Airline services and passenger loyalty among Southeast Asian legacy carriers: The mediating role of customer-based brand equity

International Journal of Research Studies in Management
CollabWritive Special Issue
2025 Volume 13 Issue 3

Available Online: 25 April 2025

Author/s:

Hife, Octavius Salvador Garcia*
Graduate School, Lyceum of the Philippines University – Batangas, Philippines

Ylagan, Alex D.
Lyceum of the Philippines University – Batangas, Philippines (alexylagan04@gmail.com)

Abstract:

This dissertation investigates the relationship between airline services, customer-based brand equity (CBBE), and passenger loyalty within Southeast Asian legacy airlines. The study explores how specific airline services, including cabin features, flight schedules, and customer service, impact CBBE and subsequently influence passenger loyalty. Grounded in Aaker’s Brand Equity Model and Keller’s insights on brand management, this research employs quantitative methods to analyze responses from airline passengers across the region. The research findings highlight that high-quality airline services directly enhance CBBE, which in turn strengthens passenger loyalty. Key components such as brand awareness, perceived quality, and brand associations serve as significant mediators in this relationship. Additionally, the study emphasizes emotional attachment and word-of-mouth advocacy as critical factors driving customer loyalty, particularly in competitive markets like Southeast Asia. The study also uncovers unique cultural and economic factors influencing these relationships in the regional context, offering insights into the dynamics of customer behavior. Through rigorous data analysis, including the use of descriptive statistics and comparative tests, this research provides actionable recommendations for airlines to enhance their competitive positioning. By improving service quality and fostering stronger brand equity, legacy airlines can build sustainable customer loyalty, thereby establishing benchmarks for excellence within the Southeast Asian airline industry.

Keywords: airline service, passenger loyalty, customer-based brand equity, Southeast Asia, legacy carriers, airline industry

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DOI: https://doi.org/10.5861/ijrsm.2025.25043

Cite this article:
Hife, O. S. G., & Ylagan, A. D. (2025). Airline services and passenger loyalty among Southeast Asian legacy carriers: The mediating role of customer-based brand equity. International Journal of Research Studies in Management, 13(3), 73-89. https://doi.org/10.5861/ijrsm.2025.25043

* Corresponding Author