The Factors Influencing Customer Loyalty to Online Airline Ticket Booking-A Case Study of Fliggy OTP Platform

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Title: The Factors Influencing Customer Loyalty to Online Airline Ticket Booking-A Case Study of Fliggy OTP Platform

Author: Xue Yang

Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong

Degree: Master of Business Administration

Major: International Business Management

Faculty: บัณฑิตวิทยาลัย (Graduate School)

Academic year: 2567 (2024)

Published:  The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.158-168)  Click   PDF


Abstract

With the rapid advancement of Internet technology and the expansion of China’s tourism market, Online Travel Platforms (OTPs) such as Fliggy have emerged as primary channels for consumers to book air tickets online. In the highly competitive travel industry, customer loyalty is crucial for medium- and long-term profitability, as it reduces customer retention costs and fosters brand loyalty. This study aims to examine the impact of three key factors—customer satisfaction, customer trust, and perceived value—on customer loyalty to the Fliggy OTP platform by constructing a research model based on the customer loyalty theory.
Using a quantitative research approach, data were gathered through a meticulously crafted survey specifically aimed at customers who had utilized the Fliggy OTP platform for online airline ticket bookings. The target population for this study comprised customers who had engaged with Fliggy’s online booking system for air tickets, selected based on their prior experience with the platform and their active participation in online ticket reservations. To ensure a representative sample, random sampling was employed to select research participants from this population. A total of 390 questionnaires were randomly distributed to these participants. The determination of this sample size was informed by various factors, including a review of similar studies’ sample sizes and the statistical analysis requirements necessary to draw valid conclusions from the data.

The findings revealed that customer satisfaction, customer trust, and perceived value significantly positively impacted customer loyalty in online air ticket bookings on the Fliggy platform. Based on these findings, the study proposes several optimization strategies to enhance further customer loyalty, including improving service quality, enhancing perceived value, and strengthening customer trust. These insights provide actionable guidance for Fliggy to better meet customer needs, boost loyalty, and achieve a sustainable competitive advantage.

Keywords: OTP, customer loyalty, customer satisfaction, customer trust, perceived value.


The Factors Influencing Customer Loyalty to Online Airline Ticket Booking-A Case Study of Fliggy OTP Platform /

6617195425 Xue Yang 2567 (2024) The Factors Influencing Customer Loyalty to Online Airline Ticket Booking-A Case Study of Fliggy OTP Platform สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University

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