مقاله انگلیسی رایگان در مورد تحلیل ارزش برند خطوط هوایی مبتنی بر مشتری – الزویر ۲۰۱۸

ABSTRACT

This research develops and examines a customer-based Airline brand equity (CBABE) model and examines the mediating effects of Airline brand reputation on the relationship among CBABE and Airline brand trust. By means of structural equation modelling (SEM) analysis, the four dimensions of CBABE– Airline flight service quality, Airline brand affect, Airline brand awareness and Airline brand association– are recognized to have positive effects on Airline brand reputation. Besides, it is established that Airline brand affect, customer self-congruence, Airline brand awareness and Airline brand reputation has a positive effect on Airline brand trust. The data collected was analysed using 7 – Likert scale instrument and this research provides insight into effective strategies that can be used to increase Airline brand trust and protect Airline brand reputation for an Airline. Based on the outcomes obtained from the relationship between CBABE, Airline brand reputation and Airline brand trust, the study confirms substantial difference among the groups deliberating to the customer purpose of air travel that is associated to CBABE dimensions. The findings provide enriched understanding of intricate psychological process involved in air travel customer selection criteria for an Airline or Airline industry.

Introduction

Basic principle of brand equity is to add and reproduce a particular qualities the brand has projected, which needs to be consistent in the viewpoint of the customers. These brand projections are in the form of public communication, various marketing techniques that establish relationship with the customers (Arvidsson, 2006). It is important to build independent relationship with the customers that has propensity of great pay-off in the form of customer satisfaction, return customer, loyalty and word of mouth advertising (Cheng, Chen, & Chang, 2008). Airline industry has given importance to service as vital offering and it is important to manage brand reputation and build brand trust. Managing long lasting customer relationship and loyalty in the Airline brand need to participate in relationship and marketing approach. Sole transactional marketing approach loses the benefit of repeat bookings and brand loyal customers. In the Airline Industry, relationship amongst purchase intentions, brand preference and brand equity was examined on customer based brand equity (Chen & Chang, 2008). Author Chen and Tseng (2010) conveyed that significance of customer based brand equity (CBBE) in the Airline industry, exploring the customer’s perspective and operationalisation, specifically with four measurements: brand awareness, brand image, perceived quality, and brand loyalty. Inter-relationships and their influence amongst these four dimensions was established. However, customer based brand equity in Airline Industry, has limited models, measurements and necessitates diverse approach. The academics and practitioners are increasing their focus on brand equity in terms of business and marketing functions in different service industry. Cheng and Chang (2008) explored the relationships amongst brand equity and their implication; mainly customer purchase intentions and brand equity. Their outcomes suggested positive effects on customer purchase intentions and brand preference of CBBE. There is increasing signal and higher preference for customer purchase in Airline, which has healthier brand equity component and displays mediating effect of brand preference. It is observed that there is sparse research on dimensions that include brand reputation, brand trust and brand equity in the Airline industry.