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

Master's Thesis, 2019

106 Pages, Grade: 3.6



The main essential piece of this research would be the factors perceived value, perceived service quality, and brand image as they are the most powerful factors that influence customer satisfaction and Behavioural intentions in airline industry in Malaysia. A change in outlook was recorded as far as the simplicity of transportation and unwavering quality of the airlines companies over the globe. The airline industry has assumed a vital part in the worldwide economy particularly in filling in as an indispensable segment in the tourism industry and stays fundamental to the lead of universal business. The primary worry of any airlines partnership would dependably be satisfying the customers' needs by giving advantages and services at the highest point of its class. Customer satisfaction and Behavioural intentions stay basic in reflecting deals gainfulness and maintainability of the firm. This makes a consideration for the scientists to explore the key factors that influences the customer satisfaction and Behavioural intentions in airline industry. Consequently, this examination intends to decide the criticalness of contributing factors toward customer satisfaction and Behavioural intentions in minimal effort bearers (Low cost carriers) and full-service transporters in Malaysia. The reason for this investigation was to look at factors that impact the customer satisfaction and Behavioural intentions in airline industry. The information for this investigation was gathered utilizing overview poll. For this examination, the focused on populace is business or potentially relaxation voyagers who have flight encounter either with Low cost carriers or Full service carriers. An example populace of 200 understudies was conveyed to travelers who had no less than one flight involvement with either Low cost carriers or Full service carriers. The information was accumulated from travelers who were sitting tight for their flights in Kuala Lumpur International Airport (KLIA) and Low Cost Carrier Terminal (LCCT). Also, the factual bundle for Social Sciences (SPSS) is being utilized to break down the information gathered all through the study. A couple of proposals are displayed to propose gainful recommendations and call for additionally ponders.

Keywords: Customer Satisfaction; Behavioural Intention; Airline Industry; Customer Loyalty; Brand Image



With the expanding consolation from government to support the tourism industry, airlines assume a critical part in conveying air transport services for heading out travelers from one nation then onto the another. The reason for this study is to give analysts a more top to bottom learning on customer satisfaction and Behavioural intentions in low-cost carriers and full-service transporters.

In part 1, the analyst will initially clarify the foundation of the examination with a specific end goal to get a handle on readers consideration by giving them the context of the study. Next, specialists will portray the issues which will guide them into more examination with a specific end goal to locate the correct answers. Furthermore, researcher will create investigate targets and research inquiries to address the motivation behind the exploration and deliver clear conclusion. In addition, researcher will create speculations for quantitative research. Also, analyst will recognize the importance of the examination to clarify the significance of the exploration. Finally, analysts will show the research format and conclusion to condense every section of the examination report.


This area gives the review to the expansive field of the examination with the expects to coordinate the readers and grab their eye in this exploration. This exploration undertaking would initiate with remark about worldwide airline industry, kinds of airline transporter and the improvements of Malaysia's airline industry. The clarification of huge of customer satisfaction and behavioural intentions toward the kinds of bearer are likewise appeared in this segment.


In 1978, U.S airline industry has critical changes in its passages, services and markets when Congress has passed the Airline Deregulation Act (Deregulation). Deregulation greatly affects U.S. economy as it lowers the obstructions to section and made the airline industry turn out to be more aggressive. At the point when the market ends up aggressive, purchasers would have the capacity to appreciate lower tolls and in addition better service. As indicated by Bailey, Graham and Kaplan (1985), deregulation will directly affect the course framework because of free market section. At the end of the day, airline industry is currently ready to fly from home nation to another nation without confinements. The idea of free market passage has given chance to the airline industry to grow its piece of the pie. Nonetheless, airline organizations who can't make due under deregulation arrangement are compelled to go under chapter 11 or converge with different airlines organizations. As per Bureau of Transportation Statistics Form 41 (2017), there are eight working costs acquired by the airline organizations for their day by day tasks: fuel, traveller service, upkeep, flying machine and movement overhauling, advancement and deals, general and regulatory, deterioration and amortization, and work. As these costs getting increasingly costly, the benefit of the airline organizations will decay or considerably endure misfortune. One of the working costs appeared in Table 1.1 has demonstrated that the fuel cost is progressively costly from year 2012 to 2017 with cost from $0.80 to $3.17 per gallon. Airline organizations may need to build the charge costs keeping in mind the end goal to take care of the expanded fuel expense and keep up their benefit. In any case, when the charge costs increment, this may drive the travellers to change to different airlines. This demonstrates fuel cost winds up one of the critical factors that caused airlines need to rival each other to get more travellers to fly with their airlines. So as to expand their overall revenue, airline organizations may need to enhance their service quality to hold their customers and fabricate devotion.

Table 1.1 Airline fuel cost and consumption from 2000 to 2012

Abbildung in dieser Leseprobe nicht enthalten

Source: Bureau of Transportation Statistics F41 Schedule P12A (2017)

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

Table 1.2: Difference between low-cost carriers (Low cost carriers) and full service carriers (Full service carriers)

Abbildung in dieser Leseprobe nicht enthalten

Source: O’Connell, J. F., & Williams, G. (2012). Passengers’ perceptions of low cost airlines and full service carriers: A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines. Journal of Air Transport Management, 11, 259-272.

