The Impact of Cybersecurity on Brand Loyalty in Airlines: A Study from a Customer Perspective

Document Type : Original Article

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Department of Tourism Studies, Faculty of Tourism and Hotels, Sadat City University

Abstract

Security is essential for protection and progress, especially with technological advancements. Despite the benefits offered by information technology, cybercrimes have emerged targeting the theft of corporate information, particularly that of airlines and their customers. This has led to a loss of customer trust and loyalty. The study aimed to analyze the impact of cybersecurity on brand loyalty in airlines from the customer perspective. To achieve this goal, the research relied on a descriptive analytical approach. 500 surveys were distributed electronically to a random sample of customers. Of these, 436 were returned, all of which were valid and analyzable. The response rate reached 87.2%. The collected data was analyzed using SPSS V.26. The results showed a strong positive relationship between cybersecurity and customer loyalty to airline brands. This means that the more an airline is committed to implementing cybersecurity principles across its information networks and systems to protect and secure its information and customer data, the greater the customer trust and loyalty. The study recommended that airline managers adopt cybersecurity principles to protect and secure the company's and customers' data. It also urged airlines to disclose their implementation of cybersecurity policies on their websites, as this represents a competitive advantage for the company and contributes to creating positive mental associations among customers.

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