The Effect of Linking Customers’ Purchasing Intention to the Brand to the Application on Airline Companies (Egypt Air) | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Volume 25, Issue 1, December 2023, Pages 147-164 PDF (1.2 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2023.243783.1514 | ||
| Authors | ||
| Hanan Ahmed Ali eid Gouda* ; Eman Goda* | ||
| PhD student at tourism and hotel -sadat university | ||
| Abstract | ||
| The brand in airline companies is one of the most important marketing determinants that enable them to compete in local and international markets. This study aims to identify the impact of the brand image on customer loyalty and the impact on customers’ purchasing intention at Egypt Air, where unstructured interviews were adopted. To determine the study problem. The study was based on stimulus/response theory as an attempt to identify the stimuli that influence customer loyalty to the airline's brand, based on three characteristics of the airline's brand: the extent of the brand's uniqueness, its credibility, and the customer's familiarity with it. The study was conducted by surveying a sample of customers who frequent Egypt Air branches in Alexandria Governorate, which were chosen based on a survey study that proved that its brand has distinctive characteristics and features from the customers’ point of view. To conduct the same study, a survey form designed for a five-point Likert scale was used. The data for the survey forms were specifically completed for the purposes of the study, according to personal interviews with 450 individual customers who frequent the branches of Egypt Air in the city of Alexandria. These interviews were conducted during the customer’s waiting period inside the branch, with a written pledge being provided to those responsible for those branches. By keeping customer data, not providing any descriptive data about the study, and being satisfied with analytical data only. | ||
| Keywords | ||
| airline brand; brand uniqueness; customer | ||
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