Branding Satisfaction in the Airline Industry: a Comparative Study of Malaysia Airlines and Air Asia

References: Aaker DA (1996). Building Strong Brands. New York, NY: The Free Press. Air Asia. (n.d.). Retrieved August 31, 2010, from http://www.airasia.com/my/en/flightinfo/routemap.html?. Air Transport Association (2002). Airlines in crisis: the perfect economic storm. Air Transport Association, Washington, DC. Ahmad SNB, Juhdi N (2008). Travel website adoption among internet users in the Klang Valley, Malaysia. UNITAR E-J. 4(1): 59-77. Aksoy S, Atilgan E, Akinci S (2003). Airline Services Marketing by Domestic and Foreign Firms: Differences from Customers’ Viewpoint. J. Air Transp. Manag., 9: 343-351. Anderson EW, Sullivan MW (1993). The antecedents and consequences of customer satisfaction for firms. Mark. Sci. 12(2), Spring: 125-143. Arnould EJ, Price LL (1993). River magic: extraordinary experience and the extended service encounter. J. Consum. Res., 20(June): 24-45. Atalik O (2009). Wisdom of Domestic Customers: An Empirical Analysis of the Turkish Private Airline Sector. Int. J. Bus. Manag., 4(7): 61-67. Bailey IW II, Schechter AH (1994). Organization science, managers and language games. Organ. Sci., 3(4): 443-460. Bamford D, Xystouri T (2005). A case study of service failure and recovery within an international airline. Manag. Serv. Qual., 15(3): 306-322. Bateson J (1995). Services – salvation or servitude? Q. Rev. Mark., 718. Bennett PD (1988). Dictionary of Marketing Terms. Chicago, IL: American Marketing Association. Berry LL (2000). Cultivating service brand equity. J. A. Mark. Sci. 28(1): 128-137. Berry LL, Lefkowith EF, Clark T (1988). In services, what’s in a name? Harv. Bus. Rev. 66, September-October: 28-30. Berry LL, Yadav MS (1996). Capture and communicate value in the pricing of services. Sloan Manag. Rev., 41. Bitner MJ (1992). Servicescapes: the impact of physical surroundings on customers and employees. J. Mark., 56(April): 57-71. Bolton RN, Drew JH (1991). A multistage model of consumers’ assessments of service quality and value. J. Consum. Res., 17, March: 375-384. Boyd WL, Leonard M, White C (1994). Customer preferences for financial services: an analysis. Int. J. Bank Mark., 12(1): 9-12. Burnley R (1998). International publicity: concepts and applications. Mark. Intell. Plan., 16(2): 107-113. Cameron G (1994). Does publicity outperform advertising? An experimental test of the third-party endorsement. J. Public Relat. Res., 6(3): 185-207. Cardozo RN (1965). An experimental study of customer effort, expectation, and satisfaction. J. Market. Res., 2: 244-249. Chan D (2000). Beyond Singapore Girl: Grand and product/service differentiation strategies in the new millennium. J. Manage. Dev., 19(6): 515-542. Chen IJ, Gupta A, Rom W (1994). A Study of Price and Quality in Service Operations. Int. J. Serv. Ind. Manag., 5(2): 23-33. Churchill GA, Surprenant C (1982). An Investigation into the Determinants of Customer Satisfaction. J. Market., 19(November): 491-504. Clemes MD, Gan C, Kao T-H, Choong M (2008). An empirical analysis of customer satisfaction in international travel. Innov. Mark., 4(2): 4962. Cliff V (1999). Strive for tangibility in service businesses. Mark. News, 33(4): 6. Coelho PS, Esteves SP (2007). The choice between a five-point and a ten-point scale in the framework of customer satisfaction measurement. Int. J. MarK. Res. 49(3): 313-339. Cronin JJ, Taylor SA (1992). Measuring service quality: a reexamination and extension. J. Mark., 56(3), August: 55-69. Crosby L, Evans K, Cowless D (1990). Relationship quality in services selling: an interpersonal influence perspective. J. Mark., 54(July): 6881. Crosier K (1983). Towards a Praxiology of Advertising. Int. J. Advert. 2: 215-232. Darby I (1999). NatWest hires shop to build community links. Mark., 26, August: 3. Davis S (2002). Brand Asset Management: how businesses can profit from the power of brand. J. Consum. Mark. 19(4): 351-358. De Chernatony L (1993). The seven building-blocks of brands. Manage. Today, March: 66-68. De Chernatony L, Dall’Olmo Riley F (1999). Expert’s views about defining services brands and the principles of services branding. J. Bus. Res. 46: 181-192. 