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You searched Library Catalogue - Title: Second edition.
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Call Number (WOU)
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SP CEMBA 2015 61
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Author
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Tan, Eng Keat
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Title
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The intervening impact of airline image towards the dimensions of influence on Malaysian air travellers' behavioral intentions / Tan, Eng Keat.
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Abstract
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Air travellers today generally have multiple options available to them when it comes to selecting an airline for traveling to a specific international destination, through the creation of new air routes that connect cities around the world to one another. Knowing the preferences of air travellers has become more important than ever for airlines today, as each company seeks to grab a significant chunk of the passenger market, particularly in the region where the industry was severely affected by several high-profile aviation incidents which occurred over the past year. This research attempts to study the dimensions of influence on the behavioural intentions of Malaysian air travellers in the selection of airline for international travel, plus how airline image intervenes the impact of these dimensions of influence on behavioural intentions. Five key dimensions were identified for the study of their influence on behavioural intentions. A cross-sectional research design was employed, and a primary data collection method was administered using an online questionnaire that was responded by 69 out of 100 targeted respondents with flight experience on either low-cost or full-service airlines. The findings revealed that four out of the five dimensions (i.e. service quality, safety, convenience, and airline image) have a significant influence on the behavioural intentions of Malaysian air travellers. In addition, a two-step hierarchical regression analysis has also confirmed that airline image has an intervening impact on the influence of service quality and safety towards Malaysian air travellers’ behavioural intentions. The results of this research have implied that flight safety has a significant influence on Malaysian air travellers’ behavioural intentions and their perceived image of an airline, in the light of recent aviation incidents. In addition, airline managers should focus on improving the overall aspects of their service quality as a means of attracting or retaining passengers, and subsequently develop a brand image for their respective airlines based on a strong reputation for excellence in service quality and flight safety in the minds of passengers.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2015
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Subject
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Airlines -- Malaysia.
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