P I C E E B A, 1ST PICEEBA 2018

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ANALYSIS OF BRAND IMAGE AND INTENTION TO SWITCH INDONESIAN FLIGHT COMPANY WITH WORD OF MOUTH (WOM) AS INTERVENING VARIABLE
Yunita Engriani

Last modified: 2018-06-28

Abstract


Brand image and intention to switch are two important factors for every company. Companies that already have a strong brand image tend to be preferred by customers and their intention to switch is lower. Factors forming the two variables include word of mouth (WOM), customer satisfaction and complaint handling. The development of ICT encourages increased WOM and customer complaints. This study aims to analyse (1) The effect of customer dissatisfaction on the delivery of complaints, (2) The influence of dissatisfaction and complaint delivery to WOM, (3) The influence of dissatisfaction, complaint delivery, and WOM toward brand image, (4) The influence of dissatisfaction, WOM, brand image and switching cost toward customers intention to switch in aviation industry.

The population of this study is all airline customers serving Padang-Jakarta and Jakarta-Padang route. Population size in 2009 amounted to 276,000. Sampling method is done by proportional random sampling. The sample size is 315 units. Data analysis technique is by using path analysis.

Result of research indicate that (1) dissatisfaction does not have a significant effect to complaint delivery. (2) WOM is influenced by dissatisfaction and complaint delivery, (3) The effect of dissatisfaction is greater than complaints delivery to WOM , (4) brand image is affected by dissatisfaction, complaint submission, and WOM. (5) intention to switch is influenced by dissatisfaction, complaint submission, WOM and switching cost. WOM has the greatest influence for customer intention to switch. WOM is the intervening variable for brand image and customer intention to switch.

 

Keywords: dissatisfaction, voice, word of mouth, brand image, switching cost and intention to switch.


Keywords


dissatisfaction, voice, word of mouth, brand image, switching cost and intention to switch.