Factors Affecting Customer Loyalty Towards Airlines Industry in Malaysia: An Exploratory Analysis

Page created by Roger Rhodes
 
CONTINUE READING
ijcrb.com                                                                         OCTOBER 2014
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                     VOL 6, NO 6

                      Factors Affecting Customer Loyalty Towards
                 Airlines Industry in Malaysia: An Exploratory Analysis
                      1
                          Mohd RemieMohd Johan*2Dr Noor Anida Zaria Mohd Noor
                             3
                               Nurhidayah Bahar4Liu Mei Yan 5Low Hwei Ping
          1,2,3,4,5
             Faculty of Business and Information Science, UCSI University, Malaysia
Corresponding Author *
MohdRemieMohd Johan Faculty of Business and Information Science UCSI University
No.1 JalanMenaraGading, UCSI Heights 56000 Cheras, Kuala Lumpur, Malaysia

Abstract
Airline companies are making efforts to build long-term relationships with their customers and
strategically maintain their airline loyalty. The retention of valuable customers is an essential
prerequisite for the industry to achieve a sustainable competitive advantage. To gain further
understandings, this research studied the four main factors that affecting customer loyalty in the
airline industry: customer satisfaction, perceived value, perceived quality and the corporate image
of the airline companies. Perceived quality had the strong positive relationship with customer
loyalty, and it was the most significant variable that affected customer loyalty. Satisfaction,
perceived value and corporate image had moderate positive relationship on customer loyalty.
Suggestions and implications for airline companies have been introduced. Airlines industry
meeting customers’ needs and wants by reducing the gaps between customer expectation and
customer perception to gain sustainable competitive advantage among their competitors.

Keywords: Customer Loyalty, Customer Satisfaction, Perceived Value, Perceived Quality,
Corporate Image

INTRODUCTION

The purpose of this research is to improve the understanding of customer loyalty towards airlines
industry. The decision making process for a customer in choosing an airlines can be affected by
many variables such as perceived value, corporate image of airlines, customer satisfactions and
perceived quality. While having to manage all those challenges, airlines are always facing strong
competition. One way to strengthen an airline firm’s competitive position is to retain customers
as loyal users of their airlines. Loyal customers not only increase the value of business, but also
enable to maintain costs lower than those associated with attracting new customers. Customer
loyalty has become a key factor for success in the service industry. In such a highly competitive
market, service providers in many industries have discovered the importance of customer
retention.

Identified as one of the more intangible service industries (Clemes et al., 2008), airline industry
plays an important role in the global economy (Tiernan et al., 2008) but none of them are in the
hand of airlines control. The recent world economic downturn in 2008/2009 has had a hit on the
market of business travel and also aviation industry. As a result, the aviation industry worldwide,
experiences an increasing popularity of the low cost airlines. This popularity is magnified with

COPY RIGHT © 2014 Institute of Interdisciplinary Business Research                              12
ijcrb.com                                                                          OCTOBER 2014
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                      VOL 6, NO 6

the adoption of deregulation practices in the airline industry by many countries (Clemes et al.,
2008; Saha and Theingi, 2009).

There are numerous international airlines that take visitors and travelers to Malaysia from all
major parts of the globe. Despite the many operators of airlines, the airline industry in Malaysia
is monopolized by two main operators -- Passenger airline and Cargo airlines. There is a fierce
competition among the airline service providers who are always looking to extend their services
and are always challenging their own limits. The main passenger airlines in Malaysia are Air
Asia, Eaglexpress, Berjaya Air which is owned by Berjaya Group, Malaysia Airline System
Berhad (MAS), Firefly which is owned by MAS, Layang-Layang Aerospace which is a regional-
chartered airline based in Sabah that provide air services to Layang-Layang Island, and Malindo
Air which is a planned airline between Malaysia’s National Aerospace and Defense Industries
(NADI) and Lion Air of Indonesia. Cargo airlines that operate in Malaysia are Athena Air
Services, MASkargo, Transmile Air Services and Neptune Air.

Problem Statement
In a highly competitive environment, customer loyalty has become an increasingly effective
means for securing a firm’s profitability, Reichheld&Sasser, 1990; Reinartz& Kumar, 2002. In
the airline industry, profitability of airline companies has always been challenged by a number of
external factors.

