Factors Influencing Thai Customer Loyalty Towards a Thailand Based Airlines Company
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Published:
Aug 13, 2021
Keywords:
Customer Satisfaction Emotional Experience Brand Reputation Electronic Word of Mouth Loyalty Airlines
Main Article Content
Abstract
The objective of this research is to determine the key factors influencing to loyalty towards Thailand based airlines company and to identify factors influencing Thai customer loyalty. This research project conducts a survey examining factors influencing customer loyalty in which relates to customer satisfaction, emotional experience, Electronic Word of Mouth and brand reputations of Thailand based airlines company. The population and sample size studies are Thai customers, who experienced in flying with Thailand based airlines. The samples (n = 424) were collected from online questionnaires by applying a convenience sampling method. The data analysis was examined by structural equation modeling as for confirming the model’s appropriation and for testing the hypotheses. The research’s results suggested that brand reputations strongly influenced to customer loyalty towards the demand of service in Thailand based airlines. In addition, brand reputations determined customer loyalty, whereas all factors also significantly influenced to to customer loyalty towards the demand of airline service. This research specifically analyzed brand loyalty of Thai customers, who might have alternative experience in flying with other airlines only with a particular Thailand based airline. As such, the future research might highlight the customers’ experiences in exploring other international branding airlines. The research applications will be helpful for promoting a better understanding between the airline business company/the owner and the customers. Moreover, some findings relating to factors influencing to customer loyalty in the national airline business can improve effective management of customer relations of the airline company.
Article Details
Section
บทความวิจัย (Research article)
References
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Bartikowski, B., Walsh, G. and Beatty, S.E. (2011), “Culture and age as moderators in the corporate reputation and loyalty relationship”, Journal of Business Research, Vol. 64 No. 9, pp. 966-972.
Bentler, P.M. (1989), EQS Structural Equations Program Manual, BMDP Statistical Software, Los Angeles, CA.
Bigné, J.E., Mattila, A.S. and Andreu, L. (2008), “The impact of experiential consumption cognitions and emotions on behavioral intentions”, Journal of Services Marketing, Vol. 22 No. 4, pp. 303-315.
Brunner, T.A., Stocklin, M. and Opwis, K. (2008), “Satisfaction, image and loyalty: new versus experienced customers”, European Journal of Marketing, Vol. 42 Nos 9/10, pp. 1095-1105.
Bryne, B.M. (2010). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming. (2nd edition), Routledge: New York.
Chang, K.-C. (2013), “How reputation creates loyalty in the restaurant sector”, International Journal of Contemporary Hospitality Management, Vol. 25 No. 4, pp.1-25.
Da Silva, R.V. and Alwi, S.F.S. (2008), “Online corporate Brand image, satisfaction and loyalty”, Journal of Brand Management, Vol. 16 No. 3, pp. 119-144.
Devine, I. and Halpern, P. (2001), “Implicit claims: the role of corporate reputation in value creation”, Corporate Reputation Review, Vol. 4 No. 1, pp. 42-49.
Dick, A.S. and Basu, K. (1994), “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol. 22 No. 2, pp. 99-113.
Fornell, C. and Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 48: 39-50.
Ganiyu, R.A. (2017), “Customer satisfaction and loyalty: A study of interrelationships and effects in Nigerian domestic airline industry”, Oradea Journal of Business and Economics, Vol. 2 No. 1, pp. 7-20.
Gounaris, S. and Stathakopoulos, V. (2004), “Antecedents and consequences of Brand loyalty: an empirical study”, Journal of Brand Management, Vol. 11 No. 4, pp. 283-306.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. (2006), Multivariate Data Analysis, 6th ed., Prentice Hall, Englewood Cliffs, NJ.
Han, H. and Back, K. (2008), “Relationships among image congruence, consumption emotions, and customer loyalty in the lodging industry”, Journal of Hospitality and Tourism Research, Vol. 32 No. 4, pp. 467-490.
Helm, S., Garnefeld, I. and Tolsdorf, J. (2009), “Perceived corporate reputation and consumer satisfaction-an experimental exploration of casual relationships”, Australasian Marketing Journal, Vol. 17 No. 2, pp. 69-74.
