Tanuwijaya, Fransisca Luciana and Garibaldi, Gemala P. (2018) The Impact Of Relationship Marketing On Customer Loyalty A Case Study Of Garuda Indonesia Airline. Bachelor thesis, Swiss German University.

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Abstract

Airline industry is considered as a promising sector in Indonesia. It is predicted to become the sixth largest market for air travel by 2034. Hence, it creates a highly competitive environment in the market. Garuda Indonesia Airline is one of the commercial airlines owned by the government of Indonesia. It has won many prestigious awards and it is the first and only Indonesia Airline that joins SkyTeam. Recently, Garuda Indonesia Airline faces several problems; such as flight delay, flight cancelation and lawsuit. Moreover, its market share has decreased both domestic and international and the numbers of passengers have fluctuated each year. Higher level of competition in airline industry makes the management realized that they need a strategy to enhance their customer loyalty. This study reports the impact of relationship marketing on customer loyalty at Garuda Indonesia Airline. An adopted questionnaire was completed by 188 customers who have been using or purchasing Garuda Indonesia Airline at least twice a year or willing to recommend or encourage other to use Garuda Indonesia Airline. Multiple linear regressions were used to test the impact of four key relationship-marketing dimensions, namely trust, commitment, communication and conflict handling simultaneously and partially. The finding shows that commitment is the strongest dimension that affects the customer loyalty of Garuda Indonesia Airline, followed by conflict handling and communication. Meanwhile, trust does not affect the customer loyalty of Garuda Indonesia Airline. This study also provides the management with several suggestions in implementing relationship-marketing strategies to achieve customer loyalty in Garuda Indonesia Airline.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Airline Industry; Relationship Marketing; Trust; Commitment; Communication
Subjects:	H Social Sciences > HE Transportation and Communications > HE9761 Air transportation. Airlines H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415.5 Customer relations--Management H Social Sciences > HG Finance > HG4301-4480.9 Trust services. Trust companies
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Astuti Kusumaningrum
Date Deposited:	30 May 2020 09:30
Last Modified:	30 May 2020 09:30
URI:	http://repository.sgu.ac.id/id/eprint/702

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