Impact of Customer-Orientation on Brand Equity With Reference to Sri Lankan Airlines

• 作者: Romita Devi De Silva
• 来源期刊: 美中教育评论:B
• 学科: 经济
• 关键词: brand equity CUSTOMER-ORIENTATION Sri Lankan airlines
• 年，卷（期）: mzjypl-b_2020,（4）
• 页码范围: 167-174
• 页数: 8页
• 分类号: F56

摘要

Maintaining positive customer-orientation is highly significant to build the brand name of a particular product or service in today’s highly-competitive market.Customer buying behavior and response towards a product or service is highly associated with the brand.Consequently,brand equity(BEQ)is considered as one of the key approaches to target the potential customer as it reflects the real value that a brand name holds.Sri Lankan airlines has managed to keep up its brand by focusing on customer-orientation in the airline industry.Considerably,the airline has reduced airfares to attract more customers.Therefore,the purpose of this study is to examine the impact of customer-orientation on BEQ with reference to Sri Lankan airlines.Here,the researcher considered BEQ as a dependent variable and customer-orientation as an independent variable that has three dimensions as customer relationship management(CRM),service quality(SQT),and price of the service.The sample size of the study is 75 respondents who used Sri Lankan airlines from December 2017 to May 2018.The researcher used a convenient sampling method to collect data from 75 passengers.The findings of the study are based on primary data which was collected through a questionnaire.The researcher used multiple linear regression analysis to examine the collected primary data.The outcomes of the study reveal that CRM,SQT,price of the service are significant factors,where p values are less than 0.05.Moreover,the findings of the study show that 1-point increases CRM,SQT,and price of the service corresponding to 0.038,0.057,and 0.080,increases in BEQ.It also indicates that SQT has a higher impact than CRM and price of the service by comparing the standardized coefficients(beta=0.732 vs.beta=0.063 and 0.096).Apart fr1om these,respondents are averagely satisfied with the price of the service(POS)and CRM.Therefore,it suggests that Sri Lankan airlines should offer reasonable low-price tickets than the competitors’prices and vary the prices according to seasons and situat