Hosany, S., Prayag, G., Van der Veen, R., Huang, S. and Deesukatgam, S. (2017), “Mediating effects of place attachment and satisfaction on the relationship between tourist’s emotions and intention to recommend”, Journal of Travel Research, Vol. 56 No. 8, pp. 1079-1093.
Hu, L.T. and Bentler, P. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Struct Equ Modeling. Vol 6, pp.1–55.
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Jani, D. and Han, H. (2014),“Personality, satisfaction, image, ambience, and loyalty: testing their relationships in the hotel industry”, International Journal of Hospitality Management, Vol. 37, pp. 11-20.
Kabiraj, S. and Shanmugan, J. (2011), “Development of a conceptual framework for brand loyalty: a Euro Mediterranean perspective”, Journal of Brand Management, Vol. 18 Nos 4/5,pp. 285-299.
Kim, T., Kim, W.G. and Kim, H.B. (2009), “The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels”, Tourism Management, Vol. 30 No. 1, pp. 51-62.
Kotler, P. (2000), Marketing Management, The Millennium Edition, Prentice-Hall, Upper Saddle River, NJ.
Lee, Y.K., Lee, C.K., Lee, S.K. and Babin, B.J. (2008), “Festival scapes and patrons’ emotions, satisfaction, and loyalty”, Journal of Business Research, Vol. 61 No. 1, pp. 56-64.
Lii, Y. and Lee, M. (2012), “The joint effects of compensation frames and price levels on service recovery of online pricing error”, Managing Service Quality: An International Journal, Vol. 22 No. 1, pp. 4-20. Litvin, S.W., Goldsmith, R.E. and Pan, B. (2008), “Electronic word-of-mouth in hospitality and tourism management”, Tourism Management, Vol. 29 No. 3, pp. 458-468.
Loureiro, S.M.C. and Kastenholz, E. (2011), “Corporate reputation, satisfaction, delight, and loyalty towards rural lodging units in Portugal”, International Journal of Hospitality Management, Vol. 30 No. 3, pp. 575-583.
Nusair, K., Parsa, H.G. and Cobanoglu, C. (2011), “Building a model of commitment for generation Y: an empirical study on e-travel retailers”, Tourism Management, Vol. 32 No. 4, pp. 833-843.
Omar, M.W. (2009), “The mediating effect of cognitive and emotional satisfaction on customer loyalty”, International Journal of Management Innovation Systems, Vol. 1 No. 2, p. 1.
Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, McGraw Hill, New York, NY.
Parasuraman, A. (1997), “Reflections on gaining competitive advantage through customer value”, Journal of the Academy of Marketing Science, Vol. 25 No. 2, pp. 154-161.
Picon, A., Castro, I. and Roldán, J.L. (2014), “The relationship between satisfaction and loyalty: a mediator analysis”, Journal of Business Research, Vol. 67 No. 5, pp. 746-751.
Pleshko, L.P. and Heiens, R.A. (2015), “Customer satisfaction and loyalty in the Kuwaiti retail services market: why are satisfied buyers not always loyal buyers?”, The International Review of Retail, Distribution and Consumer Research, Vol. 25 No. 1, pp. 55-71.
Ravald, A. and Grönroos, C. (1996), “The value concept of relationship marketing”, European Journal of Marketing, Vol. 30 No. 2, pp. 19-30.
Rodríguez del Bosque, I. and San Martín, H. (2008), “Tourist satisfaction: a cognitive-affective model”, Annals of Tourism Research, Vol. 35 No. 2, pp. 551-573.
Reinartz, W. and Kumar, V. (2000), “On the profitability of long-life customers in a non-contractual setting: an empirical investigation and implications for marketing”, Journal of Marketing, Vol. 64 No. 4, pp. 17-35.
Sánchez, I. and Currás, R. (2011), “Effects of dissatisfaction in tourist services: the role of anger and regret”, Tourism Management, Vol. 32 No. 6, pp. 1397-1406.
Serra, A. and Salvi, F. (2014), “New consumer behavior: a review of research on eWOM and hotels”, International Journal of Hospitality Management, Vol. 36, pp. 41-51.
Serra-Cantallops, A., Ramon-Cardona, J. and Salvi, F. (2018), "The impact of positive emotional experiences on eWOM generation and loyalty", Spanish Journal of Marketing - ESIC, Vol. 22 No. 2, pp. 142-162.
