Customer loyalty amongst GRADS member of Malaysia Airlines / Afini Salehuddin

This exploratory research was carried out to obtain information about the values of benefits GRADS Programme and the perceived satisfaction of GRADS service quality from the GRADS members' point of view. The study was based on simple random sampling method using GRADS members as their sample. H...

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Bibliographic Details
Main Author:	Salehuddin, Afini
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2006
Subjects:	Customer services. Customer relations Personnel management. Employment management
Online Access:	http://ir.uitm.edu.my/id/eprint/18959/ http://ir.uitm.edu.my/id/eprint/18959/1/PPb_AFINI%20SALEHUDDIN%20BM%2006_5.pdf

id	uitm-18959
recordtype	eprints
spelling	uitm-189592018-02-05T04:33:09Z http://ir.uitm.edu.my/id/eprint/18959/ Customer loyalty amongst GRADS member of Malaysia Airlines / Afini Salehuddin Salehuddin, Afini Customer services. Customer relations Personnel management. Employment management This exploratory research was carried out to obtain information about the values of benefits GRADS Programme and the perceived satisfaction of GRADS service quality from the GRADS members' point of view. The study was based on simple random sampling method using GRADS members as their sample. However the data was collected through face to face interview by using survey questionnaire in GRADS Counter Malaysia Airlines Building, Jalan Sultan Ismail, Kuala Lumpur and Road Show GRADS Programme at MATTA Fair, Putra World Trade Center, Kuala Lumpur. The overall findings of frequency from 132 respondents show that most valuable aspect of the GRADS Programme is the 50% rebate of domestic airfare for confirmed seat (90.91%) and the less valuable is Partner benefits(23.48%). Meanwhile 98.23% of the respondents are satisfied with the service quality of GRADS Counter, 90.91% of respondents are satisfied with the service quality of the application process, 97.88% of respondents are satisfied with the service quality of membership card, 96.72% of respondents satisfied with the service quality of benefits of GRADS Programme, 95.46% of respondents satisfied with the service quality of benefits 50% confirmed seat, 93.03% of respondents satisfied with the service quality of benefits 50% standby seat, and 95.30% of respondents satisfied with the Malaysia Airlines In-Flight service quality. On the other hand, the findings also indicated the factors that influenced the members to travel with Malaysia Airlines, season travel with Malaysia Airlines and purpose to travel with Malaysia Airlines. The study also indicated the major competitor of Malaysia Airlines and the factor of switching to other airlines. The research findings also indicated the statistical significant correlation between twenty three variables or attributes. The demographic variable of Years being GRADS Member, gender, age, race, nationality, level of study, monthly allowance, and RM 25 as annual fees correlate with GRADS Programme attributes, factors to travel with Malaysia Airlines, and perceived satisfaction of GRADS Programme attributes. With identifying the problems and shortcoming of valuable benefits and perceived satisfaction of GRADS Programme, it can provide general guideline and ideas to improve the programme as well as to enhance customer loyalty with Malaysia Airlines in future. Recommendations and suggestion on how to improve the value of benefits GRADS Programme and perceived satisfaction of GRADS Programme have been identified. Furthermore implications for future research is also being discussed for achieving further involvement in fields of benefits and perceived satisfaction of GRADS Programme. Faculty of Business and Management 2006 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/18959/1/PPb_AFINI%20SALEHUDDIN%20BM%2006_5.pdf Salehuddin, Afini (2006) Customer loyalty amongst GRADS member of Malaysia Airlines / Afini Salehuddin. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Customer services. Customer relations Personnel management. Employment management
spellingShingle	Customer services. Customer relations Personnel management. Employment management Salehuddin, Afini Customer loyalty amongst GRADS member of Malaysia Airlines / Afini Salehuddin
description	This exploratory research was carried out to obtain information about the values of benefits GRADS Programme and the perceived satisfaction of GRADS service quality from the GRADS members' point of view. The study was based on simple random sampling method using GRADS members as their sample. However the data was collected through face to face interview by using survey questionnaire in GRADS Counter Malaysia Airlines Building, Jalan Sultan Ismail, Kuala Lumpur and Road Show GRADS Programme at MATTA Fair, Putra World Trade Center, Kuala Lumpur. The overall findings of frequency from 132 respondents show that most valuable aspect of the GRADS Programme is the 50% rebate of domestic airfare for confirmed seat (90.91%) and the less valuable is Partner benefits(23.48%). Meanwhile 98.23% of the respondents are satisfied with the service quality of GRADS Counter, 90.91% of respondents are satisfied with the service quality of the application process, 97.88% of respondents are satisfied with the service quality of membership card, 96.72% of respondents satisfied with the service quality of benefits of GRADS Programme, 95.46% of respondents satisfied with the service quality of benefits 50% confirmed seat, 93.03% of respondents satisfied with the service quality of benefits 50% standby seat, and 95.30% of respondents satisfied with the Malaysia Airlines In-Flight service quality. On the other hand, the findings also indicated the factors that influenced the members to travel with Malaysia Airlines, season travel with Malaysia Airlines and purpose to travel with Malaysia Airlines. The study also indicated the major competitor of Malaysia Airlines and the factor of switching to other airlines. The research findings also indicated the statistical significant correlation between twenty three variables or attributes. The demographic variable of Years being GRADS Member, gender, age, race, nationality, level of study, monthly allowance, and RM 25 as annual fees correlate with GRADS Programme attributes, factors to travel with Malaysia Airlines, and perceived satisfaction of GRADS Programme attributes. With identifying the problems and shortcoming of valuable benefits and perceived satisfaction of GRADS Programme, it can provide general guideline and ideas to improve the programme as well as to enhance customer loyalty with Malaysia Airlines in future. Recommendations and suggestion on how to improve the value of benefits GRADS Programme and perceived satisfaction of GRADS Programme have been identified. Furthermore implications for future research is also being discussed for achieving further involvement in fields of benefits and perceived satisfaction of GRADS Programme.
format	Student Project
author	Salehuddin, Afini
author_facet	Salehuddin, Afini
author_sort	Salehuddin, Afini
title	Customer loyalty amongst GRADS member of Malaysia Airlines / Afini Salehuddin
title_short	Customer loyalty amongst GRADS member of Malaysia Airlines / Afini Salehuddin
title_full	Customer loyalty amongst GRADS member of Malaysia Airlines / Afini Salehuddin
title_fullStr	Customer loyalty amongst GRADS member of Malaysia Airlines / Afini Salehuddin
title_full_unstemmed	Customer loyalty amongst GRADS member of Malaysia Airlines / Afini Salehuddin
title_sort	customer loyalty amongst grads member of malaysia airlines / afini salehuddin
publisher	Faculty of Business and Management
publishDate	2006
url	http://ir.uitm.edu.my/id/eprint/18959/ http://ir.uitm.edu.my/id/eprint/18959/1/PPb_AFINI%20SALEHUDDIN%20BM%2006_5.pdf
first_indexed	2023-09-18T23:01:33Z
last_indexed	2023-09-18T23:01:33Z
_version_	1777418206922670080

Customer loyalty amongst GRADS member of Malaysia Airlines / Afini Salehuddin

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