The Mental Image of Berniq Airways among the Public in Misrata City: A Field Study

Abstract

The study aimed at identifying the role and significance of Berniq Airways' mental image amongst the public in Misrata city. This was achieved by defining the concept of mental image and its dimensions in the context of the airliners, determining the level of awareness and knowledge of Berniq Airways in the public of Misrata city, and analyzing the most significant factors influencing the formation of mental image of Berniq Airways in Misrata city. The study also pursued to identifying the impact of this mental image on the public's preference for Berniq Airways when choosing aviation services. It then set forth proposals to help improving the mental image of Berniq Airways, and to enhancing its position amongst Libyan public. To achieve the study's objective, a descriptive approach was applied, using a questionnaire to collect data from the study's sample, i.e., 199 travelers/respondents during the study period in Misrata city. The study found that most respondents traveled by air flights 2-3 times annually (%43.2), this reflects that the majority of the respondents had relatively low to average travel experience. The percentage of respondents who traveled with Berniq Airways was %89.9, demonstrating the popularity of this company among the sample's individuals. The percentage of participants who had good knowledge of the company hit %49.2, this reflects that the company is privileged with a noticeable presence in the customers' minds. The results indicate that travelers hold a positive mental image of Berniq Airways, with high general satisfaction about its services. This is associated with the trust, good reputation in the Libyan market, and the professionalism of its employees, which enhances its standing in the minds of customers (travelers).