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Article history: Received: July 9 2019 Received in revised format: July 19 2019 Accepted: August 23, 2019 Available online: August 23, 2019 Customer loyalty plays an important role for the success of aviation companies. Most airlines companies recognized that a frequent flyer is about 10 times more valuable than an associational flyer. As a result, it is essential to evaluate determinants of Vietnamese frequent flyers related to loyalty toward American-based airlines like Delta Air Lines. The customer loyalty was impacted by service quality, brand image, perceived value, pricing policy, and customer satisfaction. A sample of 300 Vietnamese frequent flyers of Delta Air Lines was collected for this study. The primary data was analyzed with SPSS and AMOS. The results indicate that service quality had no impact on customer loyalty of Delta Air Lines frequent flyers in Vietnam while the rest variables maintained some effects. There were several limitations of this study such as sampling, questionnaires design, and data collection. This research also contributed implications for further studies about customer loyalty in aviation industry. © 2020 by the authors; licensee Growing Science, Canada

Evaluating the determinants of Vietnamese frequent flyers’ loyalty in civil aviation industry: The case of Delta air lines