Sustainable Development Strategy of Low-Cost Airlines: Empirical Evidence for Indonesia Based on Analysis of Passenger Loyalty

Arief Kusuma Among Praja, Rian Adi Septiawan, Tantri Yanuar Rahmat Syah, Endah Murtiana Sari (), Maya Puspita Dewi, Purwanto Sarjana Katijan, Tezara Cionita and Yin Ling Lai
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Arief Kusuma Among Praja: Faculty of Economics and Business, Universitas Esa Unggul, Jakarta 11510, Indonesia
Rian Adi Septiawan: Faculty of Economics and Business, Universitas Esa Unggul, Jakarta 11510, Indonesia
Tantri Yanuar Rahmat Syah: Faculty of Economics and Business, Universitas Esa Unggul, Jakarta 11510, Indonesia
Endah Murtiana Sari: Faculty of Engineering, Universitas Esa Unggul, Jakarta 11510, Indonesia
Maya Puspita Dewi: Faculty of Economics and Business, Universitas Esa Unggul, Jakarta 11510, Indonesia
Purwanto Sarjana Katijan: Faculty of Economics and Business, Universitas Esa Unggul, Jakarta 11510, Indonesia
Tezara Cionita: Faculty of Engineering and Quantity Surveying, INTI International University, Nilai 71800, Malaysia
Yin Ling Lai: Faculty of Engineering and Quantity Surveying, INTI International University, Nilai 71800, Malaysia

Sustainability, 2023, vol. 15, issue 3, 1-12

Abstract: The rapid progress in the competitive business environment has increased customer expectations and demands, thus leading to a situation where many companies are competing fiercely, especially low-cost airline companies or low-cost carriers (LCCs). The company carries out a strategy of providing satisfaction for its passengers to generate great loyalty. The purpose of this study is to find out what factors can affect passenger loyalty, such as service quality (SQ), price (P), customer satisfaction (S), and perceived value (PV) on LCC airlines in Indonesia. This study used quantitative methods through surveys which were conducted on 313 respondents in Indonesian, via online questionnaire data collection in July–August 2021. To test the relationship between variables, this study used statistical analysis with LISREL structural equation modelling (SEM). The present study was conducted concerning LCC companies in Indonesia and refers only to Indonesian consumers. There are 7 hypotheses in this study, of which 4 hypotheses are confirmed and 3 are invalidated. Some results obtained show that, in this case and with reference to Indonesian consumers only for the substitution service offered by LCCs, we have to discuss atypical manifestations of consumer behaviour (good SQ does not necessarily lead to increased S and lower price does not necessarily lead to increased S, etc.). At the same time, this study shows that consumer loyalty remains the essential factor for the survival of LCCs in the market.

Keywords: service quality; price; customer satisfaction; perceived value; customer loyalty (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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