According to Doganis (2006), running airlines profitable has always been a great challenge. In
addition to intense competition diminishing airlines’ profits, airlines are exposed to market
volatility, legal regulations restricting operations, and a disadvantageous cost structure with high
fixed costs (Delfmann et al., 2005; Shaw, 2007).

New competitors are being encouraged to enter the market due to the ongoing deregulation and
liberalization of airline industry over time. Low-cost carriers such as AirAsia are slowly taking
over the cost leadership in the aviation industry in Malaysia. Whereas, traditional network
carriers such as MAS typically pursue a service differentiation strategy, are struggling to make
profit or facing bankruptcy. Recent 2014 crisis on MAS gives a negative impact on their
reputation and image. The disappearance of Malaysia Airlines Flight MH370 will add to the
growing financial problems at the country’s state-run carrier, which is already mired in steep
losses, (Joanneet al., 2014).

In the meantime, airline services are focusing more towards their marketing strategies to retain
their profitable customers in this highly competitive landscape by offering more sales discounts
and promotions. Although they have lent themselves to a relationship marketing approach, many
of the customer-related efforts of airlines center around loyalty programs that aim to increase
short-term sales instead of focusing on long-term quality relationships between the airline and its
customers (Bejou& Palmer, 1998).

The logic of such a short-term perspective is questionable when considering the number of
challenges facing the airline industry, including intense competition; the fact that the demand for
air transport has decreased during the past few years due to a global economic decline (Fodness&
Murray, 2007).

COPY RIGHT © 2014 Institute of Interdisciplinary Business Research                               13
ijcrb.com                                                                          OCTOBER 2014
    INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                     VOL 6, NO 6

Research Objectives

   To explore the relationship between satisfaction and customer loyalty in airline industry in
    Malaysia
   Todiscover the relationship between perceived value and customer loyalty in airline industry
    in Malaysia
   To identify the relationship between perceived quality and customer loyalty in airline industry
    in Malaysia
   To discover the relationship between corporate image and customer loyalty in airline industry
    in Malaysia

Research Questions

   What is the relationship between the factors of satisfaction towards customer loyalty in airline
    industry in Malaysia?
   What is the relationship between the factors of perceived value towards customer loyalty in
    airline industry in Malaysia?
   What is the relationship between the factors of perceived quality towards customer loyalty in
    airline industry in Malaysia?
   What is the relationship between the factors of corporate image towards customer loyalty in
    airline industry in Malaysia?

Theoretical Framework

            Satisfaction

          Perceived Value                                            Customer
                                                                      Loyalty
             Perceived
              Quality
          Corporate Image

                Figure 1: Customer Loyalty Model - AdreassenandLindestad(1998)

According to Figure 1, which is adapted from research conducted by Adreassenand
Lindestad(1998) customer loyalty was the dependent variable. Satisfaction, perceived value,
perceived quality and corporate image were the independent variable. The main idea behind this
study is to identify the impact of each variable on customer loyalty and what kind of relationship
that they had and which variable was the most significant factor on customer loyalty.

COPY RIGHT © 2014 Institute of Interdisciplinary Business Research                               14
ijcrb.com                                                                          OCTOBER 2014
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                      VOL 6, NO 6

Research Hypothesis

H₁: There is a significant relationship between satisfaction and customer loyalty in         airline
industry in Malaysia.
H₂: There is a significant relationship between perceived value and customer loyalty in      airline
industry in Malaysia.
H₃: There is a significant relationship between perceived quality and customer loyalty in    airline
industry in Malaysia.
H₄: There is a significant relationship between corporate image and customer loyalty in      airline
industry in Malaysia.

LITERATURE REVIEW

Customer Loyalty
The globalization of competition, saturation of markets and development of information
technology have enhanced customer awareness and created a situation where long-term success is
no longer achieved through optimized product price and qualities. Nowadays, without the
awareness of consumer behavior and correct understanding of it, it is impossible for companies to
take appropriate measures to meet their customers’ needs and wants. How to build good
relationship with customers becomes more and more important. Customer loyalty is often
recognized as being a strategic objective for firms and it is a critical aspect for firms. At a very
general level, customer loyalty is the feeling of the attachment or affection for a company’s
people, products or services (Jones and Sasser, 1995). The most comprehensive definition of
customer loyalty is from Oliver (1999). He stated that customer loyalty is a deeply held
commitment to rebuy or re-patronize a preferred products or services consistently in the future.
Loyalty of a firm’s customers has been recognized as the dominant factor in a business
organization’s success and sustainability.

