Influence factors decision to choose Vietnam Airlines of personal customers
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Abstract
This research aims to identify factors affecting the decision to choose Vietnam Airlines by individual customers at Tan Son Nhat airport, the degree of influence of each factor. The research was conducted by qualitative research method with in-depth interview technique, and quantitative research using Cronbach’s Alpha, EFA, T-test, ANOVA, Multiples linear regression.
Quantitative research was conducted based on a survey of 250 customers who used Vietnam Airlines’ services, then used SPSS 22 software for analysis. The results show that there are 6 independent factors that affect the decision on Vietnam Airlines choice of individual customers: Service capacity (PV), Responsiveness (DU), Price (GC), Convenience tangible benefits (TI), Reliability (TC), Friendly (TT). Since then, the research proposes some implications for these factors in order to attract individual customers to choose Vietnam Airlines to fly.
Article Details
Keywords
Decision on selecting airlines, influencing factors, individual customers, Vietnam Airlines
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