Improving Customer Loyalty Lion Air's Influenced By Customer Experience and Airline Reputation

Uce Karna Suganda, Della Ayu Marista

Abstract


The aviation service industry in Indonesia has the lowest level of loyalty compared to other industries. This condition is suspected to be related to problems related to customer experience, as well as reviewing the reputation of the airline, loyal customers of national airlines in Indonesia; and the influence of airline reputation, on customer experience and on customer loyal coustomer. This study uses a quantitative approach. The unit of analysis is a national airline company that has issued a customer relationship management program consisting of 3 airlines, namely Lion Air. The unit of observation is more than one airline passenger. The time horizon in this study is cross sectional. Primary data collection was done by questionnaire to 300 respondents with purposive sampling technique. The verification analysis was carried out using the Structural Equation Modeling (SEM) model. The findings show that the airline's reputation is not high, price attractiveness is perceived as attractive, and customer loyal coustomer is not high. Airline reputation does not have a positive influence, while customer relationship management and price attractiveness have a positive influence on the loyal coustomer of airline customers. Customer experience has a positive influence on the loyal coustomer of airline customers in Indonesia.

 

.


Keywords


customer experience; airline reputation; loyal customers

Full Text:

PDF

References


Abu-Alhaija, A.S., Yusof, R, N.R., Hashim, H. & Jaharuddin, N.S. (2020). Determinants of Customer Loyalty: A Review and Future Directions. Australian Journal of Basic and Applied Sciences. 12(7): 106-111 DOI: 10.22587/ajbas.2018.12.7.17.

Ariffin, A.A.M., Nameghi, E.N. & Khakizadeh, A. (2013). The Relationship between Airlines' Corporate Image and the Expectation toward Inflight Hospitality Services. Academic Journal of Interdisciplinary Studies, 2(11).

Chopra, K. & Chanda, R. (2019). Customer Experience Management in Airline Industry. Sixteenth AIMS International Conference on Management. 526-530.

Kotler, P. & Keller, K.L. (2016). Marketing Management. Global edition. Boston: Pearson

Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420.

Mantey, N.O. & Naidoo, V. (2017). Interplay between air passengers' service quality, satisfaction, loyalty and loyalty programs in South African owned airlines. Acta Commercii - Independent Research Journal in the Management Sciences.

Mardani, Y., Hurriyati, R, Gaffar, V. &, Disman. (2019a). The Influence of Service Quality and Tariff on the Passenger Share of Indonesian Airlines (Low-Cost Carrier Aviation). International Journal of Advanced Science and Technology.

Mardani, Y., Hurriyati, R, Gaffar, V. &, Disman. (2019b). Analysis of Customer Value of the Aviation Service on Indonesia. International Journal of Advanced Science and Technology.

Mardani, Y., Hurriyati, R, Gaffar, V. &, Disman. (2019c). The Influence Of Reputation And Customer Relationship Management (Crm) Towards The Competitive Advantage Of Airlines In Indonesia. International Journal of Advanced Science and Technology.

Martono, K., Marina, S. & Wardana, A. (2016). Domestic Air Transport Regulation in Indonesia. Journal of Transportation & Logistics Management, 3(1).

McColl-Kennedy, J.R., Gustafsson, A., Jaakkola, E., Klaus, P., et al (2015). Fresh perspectives on customer experience. Journal of Services Marketing, 29 (6/7) : 430-435. https://doi.org/10.1108/JSM-01-2015-0054

McDaniel, C. & Gates, R. (2015). Marketing Research. Wiley.

Nitbani, P. (2017). Customer Satisfaction is a measure of the company's reputation.

Functional and semiological analysis. Working Paper, Electronic copy available at: http://ssrn.com/abstract=1788771.

Pearce, J. A. II & Robinson, Jr. R.B. (2015). Strategic Management: Planning for Domestic & Global Competition. International Edition. New York: McGraw Hill.

Schmitt, B., Brakus, J. J. & Zarantonello, L. (2015). From experiential psychology to consumer experience. Journal of Consumer Psychology, 25(6): 166-171.

Parise, S., Guinan, P. J., & Kafka, R. (2016). Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons, 59(4), 411–420. https://doi.org/10.1016/j.bushor.2016.03.004.




DOI: https://doi.org/10.33258/birci.v5i3.6357

Article Metrics

Abstract view : 107 times
PDF - 37 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.