Determination of customer brand loyalty on airlines in Malaysia

The pandemic and tragic accidents have generated more pressure for the growth of airlines in Malaysia against the backdrop of fierce competition in the global airline industry. The purpose of this study is to explore the determination of brand loyalty on airlines in Malaysia. Based on relationship marketing theory, the mechanism by which perceived value affects brand loyalty in the context of the Malaysian airline industry is investigated. The result is that there is a positive influence of perceived value on customer brand loyalty. Also, there is a significant positive impact of perceived value, notably cost value and safety value, on customer brand engagement and customer brand identification. In addition, the mediating role that customer brand engagement and customer brand identification serve between perceived value and brand loyalty facilitates a better understanding of the determinants that may drive customer loyalty to an airline brand. The study concludes with suggestions regarding future research.