FACTORS THAT INFLUENCING SINGAPORE AIRLINES’ CUSTOMER LOYALTY IN SURABAYA

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 AsiaPacific 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