3422 Afr. J. Bus. Manage. Dimofte CV, Johansson JK, Bagozzi RP (2010). Global Brands in the United States: How Consumer Ethnicity Mediates the Global Brand Effect. J. Int. Mark., 18(3): 81-106. Doyle P, Wong V (1998). Marketing and competitive performance, an empirical study. Eur. J. Mark., 32(5/6): 514-535. Evans JR, Lindsay WM (1996). The Management and Control of Quality. St. Paul, MN: West. Fecikova I (2004). Research and concepts: An index method for measurement of customer satisfaction. TQM Mag., 16(1): 57-66. Firestone SH (1983). Why advertising a service is different. In Berry LL, Shostack GL, Utah GD (Eds), Emerging Perspectives on Services Marketing (pp. 86-89), Chicago, IL: American Marketing Association. Fisk TA, Brown CJ, Cannizzaro KG, Naftal B (1990). Creating patient satisfaction and loyalty. J. Health Care Mark., 10(2), June: 5-15 Flint P (2010). World Airline Report. Air Transport World, July: 24-33. Fornell C (1992). A national customer satisfaction barometer: The Swedish experience. J. Mark., 56: 6-21. George WR, Berry LL (1981). Guidelines for the advertising of services. Bus. Horiz., 24, July: 52-56. Gronroos C (1984). A service quality model and its marketing implications. Eur. J. Mark., 18: 36-44. Grossman G (1994). Carefully crafted identity can build brand equity. Public Relat. J. 50: 18-21. Hair JF Jr, Anderson RE, Tatham RL, Black WC (1998). Multivariate Data Analysis (5th ed.). Upper Saddle River, NJ: Prentice-Hall International. Halstead D, Page TJ Jr (1992). The effects of satisfaction and complaining behavior on consumes’ repurchase behaviour. J. Satisf., Dissatisf. Complaining Behav., 5: 1-11. Hart WL, Heskett JL, Sasser WE Jr (1990). The profitable art of service recovery. Harvard Bus. Rev. July-August: 148-156. Hennessey H (1992). Global Marketing Strategies (2nd ed.). Boston, MA: Houghton Mifflin. Henthorne BH, Henthorne TL (1994). The Tarnished Image: Anticipating and Minimizing the Impact of Negative Publicity in Health Services Organizations. J. Consum. Mark. 11(3): 44-54. Heskett JL (1987). Lessons in the service sector. Harvard Bus. Rev. 87, March–April: 188-196. Heskett JL, Sasser WE, Hart CWL (1990). Service Breakthroughs, Changing the Rules of the Game. New York, NY: The Free Press. Holmes JH, Lett JD (1977). Product sampling and word-of-mouth. J. Advert. Res. 17(5), October: 35-40. Huang J-H, Lin C-Y (2005). The Explanation Effect on Consumer Perceived Justice, Satisfaction and Loyalty Improvement: An Exploratory Study. J. Am. Acad. Bus. Cambridge., 7(2): 212-218. Jones JP (1990). The double jeopardy of sales promotions. Harvard Bus. Rev. 68(5): 145-152. Juwaheer TD (2004). Exploring international tourists’ perceptions of hotel operations by using modified SERVQUAL approach – a case study of Mauritius. Manage. Servic. Qual., 14(5): 350-364. Kaiser HF (1974). An index of factorial simplicity. Psychometrika 39: 3136. Karna S (2004). Analyzing customer satisfaction and quality in construction – the case of public and private customers. Nord. J. Surv. Real Estate Res., 2: 67-80. Keller KL (1993). Conceptualizing, measuring and managing customerbased brand equity. J. Mark., 57(1): 1-22. Keller KL (1998). Strategic Brand Management. Englewoord Cliffs, NJ: Prentice-Hall. Kim Y, Kim J, Park J, Choi Y (1999). Evaluating media exposure: an application of advertising methods to publicity measurement. Corp. Comm.: Int. J. 4(2): 98-105. Kirwin P (1992). Increasing sales and profits through guest satisfaction. Cornell Hotel Rest. A. 33: 38-39. Kumar S, Johnson KL, Lai ST (2009). Performance improvement possibilities within the US airline industry. Int. J. Product. Perform. Manage., 58(7): 694-717. LeBlanc G, Nguyen N (1996). Cues used by customers evaluating corporate image in service firms: An empirical study in financial institutions. Int. J. Serv. Ind. Manag., 7(2): 44-56. Lee S, Lee SB, Kim HJ (26-28 May 2005). The Impact of Services Attitude and Airline Image on Customer Satisfaction. Paper