Factors that influencing singapore airlines’ customer loyalty in Surabaya

Hartanto, Andrian (2018) Factors that influencing singapore airlines’ customer loyalty in Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

The aviation industry in Asia-Pacific region has been growing remarkably in the 21st century, driven by liberalization and globalization. Indonesia is amongst countries that has a rapid growth in air travel industry as the household’s fast-rising incomes effect. One of the carrier in Asia- Pacific that serves Indonesia is Singapore Airlines. The trend to travel in Indonesia is increasing, Singapore Airlines eyeing Indonesia as a very potential market. Hence, the researcher has planned to analyze the factors that influencing Singapore Airlines Customer Loyalty in Surabaya. The data used in this test were collected from 100 respondents. Six-point Likert type was used to obtain respondent’s level of agreement. The study revealed that Convenience, Corporate Brand Image and Customer Perceived Value has a significant effect on Customer Satisfaction. furthermore, Customer Satisfaction has significant effect on Customer Loyalty. While Corporate Brand Image significantly affect Customer Perceived Value. Meanwhile, Corporate Brand Image and Customer Perceived Value insignificantly affect Customer Loyalty. This research used descriptive analysis, simple and multiple linear regression analysis with SPSS to test the relationship among variables. The recommendation for future researchers is to add or change the variables in this study to see from different perspectives and gain new insight. For Singapore Airlines, this study can be used for evaluation purposes to further improve their Customer Loyalty / Industri penerbangan di kawasan Asia-Pasifik telah berkembang pesat di abad 21, didorong oleh liberalisasi dan globalisasi. Indonesia di antara negara-negara yang memiliki pertumbuhan pesat dalam industri perjalanan udara karena pendapatan rumah tangga yang meningkat cepat. Salah satu maskapai Asia-Pasifik yang melayani Indonesia adalah Singapore Airlines. Tren perjalanan di Indonesia semakin meningkat, Singapore Airlines mengincar Indonesia sebagai pasar yang potensial. Oleh karena itu, peneliti telah merencanakan untuk menganalisis faktor-faktor yang mempengaruhi Loyalitas Pelanggan Singapore Airlines di Surabaya. Data yang digunakan dalam tes ini dikumpulkan dari 100 responden. Enam likert poin digunakan untuk mendapatkan tingkat kesetujuan responden. Penelitian ini mengungkapkan bahwa Kenyamanan, Citra Merek Perusahaan dan Nilai yang Dirasakan Pelanggan memiliki pengaruh yang signifikan terhadap Kepuasan Pelanggan. Selanjutnya, Kepuasan Pelanggan berpengaruh signifikan terhadap Loyalitas Pelanggan. Sedangkan Citra Merek Perusahaan berpengaruh signifikan terhadap Nilai Persepsi Pelanggan. Sementara itu, Citra Merek Perusahaan dan Nilai Yang Dirasakan Pelanggan tidak signifikan mempengaruhi Loyalitas Pelanggan. Penelitian ini menggunakan analisis deskriptif, analisis regresi linier sederhana dan berganda dengan SPSS untuk menguji hubungan antar variabel. Rekomendasi untuk peneliti selanjutnya adalah menambahkan variabel dalam penelitian ini untuk dilihat dari perspektif yang berbeda dan mendapatkan wawasan baru. Untuk Singapore Airlines, studi ini dapat digunakan untuk tujuan evaluasi untuk lebih meningkatkan Loyalitas Pelanggan mereka

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