The airline industry currently has been isolated into two sorts of bearer, which are low-cost carriers (Low cost carriers) and full-service carriers in Malaysia. A FSC is an airline organization created from the previous state-possessed banner transporter who gives more far reaching service to travellers than LCC. LCC is characterized as spending bearer that applies additional charges for sustenance, need boarding, situate designating and others. The idea of LCC originated from Southwest Airlines in Texas, United States toward the start of 1970s (Cento, 2014) and now is being connected by numerous airlines. Table 1.2 demonstrates the contrasts amongst Low cost carriers and Full service carriers.

These two kinds of transporter put needs in various perspective from each other. With the presence of these carriers, it gives the general population the chance to pick which bearer they might want to fly with. Not every person's recognitions and necessities are indistinguishable; some may fly with Low cost carriers while some would incline toward flying with Full service carriers, either that could give them an abnormal state of satisfaction. As per O'Connell and Williams (2012), low passage is the essential purpose behind travelers to choose Low cost carriers, while travelers who select Full service carriers are mostly a direct result of the extra item and services gave by the airlines. This does not imply that Full service carriers' customers are value heartlessness, but rather they are all the more ready to pay higher toll for the extra airlines service offered by Full service carriers.

1.1.3 Malaysia Airline Market

Malaysia Airline Market began on 2 April 1947. The main airline organization was Malayan Airways Limited (MAL) who took to the skies with its first business trip as the national airline. As Malaysia picked up autonomy, the airline changed its name to Malaysian Airlines Limited which was later branded Malaysia Airlines (MAS) and keeps on being the Malaysia's national banner bearer (Malaysian Airline System Berhad, 2013). These days, Malaysia airline showcase turn out to be to a great degree focused as there is expanding number of airlines accessible in the sky (allude to table 1.3). In this manner, a superior service quality and lower charge are getting to be vital components to draw in travelers to take the specific airlines. This has been bolstered by Jou, Lam, Hensheer, Chen, and Kou (2013), who expressed that service quality and cost are the thought of travelers when they are picking an airline organization.

Table 1.3 List of airlines in Malaysia

Abbildung in dieser Leseprobe nicht enthalten

Source: Author

To address the issues of travelers who are searching for the trip with least cost, Low cost carriers proceed to create and extend their business. Keeping in mind the end goal to rival Low cost carriers as low admission's advantage, numerous airlines have swung to center around conveyance more elevated amount of service quality so travelers would fly with them and in the meantime, fulfill travelers and to expand the productivity of airline brands (Holtbrugge, Wilson, and Berg, 2012). As per Assaf (2014), airlines may lower their flight ticket to draw in more travelers, in any case, regardless of the value factors, the choice for travelers to trip with specific airlines relies upon the proficiency that an airline would ready to give. For this situation, both Full service carriers and Low cost carriers need to stress on service quality to give great flight involvement keeping in mind the end goal to hold travelers. In an exceptionally aggressive market, a customer's perceived value is imperative to an organization with the reason for recognizing what the customers really value in light of their observations. This is on account of the investigations of McDougall and Levesque (2000); Pura (2012) had discovered that customer perceived value can fundamentally impact customer satisfaction and Behavioural intentions crosswise over enterprises particularly in the service segments. A customer may see the value of a specific item or service in light of the quality that it gives. Subsequently, an airline organization needs to guarantee that it gives the customers a top notch service to accomplish customer satisfaction which can drive customers to repurchase.

Keeping in mind the end goal to contend with others, the arrangement of superb service is the centre segment for an airline organization to manage and boost the benefit (Chen, 2013). As indicated by Park, Robertson, and Wu (2011); Morash and Ozment (1994), a company's upper hand is unequivocally affected by service quality in a method for empowering customer re-support intentions. By understanding the significance of service quality, airline organizations can centre around giving the fundamental assets and frameworks to help the components (substantial, dependability, confirmation, responsiveness and sympathy) which can invigorate and enhance customer satisfaction to the airline organizations. Also, brand image is a significant resource for an organization. As indicated by Andreassen and Lindestad (2000), an organization's image can effect on customer conduct, mostly in the service industry. By building a particular image, organizations will have the capacity to separate them from contenders and convey its leeway and situating towards an objective market. In particular, the vast majority of the customer may utilize brand image to judge the service quality gave by the specific organization. In this way, successful administration of airlines image is especially critical in producing customer satisfaction, and in this manner behavioural intentions.

