES IN NIGERIA

Abstract

The extant empirical study intended at examining the extent to which value creation influences air traveller’s patronage of Nigerian local airlines. Perceptibly, some Nigerian indigenousairlineshave been experiencing low movement of air passengers. Relying on a Social Systems Theorywhich encourages social interactions within the organisation, and to a great extent resulting to value creation, the researcher expected that value creation attracts patronage of these airlines which fly locally in Nigeria. To achieve this objective, a cross sectional survey research design was adopted with questionnaire as the data collection instrument. 4 hypotheses were formulated and tested using Spearman’s Rank Order Correlation statistical tool aided by Statistical Package for Social Sciences (SPSS) at 1% significant level. From the findings, the study shows statistically strong and positive relationship between value creation and air traveller patronage of those airlines plying locally in Nigeria. This paper hence, concludes that dimensions of value creation are associated to the variables used in measuring patronage. Consequently, the study recommends among others that Nigerian local airlines that aim at improving air travellers’ patronage should ensure that value created and added to services rendered to air travellers areconsisitent and given the utmost attention for the sustainability of the firm.