IDEAS home Printed from https://ideas.repec.org/a/eee/jaitra/v73y2018icp46-57.html
   My bibliography  Save this article

A multi-group analysis of social media engagement and loyalty constructs between full-service and low-cost carriers in Hong Kong

Author

Listed:
  • Lee, C.K.M.
  • Ng, K.K.H.
  • Chan, Hing Kai
  • Choy, K.L.
  • Tai, W.C.
  • Choi, L.S.

Abstract

This study investigates the factors that influence customer loyalty to full-service carriers and low-cost carriers in the Hong Kong airline industry. A hypothesis model is proposed to examine the relationship of various drivers of customer loyalty. In this study, engagement in social media was used to assess the effect of advertising, while the impacts of perceived service quality were considered to measure the effect on perceived value, and their impacts on customer satisfaction and loyalty. Three hundred and fifty-six questionnaires were distributed at the Hong Kong International Airport to collect data. The multi-group analysis was conducted to evaluate the hypothesis model with two groups of passengers. The results confirmed that social media engagement, perceived service quality, and perceived value have an incidental relationship to customer satisfaction. Media engagement and service quality are the strong predictors of attitudinal and behavioural loyalty in low-cost carriers. Interestingly, our findings show that the two groups of passengers have notable differences regarding loyalty construction, which adequately explain how passengers have different service expectations and needs.

