Factors influencing customer satisfaction and behavioral intention. The airline industry in Malaysia

Table of Contents

1.0 INTRODUTION

1.1 RESEARCH BACKGROUND

1.1.1 GLOBAL AIRLINE INDUSTRY

1.1.2 Low-Cost Carriers (Low cost carriers) and Full-Service Carriers (Full service carriers)

1.1.3 Malaysia Airline Market

1.1 PROBLEM STATEMENT

1.2 RESEARCH OBJECTIVES

1.3.1 General Objective

1.3.1 Specific Objectives

1.4 RESEARCH QUESTIONS

1.5 HYPOTHESES OF THE STUDY (FOR QUANTITATIVE RESEARCH)

1.6 SIGNIFICANCE OF THE STUDY

1.7 RESEARCH LAYOUT

1.7.1 Chapter 1: Introduction

1.7.2 Chapter 2: Literature Review

1.7.3 Chapter 3: Methodology

1.7.4 Chapter 4: Data Analysis

1.7.5 Chapter 5: Discussion, Conclusion and Implications

1.8 CONCLUSION

2.0 INTRODUCTION

2.1 REVIEW OF LITERATURE

2.1.1 BEHAVIOURAL INTENTIONS

2.1.1.1 FAVORABLE BEHAVIOURAL DIMENSION

2.1.1.2 UNFAVORABLE BEHAVIOURAL DIMENSIONS

2.1.2 PERCEIVED VALUE

2.1.3 PERCEIVED SERVICE QUALITY

2.1.4 BRAND IMAGE

2.1.5 CUSTOMER SATISFACTION

2.2 Review of Relevant Theoretical Models

2.3 CONCEPTUAL FRAMEWORK

2.4 Hypotheses Development

2.4.1 Does Perceived value have a relationship with customer satisfaction in Low cost carriers and Full service carriers?

2.4.2 Does Perceived service quality have a relationship with customer satisfaction in Low cost carriers and Full service carriers?

2.4.3 Does Brand image have a relationship with customer satisfaction in Low cost carriers and Full service carriers?

2.4.4 Does Customer satisfaction have a relationship with behavioural intentions in Low cost carriers and Full service carriers?

