A model of commitment for Generation Y: A survey on airline companies

Abstract

Based on two theories in marketing literature (organizational commitment and investment model), this study aims to develop the commitment of consumers of Generation Y to the airlines which make sales online through their websites. The research was applied to 190 students from different departments of Izmir Economy University who were specified as Generation Y consumers. The participants were determined by convenience sampling. According to the results of structural equation modelling, affective commitment and continuance commitment have positive effect on word of mouth communication. This study found that affective commitment was a much more important factor in progression and development of relationship marketing. Another result found in this study is that investment size and satisfaction affect the continuance commitment and affective commitment in a positive way. The relationship between quality of alternatives and dimension of commitment was not supported.