UUM Electronic Theses and Dissertation
UUM ETD | Universiti Utara Malaysian Electronic Theses and Dissertation
FAQs | Feedback | Search Tips | Sitemap

The effect of customer relationship management factors on airline customer satisfaction

Azhar, Muhammad Salman (2020) The effect of customer relationship management factors on airline customer satisfaction. Doctoral thesis, Universiti Utara Malaysia.

[thumbnail of s901485_01.pdf] Text
s901485_01.pdf
Restricted to Repository staff only until 24 April 2023.

Download (2MB) | Request a copy
[thumbnail of s901485_02.pdf] Text
s901485_02.pdf

Download (1MB)
[thumbnail of s901485_references.docx] Text
s901485_references.docx

Download (139kB)

Abstract

Airline industry of Pakistan is facing the issue of high passenger turnover, poor infrastructure, ineffectiveness of operations, poor service quality, increasing rate of flight delays and cancellation that leads to passenger’s diffidence. This study investigates mediating effect of corporate image on the relationship between service
quality, trust, physical environment, social network interaction, relationship through solving customer problems and customer satisfaction in airline industry of Pakistan. The theories of SET and EDT integrates to explain the relationship between CRM factors, corporate image and customer satisfaction. The data was collected from passengers of PIA, SAI and ABQ, in five airports of Pakistan by using a structured questionnaire and 576 visible responses were analyzed. Using PLS-SEM to analyze the data and test hypotheses, the present study shows that relationship between service quality, trust, physical environment and relationship through solving customer problems were significantly related to corporate image
and customer satisfaction. However, the results revealed that social network interaction has shown insignificant relationship with corporate image and customer satisfaction. The findings suggest that mediating effect of corporate image was found significant on the relationship between service quality, trust, physical environment, relationship through solving customer problems and customer satisfaction. Nonetheless, corporate image did not mediate the relationship between social network interaction and customer satisfaction. This study delivers understanding in service marketing area and help airline companies to employ the implementation of role of service quality, customer trust and physical environment, and relationship through solving customer problems as main drivers of customer satisfaction.

Item Type: Thesis (Doctoral)
Supervisor : Lebai Othman, Ismail
Item ID: 8870
Uncontrolled Keywords: Customer Satisfaction, Customer Relationship Management, Corporate Image, Expectation Disconfirmation Theory (EDT), Social Exchange Theory (SET)
Subjects: H Social Sciences > HF Commerce. > HF5415.33 Consumer Behavior.
Divisions: School of Business Management
Date Deposited: 05 Dec 2021 01:39
Last Modified: 14 Dec 2021 07:29
Department: School of Business Management
Name: Lebai Othman, Ismail
URI: https://etd.uum.edu.my/id/eprint/8870

Actions (login required)

View Item
View Item