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

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

Identyfikatory

DOI

10.17512/pjms.2017.16.1.17

Warianty tytułu

PL

Budowanie zaufania klientów i ich utrzymywanie w wyjątkowo konkurencyjnym biznesie lotniczym

• Języki publikacji: EN

Abstrakty

EN

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.

PL

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

EN

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

PL

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.

• Trisakti, Institute of Transport Management Jakarta, Indonesia

autor

Keke Y.

• 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.

• University of Prešov in Prešov, Faculty of Management

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Uwagi

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