These days, customer satisfaction has turned into a key component for airlines industry. Airline organizations turn out to be all the more underlining while in transit to expand customer satisfaction. This is on account of a few looks into have presumed that the customer satisfaction will prompt customer maintenance. There is dependably an explanation behind an organization to hold their customers as opposed to pulling in new customers. When contrasted with pull in new customers, it demonstrates that holding customers strongly affects an organization's benefit (Reichheld and Sasser, 1999). They established that zero abandonment in customer satisfaction will empower the organizations to expand their benefits. Regularly, customer satisfaction does not really make benefit to the airline organizations as opposed to behavioural intentions. As per Zeithaml, Berry, and Parasuraman (1996), behavioural intentions can be viewed as two measurements ideal behavioural measurements and horrible behavioural measurements. Fulfilled customers will spread positive informal, have high rehash buy expectation and furthermore heartless to cost. On the other hand, customers may make a grumbling or change to contenders on the off chance that they are disappointed.

Hence, airline organizations may need to comprehend what drive customers to carry on emphatically later on keeping in mind the end goal to build their overall revenue. They additionally need to conflict with negative conduct taken by customers to keep up their notoriety.


As it is known, the airline industry has now been isolated into two sorts of carriers. The Low cost carriers and Full service carriers there are numerous factors that could lead travellers to fly with it is possible that one kind. As per Gillen and Morrison (2016), Full service carriers are currently gives off an impression of being under expanding risk in the airline industry around the globe. This can be because of that travelers incline toward flying with Low cost carriers rather than Full service carriers. In supporting this, Gillen and Morrison (2016) had additionally expressed that Low cost carriers have turned into a worldwide marvel and have been perceived as a focused danger to Full service carriers, which along these lines prompt Full service carriers diminishing execution and pieces of the overall industry. Low cost carriers have had critical effects on the planet's household markets, which had beforehand been for the most part controlled by Full service carriers (O'Connell and Williams, 2012). Regularly, travelers assume a critical part for the accomplishment of the airline organizations, and thusly influence the gainfulness of the organizations. There are few factors for customers to pick Low cost carriers over Full service carriers, or the other way around. As indicated by O'Connell and Williams (2012), travelers that pick Low cost carriers for the most part because of low costs, while travelers that pick Full service carriers in light of additional services that are given. In any case, other than these factors, there could be different factors that drive customers to utilize Low cost carriers or Full service carriers. For instance, if the cost of Low cost carriers expands, customers won't really stay faithful or even change to different carriers. Then again, Full service carriers may need to regularly enhance their service quality keeping in mind the end goal to contend with Low cost carriers.

With the arrangement of high service quality, Full service carriers might have the capacity to keep up their customers and benefits. In any case, there could have different factors that can assist Full service carriers with competing and support in the airline industry.

To put it plainly, the factors that influence customers' choice on their flight may should be analysed and examined. Travelers will probably pick the sort of bearer that could give them the most elevated amount of satisfaction. Notwithstanding, not all customers are, they could see satisfaction uniquely in contrast to each other. For instance, customers who pick Low cost carriers may on the grounds that they would incline toward flying in low cost while customers that pick Full service carriers is because of high unwavering quality and accessibility of various services. In this way, look into is directed to comprehend whether there is a critical contrast amongst Low cost carriers and Full service carriers. Past examinations that have been done in contrasting why customers would pick Low cost carriers or Full service carriers concentrate more on a worldwide point of view. Inside the Malaysia setting, just constrained observational confirmations were found. Moreover, there is likewise restricted confirmation to investigate perceived value, service quality, brand image, customer satisfaction, and behavioural intentions in Low cost carriers and Full service carriers among Malaysian customers (Yeoh and Kim, 2011). Accordingly, this exploration is done so as to recognize which factors between perceived value, service quality, and brand image are the most critical when customers fly with Low cost carriers or Full service carriers.


The goal of this examination is to take care of the issue proclaimed as expressed above by framing the general goal, which will then be developed further into specific objectives.

1.3.1 General Objective

The principle goal of doing this examination is to distinguish the factors that will customer satisfaction and behavioural intentions in Low cost carriers and Full service carriers. It endeavours to watch and study whether factors (perceived value, perceived service quality, and brand image) can impact the customer satisfaction and behavioural intentions in picking Low cost carriers and Full service carriers.

1.3.1 Specific Objectives

The objectives for this research are as follows:

1. To identify the main important factors that influence customer satisfaction and Behavioural intentions between Low cost carriers and Full service carriers in Malaysia
2. To examine the significant relationship between perceived value and customer satisfaction in Low cost carriers and Full service carriers in Malaysia
3. To examine the significant relationship between perceived service quality and customer satisfaction in Low cost carriers and Full service carriers in Malaysia
4. To examine the significant relationship between brand image and customer satisfaction in Low cost carriers and Full service carriers in Malaysia
5. To examine the significant relationship between customer satisfaction and Behavioural intentions in Low cost carriers and Full service carriers in Malaysia
6. To examine the major difference between the types of airline carrier and customer satisfaction.


The research questions in this study are generated as the following:

1. What are the main important factors that influence customer satisfaction and Behavioural intentions between Low cost carriers and Full service carriers in Malaysia?
2. Is there any significant relationship between perceived value and customer satisfaction in Low cost carriers and Full service carriers in Malaysia?
3. Is there any significant relationship between perceived service quality and customer satisfaction in Low cost carriers and Full service carriers in Malaysia?
4. Is there any significant relationship between brand image and customer satisfaction in Low cost carriers and Full service carriers in Malaysia?
5. Is there any significant relationship between customer satisfaction and Behavioural intentions in Low cost carriers and Full service carriers in Malaysia?
6. Is there are major differences between the types of airline carrier and customer satisfaction.


