Exploring Customer Loyalty from Customer Trust and Religiousity Memorable Customer Experience in Airline Industry

Abstract

Loyalty is considered as a deep commitment to repurchase or re-subscribe to the desired product or service in the future resulting in repeated purchases of the same set of brands or brands despite the situational influences and marketing efforts that have the potential to cause brand switching behavior. This original piece of research explores the impact of Customer Trust (CT) and Religiousity Memorable Customer Experience (RMCE) to develop customer loyalty in airline industry. The unit of analysis was conducted on the number of 180 passangers who flew overseas with flights longer than 6 hours. Primary data were obtained from the field results through a questionnaire. Meanwhile, to determine the effect of customer trust and religiousity were analyzed using regression. The findings suggest that CT and RMCE did have an impact on the settings and forming  airline customer loyalty and was an effective strategy for attracting passengers more satisfied and more loyal. We have found a significant effect of RMCE as mediator between CT and CL. The evidence documented in this paper is first known to measure the role of mediator between customer trust and customer loyalty.