An Analysis on Brand Image and Switching Intention of Flight Companies’ Customers with Word of Mouth (WOM) as The Intervening Variable

DOI

10.2991/piceeba-18.2018.66How to use a DOI?

Keywords

customers’ dissatisfactions, word of mouth, brand image, switching cost and intention to switch

Abstract

Brand image and intention to switch are two important factors for every company. Companies that already have a strong brand image tend to be preferred by customers and their intention to switch is lower. Factors influencing the two variables include word of mouth (WOM), customer satisfaction and complaint handling. The development of ICT encourages increased WOM and customer complaints. This study aims to analyze (1) the effect of customer dissatisfaction on the delivery of complaints, (2) the influence of dissatisfaction and complaint delivery to WOM, (3) the influence of dissatisfaction, complaint delivery, and WOM toward brand image, (4) the influence of dissatisfaction, WOM, brand image and switching cost toward customers intention to switch in aviation industry. The population of this study is all airline customers serving Padang-Jakarta and Jakarta-Padang routes. Population size in 2009 amounted to 276,000. The sample was selected using proportional random sampling. The sample size is 315 units. Data analysis technique was by using path analysis. The research reveals several important findings as follows. First, dissatisfaction does not have a significant effect to complaint delivery. Second, WOM is influenced by dissatisfaction and complaint delivery. Third, the effect of dissatisfaction is greater than complaints delivery to WOM. Fourth, brand image is affected by dissatisfaction, complaint submission, and WOM. Fifth, intention to switch is influenced by dissatisfaction, complaint submission, WOM and switching cost. Finally, WOM has the greatest influence for customer intention to switch. WOM is the intervening variable for brand image and customer intention to switch.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yasri Yasri
AU  - Yunita Engriani
PY  - 2018/07
DA  - 2018/07
TI  - An Analysis on Brand Image and Switching Intention of Flight Companies’ Customers with Word of Mouth (WOM) as The Intervening Variable
BT  - Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)
PB  - Atlantis Press
SP  - 513
EP  - 524
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba-18.2018.66
DO  - 10.2991/piceeba-18.2018.66
ID  - Yasri2018/07
ER  -