THE INFLUENCE OF SERVICE QUALITY, BRAND IMAGE, TRUST, AND PRICE ON CUSTOMER SATISFACTION: CASE OF AIRLINE SERVICES

The aims of this paper is to measure the relationship between service quality, brand image, trust and price towards customer satisfaction. The study focused on the customer perceptions in the airline industry, Malaysia. Customer satisfaction have becoming important issues especially when the competition is stiff and customer have more bargaining power. This study used questionnaires to collect data. 200 respondents participated in the data collection exercises. Survey forms consisted of several part in which split by the variables. Questionnaire were distributed at the major airports in 3 major state in Malaysia. It took all together one months to complete the data collections process. Participants was based on voluntary basis for the purposed of research. The results indicate that price was not significant towards customer satisfaction. The rest of factors remain positive and important in leading customer satisfaction. The results can be used not only by the airlines industry but all logistic service providers.