Scribd
Upload
86 views5 pages

Conclusion PDF

This chapter summarizes the findings of the research study. It concludes that airline service quality has a significant impact on customers' intention to repurchase and that brand image mediates this relationship. It provides recommendations for Lion Air to improve service quality and safety measures. It also notes limitations, such as other factors influencing repurchase intention and the limited scope of only examining one low-cost airline in Indonesia. Suggestions for further research include examining additional variables and conducting studies in other contexts.

Uploaded by

SamatorEdu Team
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
86 views5 pages

Conclusion PDF

This chapter summarizes the findings of the research study. It concludes that airline service quality has a significant impact on customers' intention to repurchase and that brand image mediates this relationship. It provides recommendations for Lion Air to improve service quality and safety measures. It also notes limitations, such as other factors influencing repurchase intention and the limited scope of only examining one low-cost airline in Indonesia. Suggestions for further research include examining additional variables and conducting studies in other contexts.

Uploaded by

SamatorEdu Team
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 5

5.

CONCLUSION

5.1. Summary

In this chapter, the researchers will summarise the findings of the research
and conclude the whole study. In the first chapter, two research objectives were
stated. The first objective is to understand whether airline service quality influence
Lion Air’s customers repurchase intention. The second objective is to understand
the mediation effect of brand image towards the relationship of airline service
quality and Lion Air’s customers repurchase intention. In order to fulfil the research
objectives, two hypotheses were developed.

To test the hypotheses, the researchers developed a set of questionnaires and


collected 111 valid responses from respondents who have flown with Lion Air in
this past 10 years. Prior to conducting the regression analysis, the researchers test
the validity and reliability of the data gathered, as well as the classical assumption
tests. Since one of the objectives is to understand the mediation effect of brand
image towards repurchase intention, the researchers conducted multiple linear
regression with path analysis and Sobel test. A total of three regressions were
conducted as a prerequisite to do mediation analysis, in which robust standard error
is applied to regression model 2 and 3. Afterwards, Sobel test is conducted to test
the mediation effect.

Based on the first regression model, the researchers conclude that airline
service quality has a significant influence on repurchase intention. From the second
regression model, the researchers conclude that airline service quality is also
significantly impacting brand image. Furthermore, from the third regression model,
followed by Sobel test, the researchers found out that brand image has a mediating
effect on the relationship between airline service quality and repurchase intention.

In conclusion, this research has proven that service quality has a significant
impact on customers’ intention to repurchase. It has also proven that brand image
mediates the relationship between airline service quality and repurchase intention.

70
Petra Christian University
This study gives valuable information for Lion Air to focus more on improving
their service quality and maintaining a good brand image in order to motivate
repurchase intention. Furthermore, this research also gives some valuable insights
to academicians with similar interest in this topic. This study provides references
for academicians to improve the limitations of the current study in the future
studies. In addition, the process of researching this topic has given the researchers
notable knowledge concerning airline service quality, brand image, and repurchase
intention. This would give the researchers ideas on how to ensure repurchase
intention not exclusively in an airline industry, but every other business area as
well.

5.2. Recommendations

Based on this study’s findings and discussions, recommendation can be


given to Lion Air as the object of this study, academicians, and also business
practitioners.

As this study proves that airline service quality is an important antecedent


of repurchase intention, the researchers suggest Lion Air to primarily focus on its
quality of service. Based on the average airline service quality in figure 5.1 below,
Lion Air needs to enhance the overall reliability of their service. Improving their
reliability can be done by ensuring that the flight is consistent with the scheduled
departure time or ensuring that the service given is always performed correctly.

3.4
3.3
3.2
3.1
3
2.9
2.8
2.7
2.6
2.5
2.4
Tangibles Reliability Responsiveness Assurance Empathy

Figure 5.1. Airline Service Quality of Lion Air

71
Petra Christian University
Recommendation can also be made based on further analysis on each item
average shown in Figure 5.2 below. Item 8, which measures Lion Air’s timeliness,
receives the lowest score among the other indicators. Therefore, Lion Air needs to
ensure that their flight is according to the schedule in order to improve their
timeliness. Furthermore, item 3 and 18 concerning Lion Air’s safety receives
second and third lowest scores among the other items. Item 3 evaluates the safety
record of Lion Air; in which passengers judged as poor. Meanwhile, item 18 rates
whether passengers feel safe flying with Lion Air; in which passengers rated as
poor. Hence, in order to induce repurchase intention for those who have concern
with Lion Air’s safety issues, Lion Air needs to construct a better safety measures
in order to provide assurance to all passengers.

