This chapter will elaborate on the findings and results as well as the research limitations based on the outcome discovered in the previous chapter. Furthermore, this chapter also aims to provide some useful and practical suggestions and recommendations to those interested in conducting research revolving around such issues in the future.
Conclusions
The purpose of this research thesis is to have a closer look at the relationship between service quality, brand equity and passenger loyalty. During the process, a large number of methods able to improve the overall service quality and passenger loyalty with airline companies are discovered along the way. Table 5.1 summarizes the results based on the previous chapter, followed by a more comprehensive description of each hypothesis.
Table 5.1.
Summary of Hypotheses Results
Hypothesis Description Result
H1 Airline service quality is positively related to passenger loyalty.
Supported
H2 Brand equity moderates the relationship between airline service quality and passenger loyalty.
Under high level of brand equity, the positive relationship between airline service quality and passenger loyalty will be stronger.
Not supported
Airline service quality is positively related to passenger loyalty.
Research Limitation
There are a few limitations to be found in the survey of study. First of all, the samples were mainly collected here in Taiwan instead of distributing the questionnaires to people all over the globe to whoever has flied with China Airlines. The samples may not be as many as expected to show the strong moderating effect of brand equity on the relationship between service quality and passenger loyalty.
In the second place, most of the questionnaire were filled out on-line, which indicates that some people didn’t truly show their true opinions through the questions and random ticked answers are expected, which may in turn give rise to any unexpected results.
Common method bias is also a limitation that should be noted. Data utilized were self-reported and all independent and dependent variables were obtained from the same raters (Podsakoff, MacKenzie, Lee, & Podsakoff, 2003). This study did not separate the source of independent and dependent variables due to great difficulties in linking the data together while protecting subjects’ anonymity. It is strongly recommended that future studies should set stricter research procedures to minimize this issue.
Cross sectional design is another limitation of this study, which could limit the ability to observe the changing patterns of subjects across time. It might also cause misidentification of the causal relationship between independent and dependent variables. Future research should address such issues by using longitudinal analysis to detect and monitor variations and trends among subjects.
Practical Implications of the Study
Contribution to China Airlines’ Organizational Management
This study mainly aims to remind those claiming the managerial positions at China Airlines that inflight service quality does have a strong impact on passenger loyalty, which will later on determine the profits and revenues received by China Airlines. At the same time, brand equity also leaves a significant impression on customers when it comes to choosing which airlines to fly when necessary. Thus, the study provides an aspect of great importance for China Airlines not only to put great emphasis on the improvement of inflight service quality but to make efforts to establish a corporate image that will attract customers.
Contribution to HR Practitioners
In terms of recurring and staffing, it is indispensable that companies try every possible method to hire those with the qualities and characteristics that will serve as any assistance either to reinforce the advantage existing already or to compensate for any weakness or challenges that the company has been faced with. The study aims to provide some suggestions regarding what kind of cabin crew members China Airlines exactly needs according to the dimensions of inflight service quality.
Contribution to Research Field
The study mainly focuses on the examination of the relevant literature which has been published so as to explain and develop a relatively wider understanding of inflight service quality which has a positive influence on passenger loyalty. The theoretical contribution of the study revolves around the attempt to integrate service quality and customer loyalty into the filed of aviation industry, which has rarely been emphasized before, particularly with the case of China Airlines.
Suggestions for Future Research
This research thesis suggests that study related to this issue in the future can go much deeper to see if other Taiwanese airline companies fit into the conclusion discovered and observed here. To be much more specific, studies can also be conducted to compare the results and situations discovered in Taiwan with those overseas with other multinational airline companies such as Emirates Airlines and Cathay Pacific Airway since the management style and marketing strategies in Taiwan and abroad vary in many dimensions and aspects. Moreover, passengers taking different flights may have different expectations deep in mind. For instance, people who choose to fly with China Airlines will expect a more personal service while those
addition to brand equity so that they may discover the most important factor that will have a stronger impact on the relationship between service quality and passenger loyalty.
Brand equity can be evaluated and perceived in different aspects as well, such as the passenger-oriented marketing strategy, the financial plan, and the competent aspect, which leads to the fact that brand equity can’t be vaguely perceived and acknowledged as a whole from a single angle. The research revolving around such issues can take every other aspect into prudent consideration and integrate other dimensions so that they will develop a better method for the airline companies to manipulate brand equity in their own favor
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