1) Hi: Perceived value has a significant impact on customer satisfaction.

- H1a: Perceived value has a significant impact on customer satisfaction in low-cost carriers in Malaysia.
- H1b: Perceived value has a significant impact on customer satisfaction in full-service carriers in Malaysia.

2) H2: Perceived service quality has a significant impact on customer satisfaction.

- H2a: Perceived service quality has a significant impact on customer satisfaction in low- cost carriers in Malaysia.
- H2b: Perceived service quality has a significant impact on customer satisfaction in fullservice carriers in Malaysia

3) H3: Brand image has a significant impact on customer satisfaction.

- H3a: Brand image has a significant impact on customer satisfaction in low-cost carriers in Malaysia
- H3b: Brand image has a significant impact on customer satisfaction in full- service carriers in Malaysia

4) H4: Customer satisfaction has a major impact on customer’s Behavioural intentions.

- H4a: Customer satisfaction has a significant impact on customer’s Behavioural intentions in low-cost carriers in Malaysia.
- H4b: Customer satisfaction has a significant impact on customer’s Behavioural intentions in full-service carriers in Malaysia.

5) H5: There are major differences between the types of airline model and customer satisfaction.


This exploration intends to look at the factors (perceived value, perceived service quality and brand image) that will impact customer satisfaction and behavioural intentions in both Low cost carriers and Full service carriers. This exploration may give better understanding and knowledge to both airline carriers on what drive customer satisfaction and their behavioural intentions by figuring out which variable has the most critical association with them. From the organization viewpoint, this examination may give better understanding and information on the customer satisfaction and behavioural intentions to them. Airline industry is considered as a focused market and high operational cost business because of fuel cost increments has lowered the overall revenue of airline industry. The focused nature has caused numerous scientists keen on concentrate the manageability of the airline organization particularly when customer dedication is low in the industry. In this manner, better comprehension on what drives customer satisfaction will help the airline organizations to expand their customer maintenance and benefit.

What's more, there is no experimental examination has explored these builds in a solitary system, so the muddled interrelationships among these develops have not been completely revealed and comprehended. Albeit past examinations inspected the directing impact of customer satisfaction on the service quality (behavioural intentions), its effect on the connection between perceived value or brand image and behavioural intentions has been disregarded. Subsequently, this investigation will allow specialists to think about these builds in a solitary structure and allow airline industry to consider the most critical factor that impact customer satisfaction and behavioural intentions. In conclusion, by looking at two airline carriers, it recognizes the distinctions and advantages between both Full service carriers and Low cost carriers. Since the investigation centre around post-utilization conduct, subsequently customers before encounter a departure from any of these carriers may profit by this examination as it increment customers' learning on the service level, value and brand image that diverse carriers may give.


The body of this research comprises of five (5) sections. Every one of the parts will connect to each other to finish the entire research. The parts concerned are listed as follows:

1.7.1 Chapter 1: Introduction

Section one is the starting part which gives a short diagram of the whole research and clear data on what the exploration is about. This section diagrams the study foundation and additionally the issue explanation of the investigation. In addition, it also examines the research target to be accomplished, the research question to be addressed and the hypothesis to be examined. The importance of the study will also be clarified in this section.

1.7.2 Chapter 2: Literature Review

Chapter two consists of comprehensive review of information from previous researches that are available on the study topics. This chapter is to build a theoretical foundation for the research by recovering relevant journals and articles to identify research issues which are worth researching. Hence, this chapter also provides the foundation to developing a good theoretical or conceptual framework to proceed with further investigation and hypotheses testing.

1.7.3 Chapter 3: Methodology

This chapter is the description of methodology which addressed how the research is carried out in term of research design, data collection method, sampling design, operational definitions of constructs, measurement scales, and methods of data analysis.

1.7.4 Chapter 4: Data Analysis

The patterns of the results and analyses of the results which are relevant to the research questions and hypotheses will be presented in this chapter. All information collected from respondents are examined, processed and interpreted through a sequence of analysis that includes descriptive analysis, scale measurement and inferential analysis.

1.7.5 Chapter 5: Discussion, Conclusion and Implications

Chapter five concludes the whole research study context. This chapter includes the summary of statistical analyses, discussion on the major findings to validate the research objective and hypotheses. The limitation of the study will be discussed and provide the appropriate recommendations for future research.


In summary, the analyst have provided a short introduction on global airline industry and the two types of airline carrier (Low cost carriers and Full service carriers), significance of study, a background of research, problem statement, and formed the research objectives, research questions and hypotheses. Chapter 2, reveals several research done by different analysts to give a clearer picture of the research.