Customer Loyalty towards Airline Industry in Malaysia
Since airline companies are very concerned about customer loyalty, they need to review and
reexamine their strategies not only to sustain customer loyalty but also to remain competitive.
Natalisa and Subroto (2003) suggested that domestic airline operators need to honor promises
made in their promotional and external communication materials. Due to the dynamic
environment and increasing demand of better service from the customer, it is a must for airline to
provide excellent service and focus on continuing improvement, so that they can remain the
uniqueness of their services and create more competitive advantages than the competitors.
Continuous training activities should also be provided to frontline operators, in addition to
developing various kinds of loyalty programs to ensure continued customer loyalty. Chin (2002)
stated that an attractive frequent flier program could actually contribute to increased loyalty from
the repeat business of an increased number of customers. In addition, Dick and Basu (1994)
suggested that reliability and confidence might encourage loyalty to the service provider.
Customer loyalty is very important for the survival of service provider companies.

COPY RIGHT © 2014 Institute of Interdisciplinary Business Research                               15
ijcrb.com                                                                           OCTOBER 2014
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                       VOL 6, NO 6

Satisfaction
Achieving customer satisfaction has long been identified as the key to customer loyalty
(Anderson and Sullivan, 1993), and it is thus no surprise that service providers seek to manage
and increase satisfaction (Bolton, 1998). Customer satisfaction is the key factor determining how
successful the organization will be in customer relationships (Reichheld et al., 1996), therefore, it
is very important to measure those factors. Airlines have been one of the leading industries in the
development of relationship marketing strategies (Bejou and Palmer, 1998). Satisfaction is a key
factor in formation of customer’s desires for future purchase (Mittal & Kamakura, 2001). It is an
overall attitude that is based on customer experience. Kotler and Armstrong (1996) define
customer satisfaction as “a person’s feeling of pleasure or disappointment resulting from
comparing a product or service’s perceived performance in relation to his or her expectation
(Kotler, 2003). Therefore, satisfaction is closely related to consumers’ expectation and
experience. Real customer satisfaction, therefore, represents the difference between what
customers actually expect to get and the actual service performance exceeding such expectations.
Customer satisfaction depends on a variety of factors, including perceived service quality,
customer’s mood, emotions, social interactions and other experience-specific subjective (Rust
and Oliver, 1994).

Perceived Value
Customer perceived-value is defined as the perception about quality, social psychology, benefit
and money (Bishop, 1984; Velimirović, et al., 2011). Dodds and Monroe (1985) mentioned that
perceived value is an important factor in consumer’s purchasing decision process and consumers
will buy a product with high perceived value. Dodds and Monroe (1985) and Zeithaml (1988)
contended that consumers will evaluate what they give and what they get in their subjective
perception when they are buying a product or service. According to Utility Theory, the
probability of purchase intention will increase when customers acquire more benefits than they
pay for a product (Dickson and Sawyer, 1990). There is also positive association found between
consumer perceived value and customer loyalty (Yang & Peterson, 2004; Sirdeshmukh et al.
2002).

Perceived Quality
Perceived quality is simply the overall customer’s assessment of the standard process of
receiving customer services (Hellier, et al, 2003). Some experts believe that the perceived quality
is the extent of compliance rate between perceived performance and customer expectations
(Athiyaman, 1997; Bejou, et al, 1996). Some other researchers take the perceived quality as the
result of satisfaction (Anderson and Sullivan, 1993). Store brand image can be impressed
positively by perceived quality (Zins, 2001; Selnes, 1993). Consumeralso often judges the quality
of a product or service on the basis of a variety of informational cues that they associate with the
product. Some of these cues are intrinsic to the products, whereas others are extrinsic. Perceived
quality has direct impact on customer purchase decision and brand loyalty, especially during the
time customers have less or no information of the products that they are going to purchase
(Aaker, 1991; Armstrong and Kotler, 2003).

