Evaluating determinants of customer loyalty in the airlines industry - The case of Vietjet aviation joint stock company

Abstract

Customer Loyalty is one of very important factor which every companies and industry should care much. Then Airline Industry should, too. Each company in this industry must make loyalty of customers increase; make itself is the first choice when passengers select airline services. The purpose of this study is to identify and evaluate the determinants of Customer Loyalty in Airlines Industry – The case of Vietjet Aiviation Joint stock Company, which comprises Perceived Quality, Price, Airline Image impact on Customer Loyalty through Perceived Value and Customer Satisfaction. Sample of 391 Vietnamese passengers who have age from 18 to 55 and do many kinds of job participate in this study. Measurement Scales are developed from previous literature. After analyzing data collection by SPSS and AMOS software, the results has displayed that Perceived Quality has directly and strongly affect to Customer Loyalty; Price, Airline Image influence to Customer Loyalty through Perceived Value and Customer Satisfaction. Much as there are some limitations of this study such as samples, questionnaires, data collection, this study is hoped to contribute implications for further study when research about Loyalty of Customer in Airline Industry. Keywords: Airline Industry, Vietjet Air, Perceived Quality, Airline Image, Price, Perceived Value, Customer Satisfaction, Customer Loyalty.