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