Factors Affecting Commitment and Loyalty Towards Airline
The aviation industry in Indonesia especially in domestic market has been increasing more than ever. With the Indonesian domestic airline competition increasing between carriers, it will be important for airlines to seek better competitive advantage by focusing which factors are affecting customersâ...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2013
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/123385/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=63496 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | The aviation industry in Indonesia especially in domestic market has been
increasing more than ever. With the Indonesian domestic airline competition
increasing between carriers, it will be important for airlines to seek better competitive
advantage by focusing which factors are affecting customers� commitment and
loyalty, in order to stay profitable in the market. This research however will focus on
Garuda Indonesia as the flag carrier of Indonesia, which still fighting to be the market
leader in domestic market.
This research utilized multiple regression analysis to study the relationship
between confidence benefit, social benefit, special treatment benefit, relationship
investment, relationship communication, and relationship management with customer
commitment. Which the result will be further analyzed by simple regression to study
the relationship between customer commitment and customer loyalty. Data were
gathered using online questionnaire to 172 respondents of people that have travelled
with Garuda Indonesia at least once for the past 3 months. The result showed that
confidence benefit is the main factor for determining customer commitment. While
overall customer commitment led to significant relationship with customer loyalty.
However relationship communication proved to be insignificant to this research. |
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