THE IMPACT OF BRAND IDENTIFICATION, CORPORATE STRATEGY AND VISUAL BRANDING ON CUSTOMER LOYALTY IN AIRLINE SERVICE
DOI:
https://doi.org/10.35631/IJEMP.934027Keywords:
Airline Industry, Customer Loyalty, Corporate Strategy, Brand Identification, Visual BrandingAbstract
The airline industry is a very competitive market. This makes strong airline brand appeal important to foster loyalty. The objective of the study is to see what the influence between brand identification, corporate strategy and visual branding towards customer loyalty in airline service is. To employ the study, quantitative research is done using an online survey to distribute questionnaires. Using the G-calculator and the population size of the airlines in KLIA1 and KLIA2, 385 sample sizes are gathered to measure the variable of the study. The data is analysed using SPSS and having reliability analysis and multiple regression. Findings showed that all variables have significant influence towards customer loyalty in the airline industry. Thus, this urges airlines to strengthen their brand identification, corporate strategy and visual branding to improve customer loyalty in airline service.
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