As per Anderson, Fornell and Lehmann (1994), the investigation of customer satisfaction/dissatisfaction is critical as it partners with an association's present and future execution and is an imperative wellspring of economical upper hand (Rust, Zeithaml and Lemon, 2000). The variable of 'expectation to repurchase a similar airline service' has been taken as the marker of post-buy conduct in an airline service setting (Bigne and Sanchez, 2013; Boulding, Kalra, Staelin and Zeithaml, 1993; Cronin and Taylor, 1992). Thus, perceived value, perceived service quality, brand image and satisfaction all appear to have great indicators of repurchase of maintenances while the connection between regardless them stays hazy.

Scientists distinguishes that there are a few factors could impact the general customer satisfaction and Behavioural intentions. The motivation behind this examination is for the most part to inspect the factors of perceived value, perceived service quality and brand image and their associations with general customer satisfaction and Behavioural intentions in an airline service setting.


In this segment, a survey of pertinent develops, techniques and additionally discoveries that added to the examination theme was led. The talks of ward variable behavioural intentions, three autonomous factors (perceived value, perceived service quality and brand image) and one intervening variable (customer satisfaction) are appeared.


Behavioural intentions are a flag that influences a person's readiness to play out certain conduct. As indicated by Oliver and Swan (1989), behavioural aim is characterized as a person's foreseen or arranged future conduct. Jaccard and King (1977) characterized behavioural intentions as "a perceived connection in the vicinity of oneself and some conduct" (p. 328). Different examines, for example, Theory of Reasoned Action (TRA), the Theory of Planned Behaviour (TPB), and Behavioural Reasoning Theory (BRT) likewise express that behavioural goal is essential pointers of customers' future practices (Ajzen, 1985; Baker and Crompton, 2000; Fishbein and Ajzen, 1975; Westaby, 2012). As indicated by these models, customers behavioural intentions depend on states of mind toward conduct, the subjective standard, and perceived control with every indicator weighted for its significance in connection to execution of the conduct that trigger future conduct. Also, behavioural goal speaks to a person's anticipations about a specific conduct in a given setting and can be operationalized as the probability to act (Fishbein and Ajzen, 1975). In light of the investigation of Zeithaml et al. (1996), behavioural aim is viewed as an indicator whether a customer will keep on consuming an organization's services or deformity from the organization and change to contenders. In this manner, behavioural goal is essential to an association, by better comprehension of the customer conduct, advertisers and directors will have the capacity to create and tailor their items and services with more proper showcasing methodologies to pull in new customers and help to hold existing ones. Zeithaml et al. (1996) have ordered customers behavioural intentions into two measurements which are great behavioural measurements (informal correspondence, buy intentions, and value affectability) and negative behavioural measurements (grumbling conduct). FAVORABLE BEHAVIOURAL DIMENSION

Great behavioural goal is a sure practices that show customers are fashioning an association with an organization. Customers will be shown behaviourally interfacing with the organization when they commend the firm, express the organization as their inclination over others, increment their uses, or readiness to pay a value premium. Zeithaml et al. (1996) demonstrate that ideal behavioural aim is related with a service supplier's capacity to get its customers to: (1) say positive things in regards to organizations (Boulding et al., 1993), (2) prescribe them to different customers, Parasuraman, Zeithaml, and Berry, 1988; Reichheld and Sasser, 1999), (3) pay premium cost and (4) stay faithful to them (i.e., repurchase from them) (LaBarbera and Mazursky, 1983; Newman and Werbel, 1973; Rust and Zahorik, 1993). At least one of these four proposed develops have been utilized as a part of a few investigations to look at the results of quality (Baker and Crompton, 2000; Oh, 1999), value (Bojanic, 1996; Petrick and Bachman, 2013), and satisfaction (Spreng, MacKenzie, and Olshavsky, 1996; Tam, 2000). In this way, quality, perceived value and satisfaction can be viewed as great indicators for Behavioural intention. For example, when a customer is happy with service quality given by the organization, the customer behaviour is usually good (Zeithaml et al., 1996). As specified over, the positive move made by customer can be translated in term of verbal, buy intention and value affectability.

Informal (Word Of Mouth) WOM communication is about individuals sharing background in regards to the services that was offered by the organization with their loved ones through this sort of correspondence (Kim, Ng, and Kim, 2014). In other word, WOM is the flow of data either positive or negative about the organization, item and service in light of the utilization experience of customers. As indicated by Dellarocas (2016), WOM is the outside wellspring of commercial center data that can impact customers' choice. This is on the grounds that WOM alludes to relational correspondence concerning the evaluation of items or service of intrigue (Arndt, 1967). Customers may ordinarily depend on WOM to get data when they have no accomplished on the specific item or service (Bansal and Voyer, 2000). Struebing (1996) expressed that income streams can be created by drawing in new customers by means of verbal proposals and expanding the level of rehash customers. Along these lines, WOM assumes an imperative part in clarifying purchaser state of mind and conduct toward particular items and services.

