Unraveling the customer loyalty: Performance drivers of loyalty in low-cost airline business

บทคัดย่อ

This study investigates the critical role of performance in low-cost airline businesses,
focusing on its impact on perceived value and customer loyalty. Specifically,
it aims to analyze factors influencing low-cost airline performance on loyalty and
examine perceived value as a mediator in this relationship. Data were collected
from 377 customers of low-cost airlines using a structured questionnaire.
Exploratory factor analysis and Process Model 4 were employed to analyze
the data. The findings reveal that airline performance significantly influences
customer loyalty, confirming the direct impact of core operations and service
quality. Moreover, perceived value mediated this relationship, indicating that
customers’ perceptions of value play a crucial role in translating performance
into loyalty. Hedonic value fully mediated the relationship between safety
performance and customer loyalty, while utilitarian value partially mediated the
effects of core and service performances on loyalty. The findings offer valuable
insights that can inform the development of effective business strategies for
low-cost airlines, enhancing their competitiveness and customer retention.