Predictors of Corporate Reputation through Service Quality: A Study of Air Asia Customers Perspectives

Abstract

<jats:p>Hospitality and tourism industries have become one of the pivotal industry that contribute to the growth of the nation's economy. However, less studies actually pay attention to the aviation industry where this industry has faced a lot of challenges and crisis in the past decade. Hence, this study aims to examine the predicting factors of service quality on corporate reputation of AirAsia in Malaysia. The study utilized SERVQUAL model to guide the study. A quantitative (survey) research design was employed wherein a total of 200 completed questionnaires was obtained from the Malaysian’s customers of AirAsia, through purposive sampling. Based on the correlation analysis, tangibility, reliability, responsiveness, assurance has a positive and moderate relationship with corporate reputation, while empathy has a positive and high relationship with corporate reputation. In addition, multiple regression analysis showed that responsiveness, assurance, and empathy were the contributing factors to corporate reputation. However, tangibles and reliability were not the predictors of corporate reputation. Conclusion, implications, and suggestion for future study were also discussed.</jats:p>

Factors Influencing Reputation of a Malaysian Private University from a Strategic Communication Management Perspective

“…The results were congruent with the findings of numerous past studies (Bakrie et al, 2019;Ngan & Khoi, 2020;Virappan & Chan, 2020). This also further supported the notion of Weerasinghe and Fernando (2018) who found that high-quality and high-standard facilities are considered to have a great impact on student's choice of academic institutions, which will affect the student's learning process and the overall view of the university, which in turn will transform become a favorable reputation.…”

“…In addition, Ngan and Khoi (2020) examined the relationship between university reputation, service quality, and learners' behavioral intention in Vietnam. The results found that facilities confirmed as a construct under service quality and the service quality positively influence the institutional reputation which supported the study of Virappan and Chan (2020), where service quality positively impacts the reputation of the airline company. This has also congruent with the results of Agrey and Lampadan (2014), as they found that learning environment (e. g. modern learning environment and facilities, infrastructure, library, computer lab) as well as having good sporting facilities as factors that contribute to the student in choosing a university.…”