| dc.description.abstract | To be able to survive in the highly competitive market, it is significant for any airlines to secure
loyalty of customers towards their brands. To every airline, customers are people who hold the
key to drive that airline to become the top among other competitors in the same field. An airline
can maintain its competitive advantage and achieve its objectives if customers are greatly
satisfied and strongly committed toward the brand of that airline. Nevertheless, keeping these
keys is a big challenge and needs to focus on carefully because of the difference in perceived
satisfaction of each customer.
The aim of this research is to find out and investigate factors that impact on brand loyalty at
VietJet Air Company to give some recommendations that could be used for maintain and
improve loyalty of customers in the near future. To reach paper’s goal, some previous literature
are reviewed to come up with four variables that may affect satisfaction of customers and then
the way customer satisfaction affects brand loyalty in this company context. Then, the
quantitative approach is conducted by delivering survey questionnaire to 300 customers who
have the experience of using service provided by VietJet Air. After that, the data collected from
respondents are processed and analyzed via SPSS software for Window version 20 through
several statistical tests which include descriptive statistics, reliability testing, factor analysis,
correlation, and regression analysis. Finally, the research has been demonstrating that VJA’s
customers tend to have high opinion and loyal to the company if VJA can keep up and strengthen
the quality of check-in process, boarding process, cabin staff performance and the products onboard the aircraft. The paper is ended with some suggestions that the author hopes VJA can
implement in order to acquire definitely brand loyalt | en_US |