presented at the 3rd Asia-Pacific CHRIE (APacCHRIE) Conference 2005, Kuala Lumpur, Malaysia (pp. 949-960). Legg D, Baker J (1987). Advertising Strategies for Service Firms. Add Value to Your Service. American Marketing Society, Chicago, IL, 163-168. Lemmink J, Mattsson J (2002). Employee behaviour, feelings of warmth and customer perception in service encounters. Int. J. Retail Distrib. Manage., 30(1): 18-33. Liljander V, Strandvik T (1992). The Relationship between Service Quality, Satisfaction and Intentions. Working paper 273, Swedish School of Economics and Business Administration, Helsinki, Finland. Lim K, O’Cass A (2001). Consumer brand classifications: an assessment of culture-of-origin versus country-of-origin. J. Prod. Brand Manag., 10(2): 120-136. Lin B, Jones CA (1997). Some issues in conducting customer satisfaction surveys. J. Mark. Pract.: Appl. Mark. Sci., 3(1): 4-13. Malaysia Airlines. (n.d.). Retrieved August 31, 2010, from http://www.malaysiaairlines.com/my/en/corp/corp/info/history/ourhistory.aspx. May JP (1983). Promotion: Do We Underestimate the Consumer?. Proceedings of the Sixteenth Annual Conference of the Marketing Education Group (pp. 373-381). Cranfield School of Management, Cranfield, Bedfordshire. McDonald MHB, de Chernatony L, Harris F (2001). Corporate marketing and service brands: Moving beyond the fast-moving consumer goods model. Eur. J. Mark., 35(3/4): 335-352. Mid-Term Review of the Ninth Malaysia Plan 2006-2010 (2008), p. 64. Retrieved 18 August 2010, from http://www.epu.gov.my/html/themes/epu/html/mtr-rm9/english/thrust3. pdf. Mittal B (1999). The advertising of services: meeting the challenge of intangibility. J. Serv. Res., 2(1), August: 98-116. Morling MS, Strannegard L (2004). Silence of the brands. Eur. J. Mark., 38(1/2): 224-238. Mortimer K (2001). Services advertising: the agency viewpoint. J. Serv. Mark., 15(2): 131-146. Musa G, Kadir SLA, Lee L (2006). Layang Layang - an Empirical Study on Scuba Divers Satisfaction Tourism in Marine Environments. Tour. Marine Environ., 2(2): 1-14. Nally M (1991). International Public Relations in Practice. Kogan Page, London. Nejati M, Nejati M, Shafaei A (2009). Ranking airlines’ service quality factors using a fuzzy approach: study of the Iranian society. Int. J. Qual. Rel. Manag., 26(3): 247-260. Nunnally JC (1978). Psychometric Theory. New York, NY: McGraw-Hill Book Company. O’Cass A, Grace D (2003). An exploratory perspective of service brand associations. J. Serv. Mark., 17(5): 452-475. O’Donohoe S (1994). Advertising Uses and Gratifications. Eur. J. Mark., 28(8/9): 52-75. O’Connell JF, Williams G (2005). Passengers’ perceptions of low cost airlines and full service carriers – A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines. J. Air Transp. Manag., 11: 259-272. Oh H, Park SC (1997). Customer satisfaction and service quality: A critical review of the literature and research implications for the hospitality industry. Hosp. Res. J., 20(3): 25-48. Oliver RL (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill. Parasuraman A, Berry LL, Zeithnaml VA (1991a). Perceived service quality as a customer based performance measure: and empirical examination of organizational barriers using an extended service quality model. Hum. Resour. Manag., 35-64. Parasuraman A, Berry LL, Zeithnaml VA (1991b). Understanding customer expectations of service. Sloan Manage. Rev. Spring: 39-48. Parasuraman A, Zeithaml VA, Berry LL (1985). A conceptual model of service quality and its implications for future research. J. Mark., 49, Fall: 41-50. Wong and Musa 3423 Parasuraman A, Zeithaml VA, Berry LL (1988). SERVQUAL: a multipleitem scale for measuring customer perceptions of service quality. J. Retailing. 