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The influencing factors of customer retention in airline industry: a case of drukair royal Bhutan airlines |
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| รหัสดีโอไอ | |
| Creator | 1. Melam Zangmo 2. Wasin Liampreecha 3. Sujinda Chemsripong |
| Title | The influencing factors of customer retention in airline industry: a case of drukair royal Bhutan airlines |
| Publisher | National Research Council of Thailand |
| Publication Year | 2558 |
| Journal Title | Social Science Asia |
| Journal Vol. | 1 |
| Journal No. | 3 (March) |
| Page no. | 84-92 |
| Keyword | Service quality,Customer,satisfaction,Customer loyalty,Airline,Drukair, Bhutan |
| ISSN | 2229-2609 |
| Abstract | The main objective of this study was to examine the influencing factor of customer retention in the airline industry in context of Bhutan airlines, specifically Drukair Royal Bhutan Airlines (Drukair). To achieve this objective, the research was guided by three hypotheses. Using fully structured uestionnaires, data was collected from randomly selected passengers of international flights of Drukair at Paro International Airport. 382 samples were valid and used for analyzing the data. A statistical package for social sciences (SPSS, 17 versions) was used to analyze the data. Regression analysis wasperformed to test the hypothesis. The result indicated that customer perceived service quality, customer satisfaction and customer loyalty has a positive impact on customer retention. It is uggested that Drukair and other airline companies to consider those factors in retaining their existing customers. |
