The Influence of Brand Awareness, Brand Image, and Service Quality Inflight Catering on Saudi Consumer Satisfaction Arabian Airlines

Christina Catur Widayati ,Purnamawati Hellen Widjaja ,Asep Arifin

doi:10.7176/jmcr/71-01

Abstract

This study aims to test and analyze brand awareness, brand image, and quality of Aerofood ACS catering services to the consumer satisfaction of Saudi Arabian airlines. The research method used in this research is descriptive method. The objects of this study were 171 Arab Saudi airline staff and cabin crew. The approach used in this research is the Structural Equation Model (SEM) with Smart-PLS analysis tools. The results showed brand awareness had a positive and significant effect on customer satisfaction on Saudi Arabian airlines. Brand image has a positive and significant effect on customer satisfaction on Saudi Arabian airlines. Quality of service has a positive and significant effect on customer satisfaction on Saudi Arabian airlines. Keywords : Brand awareness, Brand image, Service quality, Consumer Satisfaction DOI: 10.7176/JMCR/71-01 Publication date: September 30 th 2020

Highlights

In recent years, the number of Indonesian airlines has grown quite rapidly
The T-statistic value is greater than the T-table value of 1.96, the original sample value shows a positive value, and the P Values value indicates less than 0.05, these results indicate that brand awareness has a positive and significant effect on Aerofood ACS consumer satisfaction
This is because the Saudi Arabian airline believes in catering provided by Aerofood ACS, so that the airline uses Aerofood ACS catering both for staff, cabin crew and those served by the cabin crew to the Cockpit crew and its passengers

Summary

Introduction

The number of Indonesian airlines has grown quite rapidly. Statistics show that until the end of 2017, in Indonesia there are 40 airlines formed in several categories including full, mixed or intermediate, low, regional, charter, and cargo services serving domestic and international routes. Customer satisfaction with the services provided is an important factor for running a business. Satisfaction is the level of feeling after comparing the services experienced and expectations of satisfaction from customers obtained after the service is sent. Customers usually feel the level of satisfaction, if the quality of service meets their expectations, customers will be satisfied, while they will feel disappointed the quality of service does not match their expectations (Limakrisna, and Ali (2016)

Objectives

Methods

Results

Conclusion