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A Conceptual Development on the Mediating Role of E-Service Recovery on the Relationship between Customer Determinants and Customer Retentions in the Airline Industry in Malaysia (A Structural Equation Modelling Approach)

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  • Rafah A. Al–Jader

    (City University of Science and Technology, Malaysia.)

  • Dr. Ilham Sentosa

    (City University of Science and Technology, Malaysia.)

Abstract

As Internet become a vital element in everyday life and as the rate of using the e-context as a marketing tool by companies is growing, customer retention becomes an essential element in firm’s survival. Hence, losing customers in e-context is a continuance threat for companies that need to be addressed. The current study is aiming at at examining the effect of five customer determinants, namely; E-Trust, Prior Experience, Customer’s Perception of Feedback, E-Loyalty and Digital Awareness on Customer Retention. In addition, the study will investigate the role of E-Service Recovery Satisfaction (E-SRS) as a mediating variable in these relations in the context of Airline Industry in Malaysia. The data collection tool is a self-administrate questionnaire. The sample is Malaysian passengers who used the faced a service failure during using local Airlines. Structural Equation Modelling is utilized to analyze the collected data.

Suggested Citation

  • Rafah A. Al–Jader & Dr. Ilham Sentosa, 2015. "A Conceptual Development on the Mediating Role of E-Service Recovery on the Relationship between Customer Determinants and Customer Retentions in the Airline Industry in Malaysia (A Structural Equatio," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 6(1), pages 98-103, January.
    • Handle: RePEc:aii:ijcmss:v:6:y:2015:i:1:p:98-103
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