Effects of Promotion on Relationship Quality and Customer Loyalty in the Airline Industry

The purpose of this study is to investigate the effects of relationship-orientated promotion on customer loyalty after subsuming the intermediate factors relationship quality. SECTION A: Demographic Profile of the Respondent Please tick () for the appropriate answer. 1. 2. Gender Age (years old) : Male : 18 - 24 35 - 44 Female 25 - 34 45 - 54 SECTION C: Perception on Passengers Loyalty and Satisfaction Please rate by circling the following services of the airline. 1 Strongly Disagree 2 Disagree 3 Uncertain 4 Agree 5 Strongly Agree 3. Ways of check in: Self check-in Web check-in Via Mobile at Counter

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Category of cabin in the aircraft you have seated: First / Business class Economy class

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Education level

: Primary Lower Secondary Upper Secondary (SPM / O Levels) Post Secondary (STPM / A Levels / Foundation / Certificate / Diploma) Tertiary and Above (Degree, Masters, Doctorate) : Professional (e.g. doctor, lawyer) Government Clerical, administration Student

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Occupation

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Relationship Orientated Promotion Member rewards for loyal passengers Airline packages was provided Discounted tickets on certain days Charity for special passengers Free shuttle bus services was provided Discounts in cooperative shops

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SECTION B: Experiences on Taking Flights 1. Name of service provider: Malaysia Airlines Frequency of travelling per year: Once 4 - 10 times

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2 - 3 times More than 10 times

Satisfaction The degree of satisfaction with the promotions The degree of satisfaction with the past interactive experience The degree of overall satisfaction with this airline The degree of satisfaction with this airline compared with other airlines

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Trust The service of this airline deserves to be trusted I believe that this airlines promotion wont hide any important information I should know I believe that this airline will honour its commitment I feel confident about the promotion of this airline The promotion of this airline benefits me

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Commitment I feel proud to be a customer of this airline I care about this airlines long-term business I am a loyal customer to this airline I will support this airline very much

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Customer loyalty I would like to use this airline again I will recommend this airline to my friends I will consider other services this airline offers Even though other airlines have cheaper tickets, I wont switch

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Price Consciousness I tend to buy the lowest-priced ticket that will fit my needs When buying a ticket, I look for the cheapest ticket available When it comes to buying, I rely heavily on price Price is the most important factor when I am choosing a ticket

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Thank you very much for your kind cooperation.

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