Suggested Citation

  • Lee, C.K.M. & Ng, K.K.H. & Chan, Hing Kai & Choy, K.L. & Tai, W.C. & Choi, L.S., 2018. "A multi-group analysis of social media engagement and loyalty constructs between full-service and low-cost carriers in Hong Kong," Journal of Air Transport Management, Elsevier, vol. 73(C), pages 46-57.
    • Handle: RePEc:eee:jaitra:v:73:y:2018:i:c:p:46-57
    DOI: 10.1016/j.jairtraman.2018.08.009
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969699717301825
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jairtraman.2018.08.009?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Dijkmans, Corné & Kerkhof, Peter & Beukeboom, Camiel J., 2015. "A stage to engage: Social media use and corporate reputation," Tourism Management, Elsevier, vol. 47(C), pages 58-67.
    2. Forgas, Santiago & Moliner, Miguel A. & Sánchez, Javier & Palau, Ramon, 2010. "Antecedents of airline passenger loyalty: Low-cost versus traditional airlines," Journal of Air Transport Management, Elsevier, vol. 16(4), pages 229-233.
    3. Chou, Pin-Fenn, 2015. "An analysis of the relationship between service failure, service recovery and loyalty for Low Cost Carrier travelers," Journal of Air Transport Management, Elsevier, vol. 47(C), pages 119-125.
    4. Rajaguru, Rajesh, 2016. "Role of value for money and service quality on behavioural intention: A study of full service and low cost airlines," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 114-122.
    5. Nesset, Erik & Helgesen, Øyvind, 2014. "Effects of switching costs on customer attitude loyalty to an airport in a multi-airport region," Transportation Research Part A: Policy and Practice, Elsevier, vol. 67(C), pages 240-253.
    6. Pels, Eric & Njegovan, Nenad & Behrens, Christiaan, 2009. "Low-cost airlines and airport competition," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 45(2), pages 335-344, March.
    7. Park, Jin-Woo & Robertson, Rodger & Wu, Cheng-Lung, 2004. "The effect of airline service quality on passengers’ behavioural intentions: a Korean case study," Journal of Air Transport Management, Elsevier, vol. 10(6), pages 435-439.
    8. Kim, Yu Kyoung & Lee, Hyung Ryong, 2011. "Customer satisfaction using low cost carriers," Tourism Management, Elsevier, vol. 32(2), pages 235-243.
    9. Rosanna Leung & Markus Schuckert & Emmy Yeung, 2013. "Attracting User Social Media Engagement: A Study of Three Budget Airlines Facebook Pages," Springer Books, in: Lorenzo Cantoni & Zheng (Phil) Xiang (ed.), Information and Communication Technologies in Tourism 2013, edition 127, pages 195-206, Springer.
    10. Kos Koklic, Mateja & Kukar-Kinney, Monika & Vegelj, Spela, 2017. "An investigation of customer satisfaction with low-cost and full-service airline companies," Journal of Business Research, Elsevier, vol. 80(C), pages 188-196.
    11. Hussain, Rahim & Al Nasser, Amjad & Hussain, Yomna K., 2015. "Service quality and customer satisfaction of a UAE-based airline: An empirical investigation," Journal of Air Transport Management, Elsevier, vol. 42(C), pages 167-175.
    12. Rosenbaum-Elliott, Richard & Percy, Larry & Pervan, Simon, 2015. "Strategic Brand Management," OUP Catalogue, Oxford University Press, edition 3, number 9780198704201.
    13. Demirci Orel, Fatma & Kara, Ali, 2014. "Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 118-129.
    14. Akamavi, Raphaël K. & Mohamed, Elsayed & Pellmann, Katharina & Xu, Yue, 2015. "Key determinants of passenger loyalty in the low-cost airline business," Tourism Management, Elsevier, vol. 46(C), pages 528-545.
    15. Min, Hokey & Joo, Seong-Jong, 2016. "A comparative performance analysis of airline strategic alliances using data envelopment analysis," Journal of Air Transport Management, Elsevier, vol. 52(C), pages 99-110.
    16. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    17. Westaby, James D., 2005. "Behavioral reasoning theory: Identifying new linkages underlying intentions and behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 98(2), pages 97-120, November.
    18. Chen, Ching-Fu, 2008. "Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan," Transportation Research Part A: Policy and Practice, Elsevier, vol. 42(4), pages 709-717, May.
    19. Chiou, Yu-Chiun & Chen, Yen-Heng, 2010. "Factors influencing the intentions of passengers regarding full service and low cost carriers: A note," Journal of Air Transport Management, Elsevier, vol. 16(4), pages 226-228.
    20. Fu, Xiaowen & Lei, Zheng & Wang, Kun & Yan, Jia, 2015. "Low cost carrier competition and route entry in an emerging but regulated aviation market – The case of China," Transportation Research Part A: Policy and Practice, Elsevier, vol. 79(C), pages 3-16.
    21. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    22. Hartmann, Nathaniel N. & Rutherford, Brian N. & Park, JungKun, 2017. "Sequencing of multi-faceted job satisfaction across business-to-business and business-to-consumer salespeople: A multi-group analysis," Journal of Business Research, Elsevier, vol. 70(C), pages 153-159.
    23. Eugene W. Anderson & Claes Fornell & Roland T. Rust, 1997. "Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services," Marketing Science, INFORMS, vol. 16(2), pages 129-145.
    24. Chang, Li-Yen & Hung, Shao-Chih, 2013. "Adoption and loyalty toward low cost carriers: The case of Taipei–Singapore passengers," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 50(C), pages 29-36.
    25. Kohli, Chiranjeev & Suri, Rajneesh & Kapoor, Anuj, 2015. "Will social media kill branding?," Business Horizons, Elsevier, vol. 58(1), pages 35-44.
    26. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. "Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 350-362, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jaffar Abbas & Jaffar Aman & Mohammad Nurunnabi & Shaher Bano, 2019. "The Impact of Social Media on Learning Behavior for Sustainable Education: Evidence of Students from Selected Universities in Pakistan," Sustainability, MDPI, vol. 11(6), pages 1-23, March.
    2. Özlem Atalık & Mahmut Bakır & Şahap Akan, 2019. "The Role of In-Flight Service Quality on Value for Money in Business Class: A Logit Model on the Airline Industry," Administrative Sciences, MDPI, vol. 9(1), pages 1-15, March.
    3. Antwi, Collins Opoku & Fan, Chong-jun & Nataliia, Ihnatushchenko & Aboagye, Michael Osei & Xu, Hangyu & Azamela, John Coffie, 2020. "Do airport staff helpfulness and communication generate behavioral loyalty in transfer passengers? A conditional mediation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Tsui, Wai Hong Kan & Fu, Xiaowen & Yin, Chuanzhong & Zhang, Huaxin, 2021. "Hong Kong's aviation and tourism growth - An empirical investigation," Journal of Air Transport Management, Elsevier, vol. 93(C).