Purchase intention is a kind of perception that depicts the intention of a person to buy a particular brand or item (Khan, Ghauri and Majeed, 2012). While Wu, Yeh and Hsiao (2011) characterized purchase intention as the likelihood of buyers to design and their ability of procurement a specific item or service later on. In this way, buy intention is one of the critical indicators for customer conduct which will move customers to make a genuine buy move. The investigation of Kim and Lee (2011) detailed that satisfaction could be utilized to anticipate the customers' buy intention later on. At the point when customers are fulfilled, the likelihood of procurement will be high. Cost is one of the promoting blends that vital to advertiser in choosing the cost. As indicated by Kim and Lee (2011), value affectability alludes to the readiness of the customer to pay more to get a specific services or items. Monroe (1973) characterized value affectability as the level of mindfulness and reaction displayed by shoppers when confronting changes in costs of items or services. Customers are less value affectability when an organization gives better service quality, customer satisfaction and perceived value (Swaid and Wigand, 2014; Zeithaml et al., 1996). UNFAVORABLE BEHAVIOURAL DIMENSIONS

As the perceived service quality of a conveyed service reduces, the customer's Behavioural intentions turn out to be more ominous (Zeithaml et al., 1996). The horrible Behavioural intentions incorporate grumbling conduct and consideration of changing to contenders (Lobo, Maritz and Mehta, 2013; Parasuraman et al., 1988). Contrasted and the investigation of Zeithaml et al. (1996), negative Behavioural intentions included customer objections and a multi-faceted idea (voice reactions, private reactions, and outsider reactions). At the point when customers perceived service execution are mediocre, they are probably going to express practices that will harm the organization. These practices incorporate griping, which is seen by numerous researchers as a blend of negative reactions that originate from dissatisfaction and indicator go with absconding (Richins, 1983). Albeit miserable customer will make a dissension, it can be viewed as an open door for an organization to change specific factors as a methods for mediation to accomplish a coveted result in light of customer's assessment of the service understanding. As the primary purpose behind griping is dismay with service conveyance, numerous organizations have utilized propelled grumbling frameworks that can help in overseeing singular objections and lifting customer satisfaction (McAlister and Erffmeyer, 2016). Truth be told, as indicated by the Zeithaml and Bitner (2000), disappointed customers who make a grievance have a tendency to have higher repurchase intention when contrasted with those disappointed customers who don't whine.


The part of value has been turning into an expanding worry to the two advertisers and customers as it is a standout amongst the most great apparatuses in the commercial center today (Dodds, 1998). In showcasing, value is more probable portrayed from the point of view of a shopper. As it is known, perceived value has been the theme of much enthusiasm for the writing identifying with advertising since the mid 1999s. Be that as it may, there is yet to be an unmistakable and broadly acknowledged meaning of perceived value despite the fact that this measurement has been increasing expanding consideration (McDougall and Levesque, 2000). For the most part, as indicated by a more acknowledged meaning of Zeithaml (1988), perceived value is characterized as the judgment or assessment made by a customer in light of the correlation between the points of interest or utility acquired from, an item, service, or relationship, and the perceived forfeits or costs. All the more particularly, Lovelock (2000) gave that perceived value can be condensed as an exchange off between the perceived advantages and perceived costs of an item, service, or relationship. What's more, Zeithaml (1988) additionally expressed that perceived value contrasts relying upon the kinds of items or services gave, and additionally the individual qualities of the purchasers. As per Kuo, Wu, and Deng (2014), it is contended that perceived value is the distinction between a measure of cash that a buyer will pay and the sum that is really paid for an item or service. Notwithstanding, past researches that were done demonstrated that perceived value as a negligible exchange off amongst quality and cost is inadequate to increase upper hand (Rintamaki, Kanto, Kuusela, and Spence, 2012). Perceived value has been incorporated into some friendliness and showcasing writing with a solitary thing scale to gauge customer perceived value as far as "value for cash".

Nonetheless, Al-Sabbahy, Ekinci, and Riley (2011); Bolton and Drew (1998) expressed that perceived value ought not be viewed because of an exchange off between a general quality and forfeit, and demanded that a solitary thing scale can't completely cover the idea of perceived value, in light of the fact that perceived value is substantially more unpredictable and is developed with different measurements. Subsequently, numerous researchers contended and prescribed that perceived value ought to be estimated utilizing various thing scale on the grounds that the final product of a buyer's decision is because of different value observations (Petrick, 2013; Sweeney and Soutar, 2013). Past researches have shown that there are irregularities between customer perceived value (CPV) and what they really value. In this manner, associations ought to have an unmistakable and careful comprehension of CPV. Various researchers have thought of various measurements to gauge CPV. Kantamneni and Coulson (1996) recommended four measurements (social value, experiential value, useful value, and market value). Grewal, Monroe, and Krishnan (2000) utilized two measurements - perceived securing value and perceived exchange value; Parasuraman and Grewal (2000) proposed five measurements (perceived obtaining value, perceived exchange value, being used value, recovery value, and post-buy value). Sweeney and Soutar (2013) showed that the CPV model ought to be enhanced with better outlined measurements that can distinguish the critical values perceived by shoppers all the more precisely. They distinguished four measurements of CPV - enthusiastic value, utilitarian value, social value, and money related value, and named these measurements as PERVAL. As indicated by Sweeney and

Soutar (2013), enthusiastic value alludes to the sentiments or full of feeling states that an item or service gives; utilitarian value is the handiness and adequacy came about because of the perceived quality and expected execution of utilizing the item or service; social value is when customers feel there is an association with others when utilizing the item or service; and ultimately, fiscal value is the satisfaction as far as exertion, cost, or time spent utilizing the item or service. Since their CPV think about model was distributed, it has as far back as been utilized or connected in numerous calculated and observational examinations.

