CORPORATE REPUTATION AND CORPORATE IMAGE INFLUENCE CUSTOMER PURCHASE INTENTIONS AND LOYALTY OF LOWCOST AIRLINES

Khanidtha  Kijpanjasub; Premruedee  Jitkuekul

Khanidtha Kijpanjasub Graduate Student of Kasetsart University, Thailand
Premruedee Jitkuekul Department of Business Management,Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand

Abstract

This research studied on the corporate reputation and corporate image influence the customer purchase intentions and loyalty of low-cost airlines. The samples of this research were 400 low-cost airline users at 4 Upper-Northeast airports by using the stratified random sampling method (probability sampling technique) and convenience sampling method (non-probability sampling technique) and using a questionnaire to collect the data. The reliability of the questionnaire is found out by Cronbach's alpha coefficient method. The reliability of the corporate reputation, the corporate image, the purchase intention and the loyalty were 0.946, 0.940, 0.909 and 0.92. Descriptive Statistics used in the analysis were frequency, percentage, mean, and standard deviation, and the regression analysis will be used the Inferential Statistics to analyze.
The results of the study found that the effect of corporate reputation on the customer purchase intentions of low-cost airline is about 52.20%, which the corporate reputation was a statistically significant in a positive relationship on the purchase intentions with 0.722. The effect of corporate image on the customer purchase intentions of low-cost airline is about 60.70%, which the corporate image was a statistically significant in a positive relationship on the purchase intentions with 0.779. The effect of corporate reputation on the customer loyalty of low-cost airline is about 50.60%, which the corporate reputation was the statistically significant in a positive relationship on the loyalty with 0.711. The effect of corporate image on the customer loyalty of low-cost airline is about 59.90%, which the corporate image was the statistically significant in a positive relationship on loyalty with 0.774. In conclusion, when customers perceive the good corporate image, they will have more loyalty to the airline. The better corporate image the airlines have, the more loyalty the customers will have to the airline. Moreover, when the customers receive news about the corporate reputation, it will bring the purchase intention to the customers to buy and use the airline service even more.