Prioritizing Customers’ Preferences of Iranian Domestic Flights Using Exploratory Factor Analysis and Confirmatory Factor Analysis

Subject Areas : Sustainable Development

Amin  Salimian Noudushan ¹ (M.A., Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran)
Mozhde  Rabbani ² (Assistant Professor, Department of Industrial Management, Yazd Branch, Islamic Azad University, Yazd, Iran (Correspondence Officer))
Shahnaz  Nayebzade ³ (Associate Professor, Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran)

Received: 2019-04-05 Accepted : 2019-07-03 Published : 2020-02-20

Keywords: Exploratory Factor Analysis, confirmatory factor analysis, Customers' Preferences, Domestic Flights,

Abstract :

The purpose of this study is to prioritize the preferences of domestic flights customers through exploratory and confirmatory factor analysis. This research is practical in terms of its purpose and according to its nature, the applied method is descriptive-survey. The statistical population of that are customers of domestic flights of Islamic Republic of Iran airlines. The research sample consisted of 145 people who were selected by simple random sampling method. To collect data, a standard questionnaire was developed using the 5 options Likert range. Validity of the questionnaire was confirmed through content validity and its reliability was confirmed by the Cronbach's alpha coefficient, which is 0.910. Using exploratory factor analysis using SPSS software, 29 variables that affect the preferences of domestic airline clients were grouped into 7 factors and then they were prioritized by confirmatory factor analysis in LISREL software. The results of this study showed that safety factor has the most impact on the customers' preferences and hobby aspect has the least impact on customer preferences.