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The Effect of Country of Origin Service Quality and Brand Redeployment after M&A: The Case of Tiger Air-Mandala Airline

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  • Adilla Anggraeni

    (Binus Business School, Bina Nusantara University, West Jakarta, Indonesia)

  • Kendy Hasan

    (Binus Business School, Bina Nusantara University, West Jakarta, Indonesia)

Abstract

The purpose of the research is to confirm that general country attribute; service quality and the redeployment strategies are variables needed by the company to smooth the process of the merger and acquisition. The main research framework was replicated from the work of Lee and Lee (2011) with alterations to suit the context of the current study. The data were collected from 150 respondents through offline and online questionnaire. Simple and multiple linear regressions are the hypothesis testing chosen for this study. ANOVA and Post-Hoc Duncan are performed to differentiate which of the five redeployment strategies is the best used by the company after done the merger and acquisition. The results conclude that general country attributes and service quality are positively linked to purchase intention in the case of Tigerair Mandala Airlines. Country of origin was found to have the most significant influence toward purchase intention, whereas service quality has the significant influence toward purchase intention.

Suggested Citation

  • Adilla Anggraeni & Kendy Hasan, 2016. "The Effect of Country of Origin Service Quality and Brand Redeployment after M&A: The Case of Tiger Air-Mandala Airline," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 7(1), pages 42-55, January.
    • Handle: RePEc:igg:jabim0:v:7:y:2016:i:1:p:42-55
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