COPY RIGHT © 2014 Institute of Interdisciplinary Business Research                                16
ijcrb.com                                                                          OCTOBER 2014
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                      VOL 6, NO 6

Corporate Image
Corporate image is defined as the perception of an organization in the customers’ minds,
referring to the brand and the kind of associations that customers obtain from a brand, goods,
service and/or organization (Nguyen & Leblanc, 2002). The concept of the corporate image came
to existence during 1950s and 1960s, but scholars have focused the center of their research on
corporate brands in recent years (Balmer and Greyser, 2006). Walters (1978) suggested that while
corporate image covers a substantial amount of factors, as far as consumers are concerned, the
most essential aspects may be summarized into organizational image, functional image and
merchandize image. Nguyen and LeBlanc (2002) believe that factors that constitute corporate
image might have originated from customers’ awareness of corporations as physical entities and
their behaviors, including corporation name, tradition, management philosophy, diversification of
products and so forth.Park et al. (2006) found that airline image has a significant direct effect on
airline customers’ future behavioral intentions. Investigating antecedents of customer loyalty in
the commercial airline industry, Zins (2001) identified corporate image to have the strongest
influence on customer loyalty. Andreassen and Lindestad (1998) investigated the influence of
corporate image on perceived quality, customer satisfaction, and loyalty in the Norwegian
package tour industry and found corporate image to have an impact on all three constructs.

METHODOLOGY

Research Design
Research design is a work plan that ensures the evidence obtained to allow the researchers to
answer each of the research questions as clearly as possible (DeVaus, 1991). In this research,the
variables included satisfaction, perceived value, perceived quality and corporate image.Under the
quantitative research approach, researchers selected descriptive study as the research purpose.
Descriptive study was undertaken to find out and describe the characteristics of variables of
interest in a situation (Sekaran &Bougie, 2011). Therefore, in this research,the goal of descriptive
study offered the researchers a profile about the personal information when choosing airlines
services in Malaysia.
Population and Sampling Method
The population of the current survey is comprised of those who have actually experience airline
services offered by the aviation industry, specifically air travelers. The study of loyalty towards
an airline will be based on individual manner. In this study, there were 400 questionnaires
distributed to 400 respondence. Sampling technique of non-probability sampling was chosen in
the sample's collection.

Data Analysis
In this study, researchers used descriptive statistics to better understanding about demographic
profile of respondents and test the level of respondent's understanding towards satisfaction,
perceived value, perceived quality, corporate image and customer loyalty.

Reliability
In this study,the researchers used SPSS to run reliability test on the study variables which
involved satisfaction, perceived value, perceived quality, corporate image and customer loyalty.

COPY RIGHT © 2014 Institute of Interdisciplinary Business Research                               17
ijcrb.com                                                                        OCTOBER 2014
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                    VOL 6, NO 6

FINDINGS

Reliability Test

              Variables             Cronbach’s Alpha               Number of Items
             Satisfaction                   0.783                         4
           Perceived Value                  0.775                         4
          Perceived Quality                 0.858                         4
          Corporate Image                   0.724                         4
          Customer Loyalty                  0.711                         4
                                   Table 1: Cronbach’sAlpha
As shown in Table 4.1, all the variables of the research were accepted as the Cronbach’s Alpha
for each of the variables was above 0.700. There is a pleasant internal consistency among the
items with in the questionnaire as long as its value exceeds 0.700 which fulfill the guidelines
adopted from Sekaran and Bougie(2011). In other words, there liability of the data collected from
those items to measure the variables in this research were acceptable.
Demographic Profile

                       Nationality          Frequency (n)      Percentage (%)
                          Asia                   274                92.6
                         Africa                   16                 5.4
                        Europe                     1                 0.3
                        America                    4                 1.4
                        Oceania                    1                 0.3
                         Total                   296                100
                                          Table 2: Nationality

According to table 4.2.3, most of respondents were from Asia, which gain 92.6%. Respondents
from Africa gained the second highest percentage which is 5.4% (16 respondents), and it
followed by respondents from America, which is 1.4% (4 respondents). The rest from Europe and
Oceania gained 0.3% for each.

