PERCEIVED VALUE AND CUSTOMER SATISFACTION IN THE NIGERIAN AIRLINE BUSINESSES
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Date
2025-12-01
Journal Title
Journal ISSN
Volume Title
Publisher
ASEAN Marketing Journal
Abstract
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