Sun, L.B. and Qu, H. (2011), “Is there any gender effect on the relationship between service quality and word-of-mouth?”, Journal of Travel & Tourism Marketing, Vol. 28 No. 2, pp. 210-224.
Swanson, S.R. and Hsu, M.K. (2009), “Critical incidents in tourism: failure, recovery, customer switching, and word-of-mouth behaviors”, Journal of Travel & Tourism Marketing, Vol. 26 No. 2, pp. 180-194.
Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International Journal of Medical Education, 53-55.
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Torres, E.N. and Ronzoni, G. (2018), “The evolution of the customer delight construct – Prior research, current measurement, and directions for future research”, International Journal of Contemporary Hospitality Management, Vol. 30 No. 1, pp. 57-75.
Tsao, W. and Hsieh, M. (2012), “Exploring how relationship quality influences positive eWOM: the importance of customer commitment”, Total Quality Management & Business Excellence, Vol. 23 Nos 7/8, pp. 821-835.
Turban, D. B., Lee, F. K., Veiga, S. P., Haggard, D. L., & Wu, S. Y. (2013). Be happy, don’t wait: The role of trait affect in job search. Personnel Psychology, 66, 483–514.
Walls, A.R., Okumus, F., Wang, Y.R. and Kwun, D.J.W. (2011), “An epistemological view of consumer experiences”, International Journal of Hospitality Management, Vol. 30 No. 1, pp. 10-21.
Walsh, G., Dinnie, K. and Wiedmann, K.P. (2006), “How do corporate reputation and customer satisfaction impact customer defection? A study of private energy customers in Germany”, Journal of Services Marketing, Vol. 20 No. 6, pp. 412-420.
Worthington, S., Russell-Bennett, R. and Hartel, C. (2010), “A tri-dimensional approach for auditing Brand loyalty”, Journal of Brand Management, Vol. 17 No. 4, pp. 243-253.
Yacouel, N. and Fleischer, A. (2012), “The role of cybermediaries in reputation building and price premiums in the online hotel market”, Journal of Travel Research, Vol. 51 No. 2, pp. 219-226.
Ayres, J., Keereetaweep, T., Chen, P. E., & Edwards, P. A. (1998). Communication apprehension and employment interviews. Communication Education, 47, 1–17.
Bagozzi, R.P. and Yi, Y. (1988). On the evaluation of structural equation models. J. Acad. Market. Sci., 16: 74-94.
Bagozzi, R.P., Gopinath, M. and Nyer, P.U. (1999), “The role of emotions in marketing”, Journal of the Academy of Marketing Science, Vol. 27 No. 2, pp. 184-206.
Baron, R.M. and Kenny, D.A. (1986), “The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations”, Journal of Personality and Social Psychology, Vol. 51 No. 6, pp. 1173-1182.
Bartikowski, B., Walsh, G. and Beatty, S.E. (2011), “Culture and age as moderators in the corporate reputation and loyalty relationship”, Journal of Business Research, Vol. 64 No. 9, pp. 966-972.
Bentler, P.M. (1989), EQS Structural Equations Program Manual, BMDP Statistical Software, Los Angeles, CA.
Bigné, J.E., Mattila, A.S. and Andreu, L. (2008), “The impact of experiential consumption cognitions and emotions on behavioral intentions”, Journal of Services Marketing, Vol. 22 No. 4, pp. 303-315.
Brunner, T.A., Stocklin, M. and Opwis, K. (2008), “Satisfaction, image and loyalty: new versus experienced customers”, European Journal of Marketing, Vol. 42 Nos 9/10, pp. 1095-1105.
Bryne, B.M. (2010). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming. (2nd edition), Routledge: New York.
Chang, K.-C. (2013), “How reputation creates loyalty in the restaurant sector”, International Journal of Contemporary Hospitality Management, Vol. 25 No. 4, pp.1-25.
Da Silva, R.V. and Alwi, S.F.S. (2008), “Online corporate Brand image, satisfaction and loyalty”, Journal of Brand Management, Vol. 16 No. 3, pp. 119-144.