Because of its high responsibility of the CPV model and its high capacity to apply in exact examination, Sweeney and Soutar's (2013) PERVAL measurements have been by and large acknowledged as a standout amongst other instruments to contemplate CPV (Yang and Peterson, 2011).


Amid past time, service quality was not a noteworthy component that association will center to accomplish business execution. Be that as it may, the present aggressive condition has made service quality imperative and is a basic factor that decides the effective of an association (Parasuraman et al., 1988). Service quality is characterized as the distinction between customer's desire for service execution and customer's discernment on the genuine service got (Asubonteng, Mccleary and Swan, 1996). Chen and Chang (2012) recommended that service quality is a procedure; they have separated the procedure of airline industry into ground and in-flight services and accept that travelers' desires is shift for every one of the procedures. As indicated by Chang and Yeh (2013), the upper hand of an airline organization is travelers perceived service quality. Travelers perceived service quality will go about as a precursor of customer satisfaction and effect on customer's buy intention (Cronin and Taylor, 1992). Service quality is a premise of productivity which prompts benefit (Carlzon, 1987). As indicated by Gilbert and Wong (2016), to support in this profoundly aggressive condition, perceived service quality is essential for an airline organization. Furthermore, Carlzon (1987) has recognized the profitable resource of the airline is travelers. Along these lines, enhancing service quality to meet travelers' desire is basic for the airline organization to manage its business.

At first, Parasuraman et al. (1988) acquainted a ten measurements demonstrate with measure service quality. In any case, after they amended their model, the ten measurements of service quality has decreased to five which today, known as SERVQUAL demonstrate, a well known model that has been broadly utilized as a part of numerous enterprises. Fick and Ritchie (1998) have utilized this SERVQUAL show in estimating airline service quality also. The five measurements of service quality are physical assets, unwavering quality, responsiveness, affirmation and compassion.

Stop et al. (2011) have characterized the five measurements of service quality as below:

1. Tangible: is allude to the physical offices of the airline organization, for occurrences, seating solace, in-flight stimulation service, for example, books, magazines, daily papers, diversions and motion pictures, appearance of the workers, situate space and legroom, and supper service regarding freshness, amount and appearance.
2. Reliability: is alluded to the capacity of an airline organization to perform service reliably and precisely. This can be estimated by on-time execution, proficiency of registration process, and exactness of reservations and ticketing.
3. Responsiveness: can be portrayed as the ability of an airline worker to tackle service issue, for example, flight undoing and stuff misfortune, reaction to crisis circumstance, incite and exactness of things conveyance.
4. Assurance: is identified with the capacity to rouse trust and trust in information to answer question and show kindness to travellers.
5. Empathy: is alluded to the service measurement that emphasis on singular consideration or care, for cases, giving the seats to traveler that he or she lean towards or pre-arrange framework for traveler to provide food their feast.
6. Security: is a combination of human and material resources to safeguard civil aviation against unlawful interference.

As per Parasuraman, Berry and Zeithamal (1998), dependability is the result of the service while physical assets, responsiveness, confirmation and sympathy are the way toward conveying service to travelers. On the off chance that the airline organization can give service that meet travelers' desire, at that point the airline organization is viewed as solid. Be that as it may, if the airline organization can outflank travelers' desire, this will enable the airline to organization to make travelers' faithfulness. The impression of service quality might be diverse for Full service carriers and Low cost carriers travelers. Full service carriers may give a full scope of service, for example, free suppers, spotless and practical lodge offices, clear and unambiguous declarations, on-time flight, and team demonstrating graciousness and reliability to travelers, anyway Full service carriers who followed a separation methodology charge higher value contrasted with Low cost carriers who utilized no nonsense and low-cost technique. Since Low cost carriers utilized nitty gritty and low-cost technique, henceforth they put less need in service quality, for example, no free nourishment and drinks was given, visit flight deferrals, little and awkward seats, and absence of stopping offices. As per Bamford and Xystouri (2012), contrasted with Full service carriers, Low cost carriers dependably have an issue in conveying quality service to travelers particularly regarding reliability and work force critical thinking abilities. If so, Low cost carriers travelers perceived service quality will be low, particularly when the business traveler considered reliability as the primary component to assess service quality.

Low perceived service quality is probably going to cause dissatisfaction and traveler intention not to repurchase from Low cost carriers. In Malaysia setting, few investigations has demonstrated that the service quality performed by FSC is by all accounts superior to Low cost carriers (Adli, Fong and Lim, 2012; Kalthom, Hazilah and Kamariah, 2013; Zainol and Romle, 2013).