2.4.5 Is there a Difference between types of airline carrier and customer satisfaction?

2.5 Conclusion

3.0 INTRODUCTION

3.1 RESEARCH DESIGN

3.1.1 Quantitative Research

3.1.2 Descriptive Research

3.2 Data Collection Methods

3.2.1 Primary Data

3.3 SAMPLING DESIGN

3.3.1 Target Population

3.3.2 Sampling Frame and Sampling Location

3.3.3 Sampling Element

3.3.4 Sampling Technique

3.3.5 Sampling Size

3.4 RESEARCH INSTRUMENT

3.4.1 Design of the questionnaire

3.4.2 Pilot Test

3.5 CONSTRUCTS MEASUREMENT

3.5.1 Scale Measurement

3.5.2 Origins of Construct

3.6 DATA PROCESSING

3.6.1 Questionnaire Checking

3.6.2 Data Editing

3.6.3 Data Coding

3.6.4 Data Transcribing

3.6.5 Data Cleaning

3.7 DATA ANALYSIS

3.7.1 Descriptive Analysis

3.7.2 Scale Measurement

3.7.2.1 Reliability Test

3.7.3 Inferential Analysis

3.7.3.1 Pearson Correlation Coefficient Analysis

3.7.3.2 Multiple Regression Analysis

3.7.3.2 Simple Regression Analysis

3.7.4 Independent Sample t-Test

3.7.5 Cross-Tabulation

3.8 CONCLUSION

4.0 INTRODUCTION

4.1 DESCRIPTIVE ANALYSIS

4.1.1 Respondent’s Demographic Profile

4.1.2 General Information

4.2 Scale Measurement

4.2.1 Reliability Analysis

4.3 Inferential Analysis

4.3.1 Pearson Correlation Analysis

4.2.2 Multiple Regression Analysis

4.2.3 Simple regression analysis

4.2.4 Test of Significant

4.4 Cross Tabulation Analysis

4.4 Conclusion

5.0 INTRODUCTION

5.1 SUMMARY OF STATISTICAL ANALYSIS

5.1.1 DESCRIPTIVE ANALYSIS

5.1.1.1 Respondents' Demographic Profile

5.1.1.2 General Information

5.1.2 Scale Measurement

5.1.3 INFERENTIAL ANALYSIS

5.1.3.1 The Pearson Correlation Analysis

5.1.3.2 Multiple Regression Analysis

5.1.3.3 Simple regression analysis

5.1.4 Independent Sample T-Test

5.1.5 Cross Tabulation Analysis

5.2 DISCUSSION ON MAJOR FINDINGS

5.2.1 Perceived Value

5.2.2 Perceived service quality

5.2.3 Brand image

5.2.4 Customer satisfaction

5.2.5 Types of Airline Model and Customer Satisfaction

5.2.6 Choice of Airline Company and Purpose of Traveling

5.3 MANAGERIAL IMPLICATIONS

5.4 LIMITATIONS OF THE STUDY

5.5 RECOMMENDATION FOR FUTURE RESEARCH

5.5 CONCLUSION

Research Objectives and Focus

This research investigates the critical factors—specifically perceived value, perceived service quality, and brand image—that influence customer satisfaction and behavioural intentions within the Malaysian airline industry, comparing low-cost carriers (LCCs) and full-service carriers (FSCs).

• The impact of perceived value on customer satisfaction.
• The role of perceived service quality in determining satisfaction.
• The influence of airline brand image on consumer behaviour.
• The relationship between customer satisfaction and behavioural intentions (repurchase, word-of-mouth).
• Differences in passenger satisfaction between LCCs and FSCs.

Excerpt from the Book

Summary of Chapters

1.0 INTRODUTION: Provides a foundational overview of the global and Malaysian airline industry, setting the research context, objectives, and hypotheses.

CHAPTER 2: LITERATURE REVIEW: Reviews existing theories and studies regarding perceived value, service quality, brand image, and their impact on customer satisfaction.

CHAPTER 3: RESEARCH METHODOLOGY: Details the research design, data collection via questionnaires, and the quantitative analysis techniques used.

CHAPTER 4: DATA ANALYSIS: Presents the collected data, including demographic profiles and statistical results from Pearson correlation and regression models.

CHAPTER 5: DISCUSSION AND CONCLUSION: Discusses the major findings in relation to the hypotheses, managerial implications, and limitations of the research.

Keywords

Customer Satisfaction, Behavioural Intention, Airline Industry, Low-cost Carriers, Full-service Carriers, Perceived Value, Service Quality, Brand Image, Repurchase Intention, Word-of-Mouth, Malaysia, Quantitative Research, Statistical Analysis, Marketing, Airline Management

Frequently Asked Questions

What is the primary focus of this research?

This study focuses on identifying key factors such as perceived value, service quality, and brand image that influence customer satisfaction and subsequent behavioural intentions within the Malaysian airline industry.

Which types of airlines are compared?

The research conducts a comparative analysis between low-cost carriers (LCCs) and full-service carriers (FSCs) in Malaysia.

What is the main objective of the study?

The core objective is to determine how independent variables (value, quality, brand) impact customer satisfaction, which acts as a moderator for behavioural intentions.

What scientific methods are applied?

The study utilizes a quantitative approach, employing survey questionnaires, descriptive analysis, Pearson correlation, and multiple regression analysis via SPSS.

What does the main body of the work cover?

The main sections include a literature review of relevant theories, the conceptual framework construction, and the empirical testing of hypotheses regarding the relationships between service attributes and passenger behaviour.

Which keywords define this academic work?

Key terms include Customer Satisfaction, Behavioural Intention, Airline Industry, Perceived Value, Service Quality, and Brand Image.

How is 'perceived value' defined in this study?

Perceived value is defined as the customer's assessment of the utility and benefits of an airline service compared to the costs and efforts expended.

Why are reliability tests conducted on the data?

Reliability tests (Cronbach’s Alpha) are used to ensure the consistency and accuracy of the measurement scales used in the questionnaire to validate the research findings.

What were the findings regarding low-cost carriers and service quality?

The study found that, unlike FSCs, service quality did not have a significant impact on customer satisfaction for LCC passengers, who prioritized cost considerations.

What are the managerial implications for airlines?

Managers are advised to tailor their strategies: LCCs should focus on maintaining cost-efficiency and brand image, while FSCs should prioritize service quality and comfort to satisfy their passengers.