Please Wait! Your file will start to download within 10 seconds automatically. Otherwise click here Download

Airline Customer Retention in Indonesia 2015


Juliater Simarmata , Yuyus Suryana , Umi Kaltum , Yevis Marty Oesman ,

Download Full PDF Pages: 41-53 | Views: 385 | Downloads: 105 | DOI: 10.5281/zenodo.3463897

Volume 5 - February 2016 (02)


The increasing social class population and the need for rapid transportation have led to increased competition in the airline industry in Indonesia. Competitors in the airlines industry are changing their strategies with the new ones, such as intensive marketing, advertising and promotion, as well as law cost carriers’ strategy to get more passengers. The airline companies that can attract and retain customers in this highly competitive and increasingly saturated market stand poised to make considerable gains, and thus customer retention is an important field of study in this mature market. The objective of this research is to examine the direct relationship of Customer Trust, Customer Satisfaction, Brand, Performance of Service Delivery, and Switching Barrier on Customer Retention in Indonesia airline companies. A survey was conducted on domestic airline passengers and analysed by OLS Method. This research confirms the significant relationship of Customer Trust, Customer Satisfaction, Brand, Performance of Service Delivery, Switching Barrier with Customer Retention in Indonesian Airlines. 


Customer Retention, Customer Trust, Customer Satisfaction, Brand, Performance of Service Delivery, Switching Barrier, Airlines.


  1. Byron Sharp .(2010). How Brands Grow: What Marketers Don't Know. Oxford University press Autralia and New Zeland. Melbourne.Australia
  2. Bansal, H. S., & Taylor, S. F. (1999). The service provider switching model (SPSM): A model of consumer switching behavior in the service industry. Journal of Service Research, 2(2), 200-218
  3. Edwardson, S. W. Brown & R. Johnston (Eds), Advancing service quality: A global perspective (pp. 171-180). International Service Quality Association
  4. Gerpott,T. J., Rams,W., & Schindler, A. (2001). Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market. Telecommunications Policy, 25, 249-269.
  5. Gremler, D. D., & Brown, S. W. (1996). Service loyalty: Its nature, importance, and implications. in Advancing Service Quality: A Global Perspective
  6. Grigoroudis, E. And Arabatzis,G. (2010). Visitors satsifactions, percepions and gap analysis: the cas of Dadialekimi-souflion National Park” Forest policy and Economics, Vol 12 no 3 pp 163-172
  7. Grigoroudis, Evangelos and Yannis Sisko. (2010). Customer Satisfaction Evaluation: Methods for Measuring and Implementing . Springer New York
  8. Hutcheson, G. D. (2011). Ordinary Least-Squares Regression. In L. Moutinho and G. D. Hutcheson, The SAGE Dictionary of Quantitative Management Research. Pages 224-228.
  9. Inamullah khan, (2012). Impact of Customers Satisfaction And Customers Retention on Customer Loyalty, International Journal of Scientific & Technology Research Volume 1, Issue 2, March 2012
  10. Kim, H.S., & Yoon, C.H. (2004). Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market. Telecommunications policy, 28, 751-765.
  11. Kim, K.J., jeong, I. J., Park, J. C., Park, Y. j., Kim, C. G., & Kim, T. H. (2007). The impact of network performance on customer satisfaction and loyalty: Highspeed internet service case in Korea. Expert system with Applications, 32, 822- 831
  12. Lin, H. H., & Wang, Y. S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & management, 43, 271-282.
  13. Lin, J. S. C., & Wu, C. Y., (2011). The role of expected future use in relationship-based service retention. Managing Service Quality, 21(5), 535-551.
  14. Nak Gulid, 2014. he Influence Of Satisfaction, Trust, And Switching Barriers On Thai Tourists Retention. The Clute Institute International Academic Conference. The Clute Institute
  15. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). A conceptual model of service quality and implications for future research, Journal of Marketing, Vol. 49, Fall, pp. 41-50
  16. Rick Suttle. (2000). Characteristics of Consumer Markets by Demand Media
  17. Rust, R. T., & Zahorik, A. J. (1993). Customer Satisfaction, Customer Retention and Market Share.Journal of retailing, 69 (2), 193-215.
  18. Rust, R. T., Zohorik, A. J., & keiningham, T. L. (1995). Return on Quality (ROQ): Making Service Quality Financially Accountable. journal of marketing, 59,58-70.
  19. Heidi Cohen, 2011, 30 Branding Definitions -.
  20. S. M. Keaveney, (1995).Customer switching behavior in service industries: An exploratory study. Journal of Marketing,Vol. 50. No. 2, pp. 71-82, 1995
  21. Swan, John E., Nolan, Johannah Jones: Gaining Customer Trust: A Conceptual Guide for the Salesperson.Journal of Personal Selling and Sales Management5 (1985): 39–48.
  22. Yen, H. J. R., & Gwinner, K. P., (2003). Internet retail customer loyalty: the role of relational benefits. Journal of service industry management, 14(5), 483-500

Cite this Article: