How to establish customer trust and retention in a highly competitive airline business

Simarmata, J.; Keke, Y.; Veronica; Silalahi, S. A.; Benkova, E.

doi:10.17512/pjms.2017.16.1.17

Artykuł - szczegóły

Tytuł artykułu

How to establish customer trust and retention in a highly competitive airline business

Autorzy

Simarmata J. , Keke Y. , Veronica , Silalahi S. A. , Benkova E.

Treść / Zawartość

Pełne teksty:

Pobierz

Identyfikatory

DOI

10.17512/pjms.2017.16.1.17

Warianty tytułu

Budowanie zaufania klientów i ich utrzymywanie w wyjątkowo konkurencyjnym biznesie lotniczym

Języki publikacji

Abstrakty

The Indonesian social class population is increasing in number and the demand for rapid transportation heightens the competition in the airline industry in Indonesia. Many business players in this industry are changing their strategies and start to apply new strategies from intensive marketing, advertising, and promotion up to Low Cost Carriers strategy to get more passengers. Highly competitive market triggers the airline companies to attract and retain customers. Increasingly saturated market drives significant gains; thus, customer retention is essential for airlines industry. This study aims to analyze the influence of Service Quality, Brand Image, Customer Satisfaction, and Customer Trust on Customer Retention. A number of hypotheses are examined using a sample of Customers of Low Cost Carriers in Indonesia (Lion Air, Citilink, Sriwijaya Airline, Kalstar and Air Asia). The data is analyzed using LISREL, collected from 417 passengers who travel from Soekarno-Hatta Airport, Jakarta. We find that Service Quality, Brand Image, Customer Trust, and Customer Satisfaction have positive effect on Customer Retention.

Liczba ludności w Indonezji rośnie, a popyt na szybki transport zwiększa konkurencję w tutejszym przemyśle lotniczym. Wielu graczy biznesowych, w celu pozyskania pasażerów, zmienia swoje strategie i zaczyna stosować nowe, począwszy od intensywnego marketingu, reklamy i promocji do strategii niskokosztowych przewoźników. Wysoce konkurencyjny rynek powoduje, że linie lotnicze przyciągają i zatrzymują klientów. Coraz bardziej nasycony rynek znaczne napędza zyski; w związku z tym utrzymanie klientów jest niezbędne dla przemysłu lotniczego. Celem badania jest analiza wpływu jakości obsługi, wizerunku marki, zadowolenia klienta i zaufania klienta, na jego utrzymanie. Na próbie klientów niskokosztowych przewoźników w Indonezji (Lion Air, Citilink, Sriwijaya Airline, Kalstar and Air Asia) zweryfikowanych zostało wiele hipotez. Dane przeanalizowane zostały za pomocą oprogramowania statystycznego LISREL i zebrane od 417 pasażerów, którzy podróżowali z lotniska Soekarno-Hatta w Dżakarcie. Autorzy są zdania, że jakość obsługi, wizerunek marki, zaufanie klienta i zadowolenie klienta mają pozytywny wpływ na utrzymanie klientów.

Słowa kluczowe

service quality brand image customer satisfaction customer trust customer retention airline business

jakość obsługi wizerunek marki satysfakcja klienta zaufanie klienta utrzymanie klienta biznes lotniczy

Wydawca

Czestochowa University of Technology

Czasopismo

Polish Journal of Management Studies

Rocznik

2017

Tom

Vol. 16, No. 1

Strony

202--214

Opis fizyczny

Bibliogr. 58 poz., rys., tab.

Twórcy

autor

Simarmata J.

juliaters@gmail.com

Trisakti, Institute of Transport Management Jakarta, Indonesia

autor

Keke Y.

yuliakeke@gmail.com

Trisakti, Institute of Transport Management Jakarta, Indonesia

autor

Veronica

Trisakti, Institute of Transport Management Jakarta, Indonesia

autor

Silalahi S. A.

Trisakti, Institute of Transport Management Jakarta, Indonesia

autor

Benkova E.

eva.benkova@unipo.sk

University of Prešov in Prešov, Faculty of Management

Bibliografia

1. Aaker D., 1996, Building Strong brands, New York, NY: Free Press.
2. Aaker D.A., 1991, Managing brand equity: Capitalising On The Value Of A Brand Name, New York, NY: Free Press,.
3. Aaker J.L., 1997, Dimensions of Brand Personality, "Journal of Marketing Research", 34.
4. Abdelmajid A., 1998, Consumers’ True Brand Loyalty: The Central Role of Commitment, "Journal of Strategic Marketing", 6.
5. Ashley Ch., Leonard A.H., 2009, Betrayed by The Buzz? Covert Content and Consumer-Brand Relationships, "Journal of Public Policy and Marketing", 28.
6. Badicu G.D., State V., 2016, Low-cost Aerial Transport in Europe, "Valahian Journal of Economic Studies".
7. Bloemer J.M.M., Kasper H.D.P., 1995, The Complex Relationship Between Consumer Satisfaction and Brand Loyalty, "Journal of Economic Psychology",16.
8. Bodet G., 2008, Customer satisfaction and loyalty in service: Two concepts, four constructs, several relationships, "Journal of Retailing and Consumer Services", 15(3).
9. Bolton R.N., Kannan P.K., Bramlett M.D., 2000, Implications of loyalty program membership and service experiences for customer retention and value, "Journal of the Academy of Marketing Science", 28(1).
10. Bowen J.T., Chen S., 2001, The relationship between customer loyalty and customer satisfaction, "International Journal of Contemporary Hospitality Management", 13(4).
11. Chiou J.-S., Chi-Chung S., 2006, The Effects of Satisfaction, Opportunism, and Asset Specificity On Consumers’ Loyalty Intention Toward Internet Portal Sites, "International Journal Service Industry Management", 17(1).
12. Clara A., Jagdip S., 2005, Curvilinear Effects of Consumer Loyalty Determinants in Relational Exchanges, "Journal of Marketing Research", XIII.
13. Cronin J.J., Taylor S.A., 1992, Measuring service quality: a reexamination and extension, "Journal of Marketing", 56.
14. Day G.S., 1994, The capabilities of market-driven Organizations, "Journal of Marketing", 58(4).
15. Diaconu (Maxim) L., 2012, The Evolution of the Low-cost airlines Between 2000 and 2011. Comparative Analysis Across American and European Low-cost Operators, "Universitatii Bucuresti. Anale Administrative", 6.
16. Doney P.M., Cannon J.P., 1997, An Examination of the Nature of Trust in Buyer-Seller Relationships, "Journal of Marketing", 61(April).
17. Duboff R.S., 1986, Brands, Like People, Have Personalities, "Marketing News", 20(1).
18. Durgee J., 1988, Understanding Brand Personality, "Journal of Consumer Marketing", 5(3).
19. Ercsey I., 2017, The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?, "Journal of Competitiveness", 9(3).
20. Esch F.-R., Herrmann A., Sattler H., 2006, Marketing: Eine managementorientierte Einführung Taschenbuch.
21. Eurostat 2017, available at http://ec.europa.eu/eurostat/statistics-explained/index.php/Air_transport_statistics, Access on: 5.12.2017.
22. Fornell C., Johnson M.D., Anderson E.W., Cha J., Bryant B.E., 1996, The American customer satisfaction index: nature, purpose and findings, "Journal of Marketing", 60(October).
23. Gerpott T.J., Rams W., Schindler A., 2001, Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market, "Telecommunications Policy", 25.
24. Gittell J.H., 2002, Relationships between Service Providers and their Impact on Customers, "Journal of Service Research", 4(4).
25. Gladson-Nwokah N., Gladson-Nwokah J., 2013, Delivery Customer Experience management Practices in the UK and Nigeria Avation Industry, "Interdisciplinary Studies Journal", 3(2).
26. Grönroos C., 1984, A Service Quality Model and its Marketing Implications, "European Journal of Marketing", 18(4).
27. Hallowell R., 1996, The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study, "International Journal of Service Industry Management", 7(4).
28. Han H., 2013, The healthcare hotel: distinctive attributes for international medical travelers, "Tourism Management", 36.
29. Hussain R., Al Nasser A., Hussain Y.K., 2015, Service quality and customer satisfaction of a UAE-based airline: An empirical investigation, "Journal of Air Transport Management", 42.
30. Jarvenpaa S.L., Tractinsky N., Saarinen, L., 1999, Consumer Trust in an Internet Store: A Cross-Cultural Validation, "Journal of Computer-Mediated Communication", 5(2).
31. Kandampully J., Zhang T., Bilgihan A., 2015, Customer loyalty: a review and future directions with a special focus on the hospitality industry, "International Journal of Contemporary Hospitality Management", 27(3).
32. Keller K.L., 1993, Conceptualizing, measuring, and managing customer-based brand equity, "Journal of Marketing", 57(January).
33. Kowalska K., 2014, Non-market factors of competitiveness of transport, freight forwarding and logistics companies, "Forum Scientiae Oeconomia", 2(5).
34. Kmecová I., 2016, Survey Analysis of Business Potential and Aptitude for Business, "Forum Scientiae Oeconomia", 4(3).
35. Lam S.Y., Shankar V., Erramilli M.K., Murthy B., 2004, Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context, "Journal of the Academy of Marketing Science", 32.
36. Lin J.S.C., Wu C.Y., 2011, The role of expected future use in relationship-based service retention, "Managing Service Quality", 21(5).
37. Morgan R.M., Hunt S.D., 1994, The Commitment-Trust Theory of Relationship Marketing, "Journal of Marketing", 58(July).
38. Oláh J., Bai A., Karmazin G., Balogh P., Popp J., 2017, The Role Played by Trust and Its Effect on the Competiveness of Logistics Service Providers in Hungary. "Sustainability", 9(12),.
39. Pappu R., Quester P., 2006, Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands, "Journal of Product & Brand Management", 15(1).
40. Parasuraman A., Zeithaml V.A., Berry L.L., 1988, SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality, "Retailing: critical concepts", 64(1).
41. Petterson P.G., 2004, A contingency model of behavioral intention in a service context, "European Journal of Marketing", 38(9).
42. Price L.L., Arnould E.J., Deibler S.L., 1995, Consumers’ emotional responses to service encounters: the influence of the service provider, "International Journal of Service Industry Management", 6(3).
43. Rust R.T., Zahorik A.J., 1993, Customer Satisfaction, Customer Retention and Market Share,"Journal of Retailing", 69(2).
44. Saeed K.A., Grover V., Hwang Y., 2005, The relationship of E-commerce Competence to customer value and firm performance: An Empirical Investigation, "Journal of Management Information System", 22(1).
45. Selnes, 1993, An Examination of the effect of product performance on brand reputation, satisfaction and loyalty, "European Journal of Marketing", 27(9).
46. Shankar V., Smith A.K., Rangaswamy A., 2003, Customer satisfaction and loyalty in online and offline environments, "International Journal of Research in Marketing, 20(2).
47. Sivadas E., Baker‐Prewitt J.L., 2000, An examination of the relationship between service quality, customer satisfaction, and store loyalty, "International Journal of Retail & Distribution Management", 28(2).
48. Smith M., Chang C., 2009, The impact of customer related strategies on shareholder value: evidence from Taiwan, "Asian Review of Accounting", 17(3).
49. Sroka W., 2011, Problem of trust in alliance networks. "Organizacija", 44(4).
50. Susan F., David M.G., 1999, Rediscounting Satisfaction, "Journal of Marketing", 60, (October).
51. Ting D.H., 2004, Service quality and satisfaction perceptions: curvilinear and interaction effect, "International Journal of Bank Marketing", 22(6).
52. Tse D.K., Wilton P.C., 1988, Models of consumer satisfaction formation: an extension, "Journal of Marketing Research", 25(2).
53. Ulaga W., Eggert A., 2002, Customer perceived value: A substitute for satisfaction in business market, "The Journal of Business and Industrial Marketing", 17(2-3).
54. Vaaben B., Larsen J., 2015, Mitigation of airspace congestion impact on airline networks, "Journal of Air Transport Management", 47.
55. Wilson B., 2017, 10 Cheap Airlines Companies Based in Europe, https://www.tripsavvy.com/cheap-airlines-based-in-europe-4126599, Access on: 5.12.2017.
56. Witkowska A., 2010, Creating Own Brand Equity versus Customer Loyalty in a Commercial Enterprise, "Journal of International Studies", 3(1).
57. Wong Y.H., Chan R.Y.K., Ngai E.W.T., Oswaldw P., 2009, Is customer loyalty vulnerability based? An empirical study of a Chinese capital intensive manufacturing industry, "Industrial Marketing Management", 38.
58. Zeithaml V.A., Berry L.L., Parasuraman A., 1996, The behavioral consequences of service quality, "The Journal of Marketing", 31-46.

Uwagi

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę (zadania 2017).

Typ dokumentu

Bibliografia

Identyfikator YADDA

bwmeta1.element.baztech-10fc6f89-b6da-4650-8e50-6a427acef7bc