The influence of value co-creation behaviour on customer satisfaction for international in-flight service of Malaysia Airlines / Haszrina Minhad

Malaysia Airlines has faced numerous adversities in the last few decades, including financial difficulties, catastrophic incidents and intense competition, which have led to loss of customer confidence and increased customer complaints. The airline has been observed to juggle their business model an...

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Bibliographic Details
Main Author:	Minhad, Haszrina
Format:	Thesis
Language:	English
Published:	2019
Subjects:	Management of airlines Consumer satisfaction
Online Access:	https://ir.uitm.edu.my/id/eprint/82981/1/82981.pdf
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id	my-uitm-ir.82981
record_format	uketd_dc
spelling	my-uitm-ir.829812024-02-09T06:37:34Z The influence of value co-creation behaviour on customer satisfaction for international in-flight service of Malaysia Airlines / Haszrina Minhad 2019 Minhad, Haszrina Management of airlines Consumer satisfaction Malaysia Airlines has faced numerous adversities in the last few decades, including financial difficulties, catastrophic incidents and intense competition, which have led to loss of customer confidence and increased customer complaints. The airline has been observed to juggle their business model and optimizing their services to offer hybrid solutions to cater for the modern-day customers’ demands and needs within their cost cutting strategies. This study explored the key factor that may have been discounted from Malaysia Airlines’ business plan to ease the airline’s complex situation. The study was based on Vargo and Lusch’s (2008) service-dominant logic, which focuses on the roles of customers in co-creation of value during service delivery. Customers are different and in view of this quandary, the need to amplify customer value co-creation behaviour should be first underlined and critically looked at, in order to incur the key marketing outcome, particularly customer satisfaction. Working from that perspective, this study accordingly measured the co-creation activity from the customer stand point to determine the magnitude, if any, of the relationship between customer value co-creation behavior and customer satisfaction within the service delivery. 2019 Thesis https://ir.uitm.edu.my/id/eprint/82981/ https://ir.uitm.edu.my/id/eprint/82981/1/82981.pdf text en public phd doctoral Universiti Teknologi MARA (UiTM) Arshad Ayub Graduate Business School (AAGBS) Abdul Hamid, Norlida
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Abdul Hamid, Norlida
topic	Management of airlines Consumer satisfaction
spellingShingle	Management of airlines Consumer satisfaction Minhad, Haszrina The influence of value co-creation behaviour on customer satisfaction for international in-flight service of Malaysia Airlines / Haszrina Minhad
description	Malaysia Airlines has faced numerous adversities in the last few decades, including financial difficulties, catastrophic incidents and intense competition, which have led to loss of customer confidence and increased customer complaints. The airline has been observed to juggle their business model and optimizing their services to offer hybrid solutions to cater for the modern-day customers’ demands and needs within their cost cutting strategies. This study explored the key factor that may have been discounted from Malaysia Airlines’ business plan to ease the airline’s complex situation. The study was based on Vargo and Lusch’s (2008) service-dominant logic, which focuses on the roles of customers in co-creation of value during service delivery. Customers are different and in view of this quandary, the need to amplify customer value co-creation behaviour should be first underlined and critically looked at, in order to incur the key marketing outcome, particularly customer satisfaction. Working from that perspective, this study accordingly measured the co-creation activity from the customer stand point to determine the magnitude, if any, of the relationship between customer value co-creation behavior and customer satisfaction within the service delivery.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Minhad, Haszrina
author_facet	Minhad, Haszrina
author_sort	Minhad, Haszrina
title	The influence of value co-creation behaviour on customer satisfaction for international in-flight service of Malaysia Airlines / Haszrina Minhad
title_short	The influence of value co-creation behaviour on customer satisfaction for international in-flight service of Malaysia Airlines / Haszrina Minhad
title_full	The influence of value co-creation behaviour on customer satisfaction for international in-flight service of Malaysia Airlines / Haszrina Minhad
title_fullStr	The influence of value co-creation behaviour on customer satisfaction for international in-flight service of Malaysia Airlines / Haszrina Minhad
title_full_unstemmed	The influence of value co-creation behaviour on customer satisfaction for international in-flight service of Malaysia Airlines / Haszrina Minhad
title_sort	influence of value co-creation behaviour on customer satisfaction for international in-flight service of malaysia airlines / haszrina minhad
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Arshad Ayub Graduate Business School (AAGBS)
publishDate	2019
url	https://ir.uitm.edu.my/id/eprint/82981/1/82981.pdf
_version_	1794191959890329600

The influence of value co-creation behaviour on customer satisfaction for international in-flight service of Malaysia Airlines / Haszrina Minhad

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