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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Lim, Zi Jun
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Humanities

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Analysis of Factors Influence Customer Satisfaction: A Case Study in AirAsia Company in Asia Lim, Sheue Hui; Tripathi, Minakshi; Lim, Yin Ting; Lim, Yu Xin; Lim, Zi Jun; Liu, Jun Liang; Singh Sengar, Saurya Pratap; Kansal, Bhavnidhi; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4374

Abstract

AirAsia is one of the leading airlines in the Asean region, particularly within the low-cost carrier industry. With more than 130 routes across countries such as Malaysia, Thailand, Indonesia and China, AirAsia has successfully made air travel more affordable and accessible to a wide range of customers. This study aims to examine the key factors that influence customer satisfaction towards AirAsia. The novelty of this study lies in an integration framework that encompasses multiple factors, demonstrating their relative influence on customer satisfaction. The factors investigated in this study include service quality, price, convenience, and Customer Relationship Management (CRM). Quantitative research was conducted through a website-based survey, where data was collected from 150 respondents through a Google Form questionnaire. The findings reveal that CRM has the strongest impact on customer satisfaction while service quality, price, and convenience also contribute significantly, but convenience has the least impact among the factors examined. Managerially, low-cost carriers should prioritize CRM initiatives to enhance customer satisfaction. To conclude, customer satisfaction is an essential driver of sustainability growth in the airline industry. By strengthening service quality, price, convenience, and CRM factors, AirAsia can reinforce its competitiveness in the airline market
Co-Authors Kansal, Bhavnidhi Kee, Daisy Mui Hung Lim, Sheue Hui Lim, Yin Ting Lim, Yu Xin Liu, Jun Liang Singh Sengar, Saurya Pratap Tripathi, Minakshi