Proceedings of the International Conference on Sustainability in Technological, Environmental, Law, Management, Social and Economic Matters, ICOSTELM 2022, 4-5 November 2022, Bandar Lampung, Indonesia

Research Article

The Effect of Corporate Image and Customer Delight towards Customer Loyalty in Malaysia Airlines Berhad (MAB)

Download164 downloads
  • @INPROCEEDINGS{10.4108/eai.4-11-2022.2327865,
        author={Azuati  Mahmud and Abdul Kadir Othman and Nur Najjah Abd Rahim and Felina Felise Fuza Hamdan},
        title={The Effect of Corporate Image and Customer Delight towards Customer Loyalty in Malaysia Airlines Berhad (MAB)},
        proceedings={Proceedings of the International Conference on Sustainability in Technological, Environmental, Law, Management, Social and Economic Matters, ICOSTELM 2022, 4-5 November 2022, Bandar Lampung, Indonesia},
        publisher={EAI},
        proceedings_a={ICOSTELM},
        year={2023},
        month={9},
        keywords={corporate image customer delight customer loyalty malaysia airlines berhad passengers},
        doi={10.4108/eai.4-11-2022.2327865}
    }
    
  • Azuati Mahmud
    Abdul Kadir Othman
    Nur Najjah Abd Rahim
    Felina Felise Fuza Hamdan
    Year: 2023
    The Effect of Corporate Image and Customer Delight towards Customer Loyalty in Malaysia Airlines Berhad (MAB)
    ICOSTELM
    EAI
    DOI: 10.4108/eai.4-11-2022.2327865
Azuati Mahmud1, Abdul Kadir Othman2,*, Nur Najjah Abd Rahim1, Felina Felise Fuza Hamdan1
  • 1: Faculty of Business and Management, Universiti Teknologi MARA Puncak Alam,Malaysia
  • 2: Institute of Business Excellence, Universiti Teknologi MARA Shah Alam, Malaysia
*Contact email: abdkadir@uitm.edu.my

Abstract

This paper seeks to discuss the effect of corporate image and customer delight in affecting customer loyalty among Malaysia Airlines passengers. Air transportation services are virtually inseparable from the modern-day transportation industry. This paper suggests that all the variables, namely corporate image and customer delight, significantly positively affect customer loyalty, specifically among Malaysia Airlines passengers. Data will be collected from 232 Malaysia Airlines passengers. The collected data will be analysed using the Statistical Packages for Social Sciences (SPSS) 28. The study will provide evidence that, in turn, will enable businesses to design effective and efficient strategies that combine the identified criteria to boost customer loyalty.