Browsing by Author "Salau Alhaji AbdulAzeez"

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    PERCEIVED VALUE AND CUSTOMER SATISFACTION IN THE NIGERIAN AIRLINE BUSINESSES
    (ASEAN Marketing Journal, 2025-12-01) Adebayo Adeyemi Abdulwasiu; Salau Alhaji AbdulAzeez
    Manuscript type: Research Article. Research Aims: This study investigated the influence of customer perceived value proxy with customer experience and service quality in building satisfaction in the Nigerian Airline business. Design/methodology/approach: The study employed a quantitative research approach; the study utilized a survey method to gather primary data through questionnaires. The sample size was determined using the Godden (2004) model, resulting in a total of 246 participants, 150 questionnaires were finally retrieved and inputted for data analysis after the shorting out of wrongly filled and deduction of unretrieved copies of the questionnaires. The study also used multistage sampling techniques applied at different stages of data collection. Analysis was performed on 150 completed questionnaires using standard multiple regression through SPSS Research Findings: The findings indicated that customer experience showed a significant relationship with customer satisfaction and loyalty (β = 0.228, t = 2.620, p = .010), and service quality also exhibited a positive and significant association with customer satisfaction and loyalty (β = 0.091, t = 1.135, p = .008). The study concluded that customer value can appreciably influence a company’s brand reputation as high customer value often enhances customer satisfaction and loyalty, which can develop in positive word-of-mouth and customer advocacy. Theoretical Contribution/Originality: This study was supported by the expectancy theory of customer satisfaction. The fitness of the supporting theory is affixed on the fact that the theory elucidated the concept of customer expectation intensely by explaining the experience that ensues as a result of associating services performance against expectations which serves as a good consideration on whether to build loyalty or not. Practitioner/Policy Implication: The study recommended that airline service providers try to work on how positive customer experience can generate customer satisfaction and inevitably influence customer loyalty by using technology, customer journey mapping, and personalizing the customer offering to create breakthroughs in customer experience. Research limitation/Implications: The unaccommodating attitude of some respondents in accepting the questionnaires and even some of those who collected either failed to fill it correctly or refuse to return the questionnaire when needed for collection