The Development of Synergy Model on Internal and External Suppliers for Asian Airlines Industry
Norizan Mat Saad,
Mahmod Sabri Haron and
Suhaiza Zailani Additional contact information Yudi Fernando: Universiti Sains Malaysia, Malaysia
Norizan Mat Saad: Universiti Sains Malaysia, Malaysia
Mahmod Sabri Haron: Universiti Sains Malaysia, Malaysia
Suhaiza Zailani: Universiti Sains Malaysia, Malaysia
This paper examines the airline industry to develop a synergy model in internal and external suppliers for Asian airlines industry. An extensive literature review is conducted to present a synergy model to develop Asian airline competitiveness, safety and service quality. The literature review is highlighted to seek the relationships between internal marketing and internal service quality and identify whether the relation of supplier can moderate them. The review reveals that a synergy model based on internal marketing, internal service quality and supplier relations can overcome the Asian industrial phenomenon, especially in maintaining the service consistency and competitiveness. This model is needed for developing airline service and safety. Research in airline business is critical, as the quality of the airline service is declining in contrast with this industryâ€™s growth. This paper provides insight into two important suppliers needed for the success of the airline industry.