4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
ASQ_11

ASQ_20

ASQ_24
ASQ_10

ASQ_12
ASQ_13
ASQ_14
ASQ_15
ASQ_16
ASQ_17
ASQ_18
ASQ_19

ASQ_21
ASQ_22
ASQ_23

ASQ_25
ASQ_26
ASQ_27
ASQ_28
ASQ_29
ASQ_30
ASQ_31
ASQ_32
ASQ_1
ASQ_2
ASQ_3
ASQ_4
ASQ_5
ASQ_6
ASQ_7
ASQ_8
ASQ_9

Figure 5.2. Items of Airline Service Quality

Recommendation can also be given to academicians who are interested to


do a research on repurchase intention. When investigating customer retention in an
airline industry, airline service quality and brand image can be applied in order to
understand customers repurchase intention. Since this research focuses on
Indonesian airline industry, especially the low-cost carrier industry, it is encouraged
that further research using this framework is done to another existing industries or
to another object.

72
Petra Christian University
Finally, business practitioners in an airline industry need to maintain their
quality of service since it affects whether or not the passengers will repurchase
flight tickets from a particular airline. Delivering a good service quality is necessary
in order to retain customer in this competitive airline industry (Ostrowski et al.,
1993). However, this strategy may only apply to airline companies with the same
low-cost strategy as Lion Air. Further explanation will be described in the following
section.

5.3. Limitations of the Research

Throughout the research process, the researchers found several limitations


discussed below:

1. Limited Independent and Mediating Variables

This research proves that airline service quality is indeed significantly


influencing repurchase intention. However, based on the adjusted R-
squared result on regression model 1, only 46.8% of the variance in
repurchase intention that can be explained by airline service quality. This
indicates that airline service quality alone cannot entirely predict
repurchase intention since there are 53.2% of the variance in repurchase
intention that are explained by other variables which are not measured in
this study. Based on the second regression model, there are 54.6% of the
variance in brand image that can be explained by airline service quality;
thus, 45.4% variance in brand image that cannot be explained by airline
service quality. Lastly, from the adjusted R-squared of the third
regression model, 53.7% variance in repurchase intention can be
explained by airline service quality; leaving 46.3% variance in
repurchase intention that are explained by variables other than airline
service quality and brand image.

2. Limited Scope of the Study

This research looked into Indonesia airline industry by choosing Lion


Air, one of Indonesian low-cost carriers. While a low-cost carrier focuses
more on affordability and maximum utilisation of the aircraft (Sorensen,

73
Petra Christian University
2005), a traditional carrier (carriers which offer full-service) might put
its concern on other qualities. Therefore, researches done on other
brands, type of carriers, or other countries might not result in the same
way this study did. The aspects that impact a low-cost airline industry in
Indonesia might not impact the object of other studies on different scope.

5.4. Suggestions for Further Research

Referring to the limitations of this research, these suggestions are developed


for further research:

1. Conduct research on other variables

Future studies can increase the number of independent and mediating


variables to better explain repurchase intention as the dependent variable.
There are theories about other independent variables that influence the
dependent variable. Saleem et al. (2017) found that repurchase intention
can be influenced by trust. In addition, Saleem’s study identified that
repurchase intention is also influenced by service quality through
customer satisfaction. A study by Sureshchanndra, Rajendran, and
Anantharaman (2003) also has similar result with Saleem study, which
found that the relationship between service quality and customer
satisfaction is strong. Therefore, future studies can explore into trust as
well as customer satisfaction and its effect towards repurchase intention.

2. Conduct research on a different scope

Future studies can explore a different scope than what this study has
covered in order to test whether this framework applies to other scopes
and objects. Future researchers can conduct studies on traditional airline
or a foreign airline brand in order to learn how airline service quality
influence repurchase intention through brand image on those research
objects. Future studies may also conduct a comparative analysis on
traditional airline and low-cost carrier to better understand how airline
service quality influence repurchase intention in different areas of airline
industry.

74
Petra Christian University

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy