MUT study on airline choice attribute makes headlines in Cape Town

Dr Fuyane

It has been an exciting two weeks for MUT research in the news media. Efforts by MarComms to generate publicity for research by the University’s researchers and academics have been met with some enthusiasm by the media paving the way for MUT to claim its other place as a knowledge producer.

One such research that attracted news media attention was conducted by Dr Nkululeko Fuyane, Dr Mpuzu Sikwela and Mnelisi Xaba, all in the Faculty of Management Sciences. The study investigated attributes that influenced consumers in choosing airlines to fly within South Africa.

The study, titled: Airline preference and choice factors in the South African domestic passenger market: An exploratory study, found airline reliability to be the most important attribute that influences customer preference and choice of the airline in South Africa, ahead of ticket prices and airline safety.

When the story was sent out, it became an instant hit in the media given the increasing petrol prices in South Africa which is likely going to affect ticket prices. The story went as far as being covered by Die Burger, a Cape Town-based Afrikaans newspaper.

The lead researcher, Dr Fuyane, was also invited for an interview on SA FM to talk about the study.