Coefficients

                         Unstandardized      Standardized
      Model                Coefficients      Coefficients
                          B      Std. Error      Beta             t        Sig.
    (Constant)          .049        .564                        .087       .931
   Satisfaction         .182        .042         .191          4.342       .000
 Perceived Value        .228        .039         .247          5.898       .000
Perceived Quality       .403        .037         .438         10.784       .000
Corporate Image         .165        .046         .152          3.602       .000
                                        Table 3: Coefficients

COPY RIGHT © 2014 Institute of Interdisciplinary Business Research                            18
ijcrb.com                                                                        OCTOBER 2014
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                    VOL 6, NO 6

Hypothesis
H₁: There is a significant relationship between satisfaction and customer loyalty in airline
    industry among international students in Malaysia.

According to the result of correlation between satisfaction and customer loyalty, r value=0.653,
which means there is a moderate positive relationship between the set wovariables. Besides, in
multiple regression analysis, the p-value=0.000, which is less than 0.05, indicate that the
correlation is relevant and the set wo variables are linearly related. So H₁ is accepted,which
means there is a significant relationship between satisfaction and customer loyalty in airline
industry among international students in Malaysia. However, satisfaction is not the most
significant factor that affects customer loyalty. According to multiple regression analysis,
researchers found out that satisfaction was the 3rd significant variable on customer loyalty.

H₂: There is a significant relationship between perceived value and customer loyalty in airline
    industry among international students in Malaysia.

According to the result of correlation between perceived value and customer loyalty, r
value=0.644, which means there is a moderate positive relationship between the set wo variables.
Besides,the p-value=0.000, which is less than 0.05, indicate that the correlation is relevant and
these two variables are linearly related. So H₂is accepted,which means there is a significant
relationship between perceived value and customer loyalty in airline industry among international
students in Malaysia. However, perceived value is not the most significant factor that affects
customer loyalty. According to multiple regression analysis, researchers found out that perceived
value was the 2nd significant variable on customer loyalty

H₃: There is a significant relationship between perceived quality and customer loyalty in airline
    industry among international students in Malaysia.

According to the result of correlation between perceived quality and customer loyalty, r
value=0.736, which means there is a strong positive relationship between these two variables.
Besides, thep-value=0.000, which is less than 0.05, indicate that the correlation is relevant and
these two variables are linearly related. So H₃ is accepted, which means there is a significant
relationship between perceived quality and customer loyalty in airline industry among
international students in Malaysia. According to multiple regression analysis, Further more, it
also showed the perceived quality is the most significant factor that affected customer loyalty.

H₄: There is a significant relationship between corporate image and customer loyalty in airline
    industry among international students in Malaysia.

According to the result of correlation between corporate image and customer loyalty, r
value=0.620, which means there is a moderate positive relationship between these two variables.
Besides, the p-value=0.000, which is less than 0.05, indicate that the correlation is relevant and
these two variables are linearly related. So H₄ is accepted,which means there is a significant
relationship between corporate image and customer loyalty in airline industry among

COPY RIGHT © 2014 Institute of Interdisciplinary Business Research                             19
ijcrb.com                                                                           OCTOBER 2014
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                       VOL 6, NO 6

international students in Malaysia. According to multiple regression analysis, researchers find out
that corporate image was the 4th significant variable on customer loyalty.

Conclusion

As the knowledge of the researcher, there has not been much research conducted to examine the
customer loyalty model adopted from Andreassenband Lindestad (1998) for airline industry. If
the research finds out that there is a significant relationship, this means that we will know factors
have impact on airline customer loyalty. Thus, airline industries will be more aware of the
different kinds of factors that will help to achieve customer loyalty. Customer's loyalty is
important to any airline in term of enhancing their profit. Without customers it's impossible for
the air industry to enhance or grow. Theoretically, this study, the researcher hopes that a linkage
will show between customer satisfaction, perceived value, perceived quality and corporate image
with customer loyalty.

