Customer Experience as a Predictor of Customer Loyalty Behavior Towards Airlines

Yhani Mardani

doi:10.55927/fjst.v4i7.169

Authors

Yhani Mardani Universitas Informatika dan Bisnis Indonesia

DOI:

https://doi.org/10.55927/fjst.v4i7.169

Keywords:

Customer Experience, Customer Loyalty Behavior, Airlines

Abstract

This study aims to examine the influence of customer experience on customer loyalty behavior, especially in low-cost carrier airlines in Indonesia. The unit of analysis in this study is a national airline company that has implemented a customer relationship management program (Frequent Flyer), which includes three airlines: Lion Air (Lion Air Passport), Citilink (Supergreen Card), and AirAsia (Big Loyalty Card). Meanwhile, the observation unit consists of passengers who have membership in more than one airline. This study uses a cross-sectional time horizon, where primary data is collected through a questionnaire involving 200 respondents with a purposive sampling method. Verification analysis is carried out using Structural Equation Modeling (SEM). The results of the study indicate that customer experience has a positive effect on customer loyalty behavior of LCC airlines in Indonesia.

References

Abu-Alhaija, A.S., Yusof, R,N.R., Hashim, H. & Jaharuddin, N.S. (2020). Determinants of Customer Loyalty: A Review and Future Directions. Australian Journal of Basic and Applied Sciences. 12(7), 106-111.

Bolton, R. N., Gustafsson, A., McColl-Kennedy, J., Sirianni, N. J., & Tse, D. K. (2014). Small details that make big differences: A radical approach to consumption experience as a firm’s differentiating strategy. Journal of Service Management, 25(2), 253–274.

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68.

Dyahjatmayanti, D. (2018). 7. Strategi Maskapai Full Service Dan Maskapai Low Cost Carrier Untuk Meningkatkan Tingkat Kepadatan Penumpang. Jurnal Manajemen Dirgantara, 11(2), 71-80.

Griffin, J. (2002). Customer Loyalty: How to Earn It, How to Keep It. New and Revised Edition. Kentucky: McGraw-Hill.

Imbug, N., Ambad, S. N. A., & Bujang, I. (2018). The influence of customer experience on customer loyalty in telecommunication industry. International Journal of Academic Research in Business and Social Sciences, 8(3), 103-116.

Jendela Dunia (15 Mei 2024). Daftar Maskapai Penerbangan Indonesia dan Penjelasannya.

Kelloway, E. K. (1998). Using LISREL for structural equation modeling: A researcher's guide. Sage Publications.

Khraim, H.S. (2013). Airline Image and Service Quality Effects on Traveling Customers’ Behavioral Intentions in Jordan. European Journal of Business and Management, 5(22), 20-33.

Kurhayadi, K., Rosadi, B., Yusuf, M., Saepudin, A., & Asmala, T. (2022). The Effect of Company Reputation and Customer Experience on Customer Loyal Behavior Citylink Indonesia. Riwayat: Educational Journal of History and Humanities, 5(2), 416-420.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96.

Mashingaidze, S. (2014). Customer Experience Management: New Game Strategy for competitiveness. Journal of Governance and regulation, 3(3), 52-60.

Nugroho, R. A., & Suprapti, N. W. S. (2022). The role of customer engagement in mediating the influence of brand experience and customer satisfaction on the customer loyalty of full-service airline in Indonesia. Journal of Business and Management Review, 3(2), 138-157.

Schmitt, B., Brakus, J. J. & Zarantonello, L. (2015). From experiential psychology to consumer experience. Journal of Consumer Psychology, 25(6), 166-171.

Setiawan, E. B., Valdhavessa, D., Bambang, H., Marina, S., Desa, L., Bilqis, F. R., ... & Sidjabat, S. (2021). How to build customer loyalty: Through customer experience, perceived price, and customer satisfaction. Turkish Journal of Computer and Mathematics Education, 12(4), 1546-1554.

Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31–41.

Wereda, W. & Grzybowska, M. (2016). Customer Experience – Does It Matter? Modern Management Review. MMR, 21(23),199-207.