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https://ptsldigital.ukm.my/jspui/handle/123456789/513715| Title: | Influence of causal attributions, failure serverity and brand attitude on behavioural intention in the context of airline service failure |
| Authors: | Chong Kuok Wei (ZP01202) |
| Supervisor: | Ahmad Azmi Mohd. Ariffin, Assoc. Prof. Dr. |
| Keywords: | Airlines Airlines -- Management Universiti Kebangsaan Malaysia -- Dissertations Dissertations, Academic -- Malaysia |
| Issue Date: | 15-Jun-2021 |
| Description: | This study aimed to investigate the impact of causal attributions and failure severity on the behavioral intention of passengers in the context of airline service failure. This study hypothesized the presence of significant relationships between behavioral intention and the three core dimensions of causal attribution, which are controllability, stability, and locus of control. This study also extended the causal attribution theory by incorporating an additional construct, which was failure severity, as one of the main explanatory variables. Apart from that, the relationships between all the explanatory variables and behavioral intention were also expected to be mediated by brand attitude towards the affected airlines. Essentially, this study attempted to address the issue on the desire of the passengers to travel with the affected airlines and also the degree in which they will recommend it to others. As such, this study has provided valuable insights to airline marketers in the efforts to retain affected passengers for long-term business relationship and to foster favorable word-of-mouth (WoM) marketing. This is crucial as the passengers may still spread positive WoM as a form of recommendation despite experiencing unpleasant incidents with the airline. This study employed purposive sampling technique and survey method using questionnaires as the main data collection method which involved 518 respondents. The measurements for all the variables were adapted from well-established existing scales and Smart-PLS was used to analyze the data and evaluate the hypotheses. The findings of this study revealed that only controllability and failure severity exhibited direct impact on the behavioral intention of passengers, whereas stability and locus of control indirectly affect the behavioral intention of passengers through brand attitude. The findings also indicated that brand attitude was a full mediator in the relationships between stability and behavioral intention, and that of locus of control and behavioral intention. Conversely, brand attitude only exhibited the role of partial mediator for the relationship between failure severity and behavioral intention of passengers, and did not mediate the relationship between controllability and behavioral intention. In addition, general service recovery efforts and specific marketing communication strategies should be designed and developed to effectively reduce the impacts of controllability and failure severity. Airline management should also consistently enhance their brand image and reputation through impactful branding strategies as brand attitude was found to exhibit significant impacts on stability and locus of control. Lastly, this study also discussed on the limitations and suggestions for future studies,Ph.D |
| Pages: | 148 |
| Call Number: | HE9780.C486 2021 tesis |
| Publisher: | UKM, Bangi |
| Appears in Collections: | Graduate School of Business / Pusat Pengajian Siswazah Perniagaan |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| ukmvital_127734+SOURCE1+SOURCE1.0.PDF Restricted Access | 2.36 MB | Adobe PDF |  View/Open |
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