Sukri, Suriani and Abdullah, Fazlynda and Waemustafa, Waeibrorheem (2014) Customer satisfaction and loyalty in the airline industry: A case study of Malaysia Airlines (MAS) and Air Asia. In: International Case Study Conference (ICSC 2014), 18-19 August 2014, Putra World Trade Centre, Malaysia.

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Abstract

This case study has been conducted for the purpose of examining the differences of customer satisfaction and customer loyalty between Malaysia Airlines (full service airline) and Air Asia (low cost airline) in Malaysia.152 usable questionnaires were obtained from respondent at two major airline terminals in Kuala Lumpur. The descriptive data analysis and statistical findings revealed that three dimensions were found to be critical in relation to customer satisfaction and customer loyalty between Malaysia Airlines (full service airline) and Air Asia (low cost airline) in Malaysia.The factors are service quality, price and services capes.Generally, respondents gave different levels of satisfaction with service quality provided by Air Asia but Air Asia was perceived better than Malaysia Airlines price wise. On the other hand, Malaysia Airlines was perceived better in service quality.Meanwhile, both airline consumers accept the services capes of both airlines.The paper highlights some of its theoretical and managerial implications of the development of airline industry.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	eISBN: 978-967-11030-2-9 Organized by: Institute for Management and Business Research (IMBRe) Universiti Utara Malaysia
Uncontrolled Keywords:	Customer Satisfaction, Loyalty, Service Quality, Price, Servicescapes, Airline Industry
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Othman Yeop Abdullah Graduate School of Business
Depositing User:	Dr. Waeibrorheem Waemustafa
Date Deposited:	01 Sep 2015 02:01
Last Modified:	18 Apr 2016 07:16
URI:	https://repo.uum.edu.my/id/eprint/15315

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