COPY RIGHT © 2014 Institute of Interdisciplinary Business Research                                20
ijcrb.com                                                                        OCTOBER 2014
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                    VOL 6, NO 6

REFERENCES

1. Aaker, D.A.(1991). Managing Brand Equity: Capitalizing on Value of a Brand Name. The
    Free Press, New York, ISBN: 0-02-900101-3, pp: 299.
2. Armstrong, G. and Kotler P.(2003). Marketing: An Introduction. 6th Ed., Pearson Prentice
    Hall, New Jersey, ISBN: 0-13-035133-4, pp: 714.
3. Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer
    satisfaction for firms. Mark. Sci., 12, 125-143.
4. Andreassen, T.W., Lindestad, B. (1998). Customer loyalty and complex Services: The impact
    of corporate image on quality, customer satisfaction and loyalty for customers with varying
    degrees of service expertise. International Journal of Service Industry Management, 9(1): 7-
    23
5. Athiyaman, A. (1997). “Linking student satisfaction and service quality perceptions: the case
    of university education”. European Journal of Marketing, Vol. 31 No. 7, pp. 528-40.
6. Bejou, D., Wray, B., & Ingram, T. N. (1996). Determinats of relationship quality: an artificial
    neural network analysis. Journal of Business Research, 36(June), 137-43.
    http://dx.doi.org/10.1016/0148-2963(95)00100-X
7. Bejou, D. & Palmer, A. (1998). Service failure and loyalty: an exploratory empirical study of
    airline customers. Journal of Services Marketing, 12(1): 7–22.
8. Belmer, J. M. T. &Greyser, S. A. (2006). Corporate marketing: Integrating corporate identity,
    corporate branding, corporate communication, corporate image and corporate reputation.
    European Journal of Marketing. 40(7/8). pp:730-741.
9. Bishop, W.R.Jr. (1984). Competitive intelligence. Progressive Grocer, 63(3), str. 19-20
10. Bolton, R.N. (1998). A dynamic model of the duration of the customer’s relationship with a
    continuous service provider: the role of satisfaction. Marketing Science, Vol. 17 No. 1, pp.
    45-65.
11. Chin, A. (2002). Impact of Frequent Flyer Programs on the Demand for Air Travel. Journal
    of Air Transportation, Vol. 7 No. 2, pp. 53-86.
12. Clemes MD, Gan C, Kao T-H &Choong M (2008). An empirical analysis of customer
    satisfaction in international travel. Innov. Mark., 4(2): 49- 62.
13. De Vaus, D.A. (1991). Surveys in Social Research. 3rd ed., Allen & Unwin. London.
14. Delfmann, D., Baum, H., Auerbach, &Albers, S. (2005). Strategic management in the aviatio
    n industry. Aldershot: Ashgate Publishing Ltd.
15. Dick, A. and Basu, K. (1994). Customer loyalty towards an integrated framework. Journal of
    the Academy of Marketing Science, Vol. 22 No. 2, pp. 99-113.
16. Dickson, P. R., & Sawyer, A. G. (1990). The price knowledge and search of supermarket
    shoppers. Journal of Marketing, 54, 42-53.
17. Dodds, W. B. & Monroe, K. B. (1985). The effect of brand and price information on
    subjective product evaluations. Advances in Consumer Research, 12(1), 85-90.
18. Doganis, R. (2006). The airline business. 2nd ed., Abingdon: Routledge.
19. Fodness, D. & Murray, B. (2007). Passengers’ expectations of airport service quality. Journal
    of Services Marketing, 21(7): 492–506
20. Hellier, P. K., Ceursen, G. M., Carr, R. A., & Rickard, A. (2003). Customer repurchase
    intention: A general structural equation model. European Journal of Marketing, 37(11/12),
    1762-1800. http://dx.doi.org/10.1108/03090560310495456

COPY RIGHT © 2014 Institute of Interdisciplinary Business Research                             21
ijcrb.com                                                                        OCTOBER 2014
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                    VOL 6, NO 6