Brand image is by and large an acknowledged image of what an organization remains for, and it is intended to interest the general population. As per Keller (1993), brand image is viewed as the brand affiliations held in buyer memory towards the organization's brand. While Chu, Chang, Lee, and Yau (2012) have expressed that brand image is the premise of how buyers assess the item or service quality. As such, by evaluating organization's brand image, customers can derive their familiarity with the item or service or keep up their quality awareness to the item or service. In this manner, it is moderately critical for an organization to construct an unmistakable brand image to draw in customers and inspire them to buy. As Connor and Davidson (2000) declared that an organization with a decent image perceived by customers will probably increase upper hand in the commercial center as it will influence the buyers on the intention of procurement. Moreover, past research examine has demonstrated that brand image is a critical factor in the general assessment of the service and the organization (Gronroos, 1984). This is on the grounds that brand image can impact customers' discernment towards the services offered by an organization (Zeithaml and Bitner, 1996). In supporting that, Andreassen and Lindestad (2000) have additionally demonstrated that brand image can impact a customer's decision of organization when service ascribes are hard to assess. As it were, the more great observations towards an organization's image, the more probable the customers will accept that the services gave by that organization are remarkable, of higher quality and better execution (Dowling, 1994).

As customers perceived great service quality offered by the organization, they will have high satisfaction towards that organization. Therefore, it demonstrates that there is a positive connection between organization brand image and customers satisfaction. Additionally in the airline industry, the better the impression of purchasers towards a specific airline show (Low cost carriers or Full service carriers), the lesser the issues shoppers may produce. Customers' great cognizance towards the airline organizations will regularly assist the airlines with exempting out any awful impressions that might be acquired from the services gave (Ostrowski, O'Brien, and Gordon, 1993). In view of these discoveries, it implies that brand image is identified with customers' observations on an airline demonstrate which depend on their experience or impressions and these discernments will make an arrangement of affiliations that add to an aggregate photo of the airline organization. Additionally, Nguyen and LeBlanc (2000) placed that brand image of organization is the whole of enthusiastic recognitions that shoppers connect with the service encounters. Numerous researchers proclaimed that brand image empowers an organization to set up a brand's position, protect the brand from its rivals, improve the brand's market execution; yet, assumes a basic part in increasing long haul brand value (Aaker and Keller, 1999; Feldwick, 1996; Park and Srinivasan, 1994). What's more, Padgett and Allen (2000) set that brand image as representative implications that buyers review when they experience the particular highlights of the item or service.


Satisfaction is the satisfaction relying upon a man's wants or desires made before an ordeal which is in this way being contrasted and the slant got from the experience (Oliver, 2000). It considered as the best judgment and assessment technique based on utilization encounter. In the interim, Ranaweera and Prabhu (2016) insisted that customer satisfaction is for the most part essential in service tasks because of the advantages it conveys to associations; and it will specifically influence the execution of the associations (Huang and Feng, 2014). Also, Kano (1984); Matzler and Sauerwein (2013) had proclaimed three-factor hypothesis which gives a fundamental clarification on customer satisfaction in various ways. Right off the bat, fundamental factors (dissatisfiers) are least necessities for satisfaction. It can be clarified in a situation that when association neglected to satisfy the base prerequisites of buyers will prompt dissatisfaction; in any case, it doesn't really prompt satisfaction when necessities get satisfied or surpassed. Besides, energy factors (satisfiers) alludes to the expanded of customer satisfaction when conveyed; however it may not prompt dissatisfaction if not conveyed. Thirdly, execution factors (half and halves) characterized that satisfaction partners with the level of execution. The higher the execution may prompt the higher the level of satisfaction, and the other way around (Faullant, Matzler and Füller, 2013).

Andreassen and Lindestad (2000) characterized that customer perceived value is decidedly related with customer satisfaction in the service businesses. Next, Patterson and Spreng (2000) stated that customer perceived value had a positive and direct association with customer satisfaction. As per Ryu, Han and Kim (2016), the general fast easygoing eatery image partners with the customer perceived value, and it decidedly impacts customer satisfaction. It was additionally uncovered that the brand image, customer perceived value and customer satisfaction were noteworthy indicators of customers' Behavioural and repurchase intentions. Besides, Park et al. (2011) had pronounced that perceived service quality of the airline industry positively affects traveler satisfaction with the airline image and service value, despite the fact that the relative significance of service quality was not explored. For example, the assessment of traveler satisfaction levels on air terminal services has turned into an essential issue for airplane terminal administration to comprehend their buyers and in outlining their promoting systems (Yeh and Kuo, 2016).


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Factors influencing customer satisfaction and behavioral intention. The airline industry in Malaysia
Limkokwing University of Creative Technology
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Customer satisfaction, Behavioral intention, Airline industry, Aviation Industry
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Yusuf Balarabe Abdullahi (Author), 2019, Factors influencing customer satisfaction and behavioral intention. The airline industry in Malaysia, Munich, GRIN Verlag, https://www.grin.com/document/996394


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