SUMMARY
This paper analyzes the switching costs of air transport users, in relation to the airlines, of Goiânia International Airport, on the line chosen. For this, were collected the stated preferences of the passengers of this airport and, through of the discrete choice model multinomial logit, were determined the switching costs for the services in question. In other words, was measured the critical percentage change in the price of airline tickets that makes a customer loyal to a company move yourself to other services. Were estimated switching costs for four companies.