64(1), Spring: 12-40. Pitt MR, Brown AW (2001). Developing a strategic direction for airports to enable the provision of services to both network and low-fare carriers. Facilities, 19(1/2): 52-60. Prayag G (2007). Assessing international tourists’ perceptions of service quality at Air Mauritius. Int. J. Qual. Rel. Manag., 24(5): 492514. Price LL, Arnould EJ, Deibler SL (1995). Consumers’ emotional responses to service encounters: The influence of the service provider. Int. J. Serv. Ind. Manag., 6(3): 34-63. Reichheld FF, Sasser WE (1990). Zero defections: Quality comes to services. Harv. Bus. Rev., 68: 105-111. Reidenbach RE, Sherrell DL (1986). Negative Press: Is Your Company Ready?. Business, 36(1): 3-10. Rhoades DL (2006). Growth, customer service and profitability Southwest style. Manag. Serv. Qual., 16(5): 538-547. Rogerson WP (1983). Reputation and product quality. Bell J. Econ. 14, Autumn: 500-510. Saha GC, Theingi (2009). Service quality, satisfaction, and behavioural intentions: A study of low-cost airline carriers in Thailand. Manag. Serv. Qual., 19(3): 350-372. Selnes F (1993). An examination of the effect of product performance on brand reputation, satisfaction, and loyalty. Eur. J. Mark., 27(9): 1935. Shostack L (1977). Human evidence: a new part of the marketing mix. Bank Mark., March: 32-34. Skytrax. (n.d.). Retrieved August 31, 2010, from http://www.airlinequality.com/StarRanking/5star.htm. Soderlund M (1998). Customer satisfaction and its consequences on customer behaviour revisited: The impact of different levels of satisfaction on word-of-mouth, feedback to the supplier and loyalty. Int. J. Serv. Ind. Manage. 9(2): 169-188. Solomon M (1985). Packaging the service provider. Servic. Ind. J. 5, July: 64-71. Stern BB (1997). Advertising intimacy: relationship marketing and the services consumer. J. Advert., 26(4): 7-20. Stevens J (2002). Applied Multivariate Statistics for the Social Sciences (4th ed.). Mahwah, NJ: Lawrence Erlbaum Associates. Sulaiman A, Ng J, Mohezar S (2008). E-Ticketing as a New Way of Buying Tickets: Malaysian Perceptions. J. Soc. Sci. 17(2): 149-157 Tepeci M (1999). Increasing brand loyalty in the hospitality industry. Int. J. Cont. Hosp. Manag., 11(5): 223-229. Tiernan S, Rhoades DL, Waguespack B (Jr) (2008). Airline service quality: Exploratory analysis of consumer perceptions and operational performance in the USA and EU. Manag. Serv. Qual. 18(3): 212-224. Tsaur S-H, Chang T-Y, Yen C-H (2002). The evaluation of airline service quality by fuzzy MCDM. Tour. Manag., 23: 107-115. Tse DK, Wilton PC (1988). Models of Consumer Satisfaction Formation: An Extension. J. Mark. Res., 25(2): 204-212. Turley LW, Moore PA (1995). Brand name strategies in the service sector. J. Consum. Mark., 12(4): 42-50. Vavra TG (1997). Improving Your Measurement of Customer Satisfaction: A Guide to Creating, Conducting, Analyzing, and Reporting Customer Satisfaction Measurement Programs, ASQ Quality Press. Wan DTW, Hui TK (2005). Comparison of airline in-flight services. In Third Asia-Pacific CHRIE conference held on 26-28 May 2005 at Kuala Lumpur, Malaysia. Kuala Lumpur, Malaysia. Wen C-H, Yeh W-Y (2010). Positioning of International Air Passenger Carriers Using Multidimensional Scaling and Correspondence Analysis. Transport. J. Winter: 7-23. Westbrook R, Oliver RL (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. J. Consum. Res., 18, June: 84-91. Wirtz J, Bateson JEG (5-8 June 1992). Consumer Satisfaction with Services: Opening up the Disconfirmation Paradigm. Paper presented at the 2nd International Research Seminar in Service Management, La-Londe-les-Mares, France. Yi Y (1990). A critical review of consumer satisfaction. In Zeithaml, V.A. (Ed.), Review of Marketing 1990 (pp. 68-123). Chicago, IL: American Marketing Association. Yoon E, Guffey HJ, Kijewsky V (1993). The effects of information and company reputation on intentions to buy a business service. J. Bus. Res., 27: 215-217. Zailani S, Kheng LC, Fernando Y (2008). Service quality analysis on the consumer perceptions toward online ticketing: Evidence in Malaysia. Int. Bus. Manag., 2(1): 11-21. Zeithaml VA (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. J. Mark., 52(3): 2-22. Zeithaml VA, Bitner M (2000). Services Marketing: Integrating Customer Focus across the Firm (2nd ed.). Boston, MA: Irwin-McGraw-Hill. Zeithaml VA, Parasuraman A, Berry LL (1990). Delivering Quality Service. New York, NY: The Free Press.