The effects of online brand trust on e-satisfaction in low-cost carriers : a Singapore context.

• Main Authors: Tan, Melvin Wei Yang., Koh, Lay Ling., Wong, Ivy Su Yen.
• Other Authors: Hooi Den Huan
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Internet
• Online Access: http://hdl.handle.net/10356/35537
• Institution: Nanyang Technological University

The low-cost carrier (LCC) or budget airlines industry in Singapore has seen a dramatic increase in demand for its services from both leisure and business travelers. The purpose of this research is to explore the importance of online brand trust for the local LCC industry and its consequences, specifically in the area of e-satisfaction. It attempts to identify the most important antecedents of online brand trust and gives recommendations for LCC operators to further improve its relationships with its online customers. The research methodology involves an adaptation of a deductive research approach, secondary data analysis and a pre-test of the questionnaire to refine the conceptual framework outlined in the literature review. To investigate the validity of our hypotheses, primary data was collected, analysed and tested against them. Convenience and snowballing sampling were used in the collection of primary data through mixed-mode surveys.