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

Kết quả hình ảnh cho A multi-group analysis of social media engagement and loyalty constructs between full-service and low-cost carriers in Hong Kong images

This research aimed to determine the factors that affect the loyalty constructs of FSC and LCC passengers. First, we investigated the effect of media engagement in the social marketing channel on customer loyalty. Corporate branding is an incredibly important factor associated with corporate profit. Loyal customers intend to repurchase, increase the order value, and recommend friends and relatives to purchase tickets from a particular company. This inevitably enlarges the customer base and allows customer retention in the highly competitive airline service market in order to sustain business growth. Second, we incorporated the hypothesis model with multiple group analysis to investigate the coefficient difference between FSC and LCC passengers.  Third, the results by MGA supported that FSC and LSS passengers have significant differences in service expectation, customer satisfaction and formulation of loyalty constructs. The results show that perceived value is the antecedent of the marketing channel in social media for both FSC and LCC passengers. The interpretation is consistent with our general understanding of loyalty constructs in regards to attitudinal loyalty.

Collected and summarized from the source below by Tran Thi Tan  https://db.vista.gov.vn:2095/science/article/pii/S0969699717301825