Devine, I. and Halpern, P. (2001), “Implicit claims: the role of corporate reputation in value creation”, Corporate Reputation Review, Vol. 4 No. 1, pp. 42-49.
Dick, A.S. and Basu, K. (1994), “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol. 22 No. 2, pp. 99-113.
Fornell, C. and Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 48: 39-50.
Ganiyu, R.A. (2017), “Customer satisfaction and loyalty: A study of interrelationships and effects in Nigerian domestic airline industry”, Oradea Journal of Business and Economics, Vol. 2 No. 1, pp. 7-20.
Gounaris, S. and Stathakopoulos, V. (2004), “Antecedents and consequences of Brand loyalty: an empirical study”, Journal of Brand Management, Vol. 11 No. 4, pp. 283-306.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. (2006), Multivariate Data Analysis, 6th ed., Prentice Hall, Englewood Cliffs, NJ.
Han, H. and Back, K. (2008), “Relationships among image congruence, consumption emotions, and customer loyalty in the lodging industry”, Journal of Hospitality and Tourism Research, Vol. 32 No. 4, pp. 467-490.
Helm, S., Garnefeld, I. and Tolsdorf, J. (2009), “Perceived corporate reputation and consumer satisfaction-an experimental exploration of casual relationships”, Australasian Marketing Journal, Vol. 17 No. 2, pp. 69-74.
Hosany, S., Prayag, G., Van der Veen, R., Huang, S. and Deesukatgam, S. (2017), “Mediating effects of place attachment and satisfaction on the relationship between tourist’s emotions and intention to recommend”, Journal of Travel Research, Vol. 56 No. 8, pp. 1079-1093.
Hu, L.T. and Bentler, P. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Struct Equ Modeling. Vol 6, pp.1–55.
IATA, (2018). "IATA Forecast Predicts 8.2 billion Air Travelers in 2037". Retrieved from: https://www.iata.org/en/pressroom/pr/2018-10-24-02 [Retrieved on: 5 May 2020]
Jang, S.C. and Namkung, Y. (2009), “Perceived quality, emotions, and behavioral intentions: application of an extended Mehrabian-Russell model to restaurants”, Journal of Business Research, Vol. 62 No. 4, pp. 451-460.
Jani, D. and Han, H. (2014),“Personality, satisfaction, image, ambience, and loyalty: testing their relationships in the hotel industry”, International Journal of Hospitality Management, Vol. 37, pp. 11-20.
Kabiraj, S. and Shanmugan, J. (2011), “Development of a conceptual framework for brand loyalty: a Euro Mediterranean perspective”, Journal of Brand Management, Vol. 18 Nos 4/5,pp. 285-299.
Kim, T., Kim, W.G. and Kim, H.B. (2009), “The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels”, Tourism Management, Vol. 30 No. 1, pp. 51-62.
Kotler, P. (2000), Marketing Management, The Millennium Edition, Prentice-Hall, Upper Saddle River, NJ.
Lee, Y.K., Lee, C.K., Lee, S.K. and Babin, B.J. (2008), “Festival scapes and patrons’ emotions, satisfaction, and loyalty”, Journal of Business Research, Vol. 61 No. 1, pp. 56-64.
Lii, Y. and Lee, M. (2012), “The joint effects of compensation frames and price levels on service recovery of online pricing error”, Managing Service Quality: An International Journal, Vol. 22 No. 1, pp. 4-20. Litvin, S.W., Goldsmith, R.E. and Pan, B. (2008), “Electronic word-of-mouth in hospitality and tourism management”, Tourism Management, Vol. 29 No. 3, pp. 458-468.
Loureiro, S.M.C. and Kastenholz, E. (2011), “Corporate reputation, satisfaction, delight, and loyalty towards rural lodging units in Portugal”, International Journal of Hospitality Management, Vol. 30 No. 3, pp. 575-583.
Nusair, K., Parsa, H.G. and Cobanoglu, C. (2011), “Building a model of commitment for generation Y: an empirical study on e-travel retailers”, Tourism Management, Vol. 32 No. 4, pp. 833-843.
Omar, M.W. (2009), “The mediating effect of cognitive and emotional satisfaction on customer loyalty”, International Journal of Management Innovation Systems, Vol. 1 No. 2, p. 1.
Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, McGraw Hill, New York, NY.
Parasuraman, A. (1997), “Reflections on gaining competitive advantage through customer value”, Journal of the Academy of Marketing Science, Vol. 25 No. 2, pp. 154-161.
Picon, A., Castro, I. and Roldán, J.L. (2014), “The relationship between satisfaction and loyalty: a mediator analysis”, Journal of Business Research, Vol. 67 No. 5, pp. 746-751.
Pleshko, L.P. and Heiens, R.A. (2015), “Customer satisfaction and loyalty in the Kuwaiti retail services market: why are satisfied buyers not always loyal buyers?”, The International Review of Retail, Distribution and Consumer Research, Vol. 25 No. 1, pp. 55-71.
Ravald, A. and Grönroos, C. (1996), “The value concept of relationship marketing”, European Journal of Marketing, Vol. 30 No. 2, pp. 19-30.
Rodríguez del Bosque, I. and San Martín, H. (2008), “Tourist satisfaction: a cognitive-affective model”, Annals of Tourism Research, Vol. 35 No. 2, pp. 551-573.
Reinartz, W. and Kumar, V. (2000), “On the profitability of long-life customers in a non-contractual setting: an empirical investigation and implications for marketing”, Journal of Marketing, Vol. 64 No. 4, pp. 17-35.
Sánchez, I. and Currás, R. (2011), “Effects of dissatisfaction in tourist services: the role of anger and regret”, Tourism Management, Vol. 32 No. 6, pp. 1397-1406.
Serra, A. and Salvi, F. (2014), “New consumer behavior: a review of research on eWOM and hotels”, International Journal of Hospitality Management, Vol. 36, pp. 41-51.
Serra-Cantallops, A., Ramon-Cardona, J. and Salvi, F. (2018), "The impact of positive emotional experiences on eWOM generation and loyalty", Spanish Journal of Marketing - ESIC, Vol. 22 No. 2, pp. 142-162.
Sun, L.B. and Qu, H. (2011), “Is there any gender effect on the relationship between service quality and word-of-mouth?”, Journal of Travel & Tourism Marketing, Vol. 28 No. 2, pp. 210-224.
Swanson, S.R. and Hsu, M.K. (2009), “Critical incidents in tourism: failure, recovery, customer switching, and word-of-mouth behaviors”, Journal of Travel & Tourism Marketing, Vol. 26 No. 2, pp. 180-194.
Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International Journal of Medical Education, 53-55.
The ASEAN Post, (2019). “The Future of Aviation in Southeast Asia.” Retrieved from: https://theaseanpost.com/article/future-aviation-southeast-asia-0. [Retrieved on: 15 May 2020].
Torres, E.N. and Ronzoni, G. (2018), “The evolution of the customer delight construct – Prior research, current measurement, and directions for future research”, International Journal of Contemporary Hospitality Management, Vol. 30 No. 1, pp. 57-75.
Tsao, W. and Hsieh, M. (2012), “Exploring how relationship quality influences positive eWOM: the importance of customer commitment”, Total Quality Management & Business Excellence, Vol. 23 Nos 7/8, pp. 821-835.
Turban, D. B., Lee, F. K., Veiga, S. P., Haggard, D. L., & Wu, S. Y. (2013). Be happy, don’t wait: The role of trait affect in job search. Personnel Psychology, 66, 483–514.
Walls, A.R., Okumus, F., Wang, Y.R. and Kwun, D.J.W. (2011), “An epistemological view of consumer experiences”, International Journal of Hospitality Management, Vol. 30 No. 1, pp. 10-21.
Walsh, G., Dinnie, K. and Wiedmann, K.P. (2006), “How do corporate reputation and customer satisfaction impact customer defection? A study of private energy customers in Germany”, Journal of Services Marketing, Vol. 20 No. 6, pp. 412-420.
Worthington, S., Russell-Bennett, R. and Hartel, C. (2010), “A tri-dimensional approach for auditing Brand loyalty”, Journal of Brand Management, Vol. 17 No. 4, pp. 243-253.
Yacouel, N. and Fleischer, A. (2012), “The role of cybermediaries in reputation building and price premiums in the online hotel market”, Journal of Travel Research, Vol. 51 No. 2, pp. 219-226.