21. Joanne, C., Hunter, G &Raghuvanshi, G. (2014). Missing flight to add to Malaysia Airlines’
    financial woes. The Wallstreet Journal. Retrieved from
    http://online.wsj.com/news/articles/SB10001424052702304020104579430230473811994
22. Jones, T.O. and Sasser, E.W. (1995). Why satisfied customers defect. Harvard Business
    Review, 73(6), 88-99
23. Kotler, P. (2003). Marketing Insights from A to Z: 80 Concepts Every Manager Needs to
    Know [J]. Journal of Customer Marketing, Vol. 21 (No.4): 285-286.
24. Kotler, P. & Armstrong, G. (1996). Principles of Marketing. Prentice-Hall, New Jersey.
25. Mittal, V. and Kamakura, W.A. (2001). Satisfaction, repurchase intent, and repurchase
    behavior: investigating the moderating effect of customer characteristics. Journal of
    Marketing Research, Vol. 38 No. 1, pp. 131-42
26. Natalisa, D. and B. Subroto. (2003). Effects of Management Commitment on Service Quality
    to Increase Customer Satisfaction of Domestic Airlines in Indonesia. Singapore Management
    Review 25, no.1: 85-104.
27. Nguyen, N., & Leblanc, G. (2002). Contact personnel, physical environment and the
    perceived corporate image of intangible services by new clients. International Journal of
    Service Industry Management, 13(2), 242-262.
28. Oliver, Richard L. (1999). Whence Customer Loyalty. Journal of Marketing, Vol. 63, Special
    Issue, pp. 33-44.
29. Park, J.W., Robertson, R., Wu, C.L. (2006). Modelling the Impact of Airline Service Quality
    and Marketing Variables on Passengers’ Future Behavioural Intentions. Transportation
    Planning and Technology, 29(5): 359-381
30. Reichheld, F.F., Sasser, W.E. (1990).Zero defections: quality comes to services. Harvard Busi
    ness Review, Vol. 68, pp. 105‐111.
31. Reichheld, F. F., Teal, T. & Smith, D. K. (1996). The loyalty effect. Harvard Business School
    Press Boston.
32. Reinartz, W. J., Kumar, V. (2002).The mismanagement of customer loyalty.
    Harvard Business Review, Vol. 80 No. 7, p. 86‐94.
33. Rust RT & Oliver RL (1994). Service quality: insights and managerial implications from the
    frontier in Service Quality: New Directions in Theory and Practice. Rust R & Oliver R (Eds),.
    Thousand Oaks, CA, SAGE Publications, 1-19.
34. Saha GC, Theingi (2009). Service quality, satisfaction, and behavioural intentions: A study of
    low-cost airline carriers in Thailand. Manag. Serv. Qual., 19(3): 350-372.
35. Selnes, F. (1993). An examination of the effect of product performance on brand reputation,
    satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35.
    http://dx.doi.org/10.1108/03090569310043179
36. Sekaran, U. &Bougie, R. (2011). Reseacrh Methods for business: A skill building approach.
    (5thed). New Delhi: John Wiley & Sons.
37. Shaw, S. (2007). Airline marketing and management, 6th ed., Aldershot: Ashgate Publishing
    Ltd.
38. Sirdeshmukh, D., Singh, J.,&Sabol, B. (2002). Customer trust, value, and loyalty in relational
    exchanges. Journal of Marketing, 66:15–37.
39. Tiernan S, Rhoades DL &Waguespack B (Jr) (2008). Airline service quality: Exploratory
    analysis of consumer perceptions and operational performance in the USA and EU. Manag.
    Serv. Qual. 18(3): 212-224.

COPY RIGHT © 2014 Institute of Interdisciplinary Business Research                             22
ijcrb.com                                                                    OCTOBER 2014
   INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS                VOL 6, NO 6

40. Velimirovic D, Velimirovic M &Stankovic R (2011). Role and importance of key
    performance indicators measurement. Serbian Journal of Management, Vol. 6, No. 1, pp. 63-
    72.
41. Walters, C.G. (1978). Consumer Behavior: An Integrated Framework. New York: Richard D.
    Irwin Inc
42. Yang, Z., & Peterson, R. (2004). Customer perceived value, satisfaction, and loyalty: The
    role of switching costs. Psychology and Marketing, 21(10), 799–822.
43. Zeithaml VA (1988). Consumer perceptions of price, quality, and value: a means-end model
    and synthesis of evidence. J. Mark., 52(3): 2-22
44. Zins, A.H. (2001). Relative attitude and commitment in customer loyalty models – some
    experiences in the commercial airline industry. International Journal of Service Industry
    Management, 12(3): 269-94.

COPY RIGHT © 2014 Institute of Interdisciplinary Business Research                        23
You can also read