    5. Nijolė Batarlienė & Neringa Slavinskaitė, 2023. "Assessment of Factors Determining Airline Consumer Loyalty: Case Study in Lithuania," Sustainability, MDPI, vol. 15(2), pages 1-15, January.
    6. Singh, Balgopal, 2021. "Predicting airline passengers’ loyalty using artificial neural network theory," Journal of Air Transport Management, Elsevier, vol. 94(C).
    7. Prados-Peña, Mª Belén & Crespo-Almendros, Esmeralda & Porcu, Lucía, 2022. "COVID-19 and social media communication strategies: A comparative study of the effectiveness of Facebook posts during the lockdown and the “new normal†in the airline industry," Journal of Air Transport Management, Elsevier, vol. 103(C).
    8. Yiu, Cho Yin & Ng, Kam K.H. & Yu, Simon C.M. & Yu, Chun Wah, 2022. "Sustaining aviation workforce after the pandemic: Evidence from Hong Kong aviation students toward skills, specialised training, and career prospects through a mixed-method approach," Transport Policy, Elsevier, vol. 128(C), pages 179-192.
    9. Park, Joonyong & Kim, Renee B., 2022. "Importance of offline service quality in building loyalty of OC service brand," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    10. Dabin Xue & Kam K. H. Ng & Li-Ta Hsu, 2020. "Multi-Objective Flight Altitude Decision Considering Contrails, Fuel Consumption and Flight Time," Sustainability, MDPI, vol. 12(15), pages 1-20, August.
    11. BAKIR Mahmut & KORKMAZ Huseyin & SAK Fatma Selin & ATALIK Ozlem, 2022. "Determinants Of Consumer Attitudes Towards Social Media Advertising: Evidence From The Turkish Airline Industry," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 17(1), pages 5-23, April.
    12. Dissakoon Chonsalasin & Sajjakaj Jomnonkwao & Vatanavongs Ratanavaraha, 2020. "Key Determinants of Airline Loyalty Modeling in Thailand," Sustainability, MDPI, vol. 12(10), pages 1-17, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dissakoon Chonsalasin & Sajjakaj Jomnonkwao & Vatanavongs Ratanavaraha, 2020. "Key Determinants of Airline Loyalty Modeling in Thailand," Sustainability, MDPI, vol. 12(10), pages 1-17, May.
    2. Henderson, Isaac Levi & Tsui, Kan Wai Hong & Ngo, Thanh & Gilbey, Andrew & Avis, Mark, 2019. "Airline brand choice in a duopolistic market: The case of New Zealand," Transportation Research Part A: Policy and Practice, Elsevier, vol. 121(C), pages 147-163.
    3. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    4. Sezgen, Eren & Mason, Keith J. & Mayer, Robert, 2019. "Voice of airline passenger: A text mining approach to understand customer satisfaction," Journal of Air Transport Management, Elsevier, vol. 77(C), pages 65-74.
    5. Leon, Steven & Dixon, Sonoma, 2023. "Airline satisfaction and loyalty: Assessing the influence of personality, trust and service quality," Journal of Air Transport Management, Elsevier, vol. 113(C).
    6. Eunil Park & Sanghoon Lee & Sang Jib Kwon & Angel P. Del Pobil, 2015. "Determinants of Behavioral Intention to Use South Korean Airline Services: Effects of Service Quality and Corporate Social Responsibility," Sustainability, MDPI, vol. 7(9), pages 1-16, September.
    7. Lin, Hsiu-Fen & Huang, Yi-Wen, 2015. "Using analytic network process to measure the determinants of low cost carriers purchase intentions: A comparison of potential and current customers," Journal of Air Transport Management, Elsevier, vol. 49(C), pages 9-16.
    8. Kos Koklic, Mateja & Kukar-Kinney, Monika & Vegelj, Spela, 2017. "An investigation of customer satisfaction with low-cost and full-service airline companies," Journal of Business Research, Elsevier, vol. 80(C), pages 188-196.
    9. Baumeister, Stefan & Nyrhinen, Jussi & Kemppainen, Tiina & Wilska, Terhi-Anna, 2022. "Does airlines’ eco-friendliness matter? Customer satisfaction towards an environmentally responsible airline," Transport Policy, Elsevier, vol. 128(C), pages 89-97.
    10. Rajaguru, Rajesh, 2016. "Role of value for money and service quality on behavioural intention: A study of full service and low cost airlines," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 114-122.
    11. Liu, Chih-Hsing Sam & Lee, Tingko, 2016. "Service quality and price perception of service: Influence on word-of-mouth and revisit intention," Journal of Air Transport Management, Elsevier, vol. 52(C), pages 42-54.
    12. Bezerra, George C.L. & Gomes, Carlos F., 2020. "Antecedents and consequences of passenger satisfaction with the airport," Journal of Air Transport Management, Elsevier, vol. 83(C).
    13. Singh, Balgopal, 2021. "Predicting airline passengers’ loyalty using artificial neural network theory," Journal of Air Transport Management, Elsevier, vol. 94(C).
    14. de Oña, Juan, 2021. "Understanding the mediator role of satisfaction in public transport: A cross-country analysis," Transport Policy, Elsevier, vol. 100(C), pages 129-149.
    15. Shen, Chao & Yahya, Yazkhiruni, 2021. "The impact of service quality and price on passengers' loyalty towards low-cost airlines: The Southeast Asia perspective," Journal of Air Transport Management, Elsevier, vol. 91(C).
    16. Thowayeb H. Hassan & Amany E. Salem, 2021. "Impact of Service Quality of Low-Cost Carriers on Airline Image and Consumers’ Satisfaction and Loyalty during the COVID-19 Outbreak," IJERPH, MDPI, vol. 19(1), pages 1-16, December.
    17. Park, Eunil & Jang, Yeonju & Kim, Jina & Jeong, Nam Jeong & Bae, Kunwoo & del Pobil, Angel P., 2019. "Determinants of customer satisfaction with airline services: An analysis of customer feedback big data," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 186-190.
    18. Ko, Young Dae & Kwag, Sung Il & Oh, Yonghui, 2020. "An efficient airline seat reallocation algorithm considering customer dissatisfaction," Journal of Air Transport Management, Elsevier, vol. 85(C).
    19. de Oña, Juan, 2020. "The role of involvement with public transport in the relationship between service quality, satisfaction and behavioral intentions," Transportation Research Part A: Policy and Practice, Elsevier, vol. 142(C), pages 296-318.
    20. Juan de Oña & Rocio de Oña, 2015. "Quality of Service in Public Transport Based on Customer Satisfaction Surveys: A Review and Assessment of Methodological Approaches," Transportation Science, INFORMS, vol. 49(3), pages 605-622, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jaitra:v:73:y:2018:i:c:p:46-57. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/journal-of-air-transport-management/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.