The Effect of Cabin Attendants’ Brand Loyalty on Their Repeat Purchase Behavior

The purpose of this study; To examine the effect of brand loyalty on the repurchase behaviors of cabin crew working in airline companies across Turkey. In the study in which the online survey technique was used; Data were collected from a total of 403 cabin crew members using the convenience sampling method. In the study, it was determined that female cabin crew members had a higher level of brand loyalty and showed repeat purchase behaviors. It was determined that cabin crew members aged 35 and under and 36-40 years old who participated in the study had more brand loyalty than people aged 41 and over. On the other hand, it was determined that cabin crew members aged 36-45 showed more repurchase behaviors than officers aged 46 and over. The brand loyalty of cabin crew with undergraduate degrees was higher than that of graduate graduates. When we look at the re-purchasing behaviors; It was observed that undergraduate graduates showed more behaviors than both associate and graduate graduates. While there was no significant difference between the loyalty levels of the cabin crew according to their income status; It has been revealed that those with high income show more repeat purchase behavior. According to the frequency of shopping, it has been determined that the loyalty shown by the cabin crew who shop daily is higher than that of the annual shoppers. In addition, it was observed in the study that brand loyalty positively affected the repurchase behavior of cabin crew.