Abstract
The airline industry is intensely competitive, with companies constantly striving to stand out through their service quality, hospitality, and technological advancements. In this context, particularly within service-based industries such as airlines, fostering long-term customer loyalty is crucial for achieving sustainable success. This research focuses on understanding how service quality and pricing influence customer satisfaction, which in turn drives loyalty toward AirAsia Malaysia Berhad. Using the SERVQUAL, which includes five dimensions: tangibles, reliability, responsiveness, assurance, and empathy, this study examines the extent to which these factors, along with price, contribute to repeated customer preference and commitment. This study adopted a probability sampling approach, specifically using the simple random sampling technique. A total of 250 respondents were selected at random from across Malaysia using a Google Form survey distributed online. Both objectives, service quality (reliability) and price, are accepted for this study. However, other independent variables (tangibility, responsiveness, empathy, and assurance) do not significantly influence satisfaction. The insights gained will help AirAsia strengthen its ability to retain customers by better aligning its services and pricing with customer expectations, fostering deeper brand quality.
Keywords
- Flights Search this journal for Flights (opens in a new tab)
- SERVQUAL Search this journal for SERVQUAL (opens in a new tab)
- Price Search this journal for Price (opens in a new tab)
- Satisfaction Search this journal for Satisfaction (opens in a new tab)
- Traveller Search this journal for Traveller (opens in a new tab)
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How to Cite
Hanaffiah Horaira, M., Mohd Yusof, Y. L. B., & Mat Shafie, I. S. (2025). In An Era Where Travellers are Spoiled for Choice, What Truly Keeps Them Coming Back to the Same Airline. Information Management and Business Review, 17(3(I), 9-21. https://doi.org/10.22610/imbr.v17i3(I).4644
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Copyright (c) 2025 Muhammad Hanaffiah Horaira, Yuslina Liza Bte Mohd Yusof, Intan Syafinaz Mat Shafie (Author)
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Keywords
- Flights Search this journal for Flights (opens in a new tab)
- SERVQUAL Search this journal for SERVQUAL (opens in a new tab)
- Price Search this journal for Price (opens in a new tab)
- Satisfaction Search this journal for Satisfaction (opens in a new tab)
- Traveller Search this journal for Traveller (opens in a new tab)
Section
Research Paper
Published
2025-09-13
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