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Title:	The influence of perceived image on passengers' expectation towards inflight hospitality of national carries
Authors:	Mohammad Nameghi Ehsaneh Nejad (ZP00671)
Supervisor:	Ahmad Azmi Mohd. Ariffin, Prof. Dr.
Keywords:	Universiti Kebangsaan Malaysia -- Dissertations Dissertations, Academic -- Malaysia Hospitality industry. Airlines.
Issue Date:	1-Mar-2013
Description:	The hospitality of services offered is undoubtedly one of the most important features for a competitive lead in the airlines industry. However, a review of the literature showed that no attempt was made to explore the dimensions as well as to assess hospitality in the context of the airlines services. Past literature also show the impact of the perceived image on the level of service expectations but it is still unknown as to how the various aspects of perceived image influence the expectations towards airlines hospitality. These are the main issues which this present study attempts to investigate.The main objectives of this study are to explore the influence of perceived image on passenger expectations of the in-flight hospitality of national carriers as well as to determine the moderating effects of private hospitality (self-image) on the relationship among image antecedents and passengers expectation from airline hospitality. Specifically, the three types of perceived image and the related cues employed in this study are brand image (perceived price, and perceived advertisement), corporate image (financial corporate image, managerial corporate image) and as well as country image (economic country image, and people country image).Data was collected by distributing a structured questionnaire among air travellers at the Kuala Lumpur International Airport (KLIA). Out of 650 questionnaires distributed, 546 questionnaires were found to be usable for further analysis. All the scales used to measure the independent and moderating variables were adapted from established measurements. The scale for the dependent variable, airline hospitality was newly developed for the purpose of this study. All the hypotheses were tested using Hierarchical Moderated Regression Analysis. The results of the study revealed that there is a positive and significant relationship between perceived advertisement, managerial corporate image, and people country image and passenger expectations of airline hospitality. No statistical evidence was found for the relationship between the perceived price, financial corporate image, economic country image and passenger expectations of airline hospitality. The results also indicated that private hospitality (self-image) only moderates the relationship between perceived advertisement, managerial corporate image, and people country image and passenger expectations of airline hospitality.,Certification of Masters/ Doctorial Thesis" is not available
Pages:	197
Call Number:	HE9781.A2M835
Publisher:	UKM, Bangi
Appears in Collections:	Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

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