CUSTOMER EXPERIENCE A CASE STUDY OF LION AIR
By
Gideon Christian Subianto 11403040
BACHELOR’S DEGREE in
BUSINESS ADMINISTRATION - HOTEL AND TOURISM MANAGEMENT CONCENTRATION
FACULTY OF BUSINESS AND COMMUNICATION
SWISS GERMAN UNIVERSITY The Prominence Tower
Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia
August 2018
Revised after thesis defense on 25th July 2018
STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Gideon Christian
_____________________________________________
Student
Date
Approved by:
Hasniati Halim, MM
_____________________________________________
Thesis Advisor Date
Dr. Nila Krisnawati Hidayat, S.E. M.M
_____________________________________________
Dean Date
Gideon Christian
ABSTRACT
THE INFLUENCE OF BRAND IMAGE TOWARDS CUSTOMER EXPERIENCE, CASE OF LION AIR
By
Gideon Christian Hasniati Halim, MM.
SWISS GERMAN UNIVERSITY
Based on the previous study, brand image has a significant influence towards customer experience. This study applied the theory with different variables which analysing the influence in airline industry, specifically Lion Air. This study objective to check whether the theory is eligible to be implemented in this company. Lion Air currently facing some issues regarding their brand image and customer experience. Therefore, the study is conducted in order to analyse and provide suggestion to improve their brand.
Data from 133 respondents has been gathered through online survey. This study is using SPSS software to calculate and analyse data gathered. Based on the result, it is proven that brand image has a significant influence towards customer experience with 58.1%.
In addition, this study find that the product quality of Lion Air is contribute the most with 53.7% contribution.
Keywords: Brand Image, Corporate Image, Product Image, User Image, Customer Experience, Sensory Experience, Emotional Experience, Social Experience.
© Copyright 2018 by Gideon Christian
All rights reserved
Gideon Christian
DEDICATION
I dedicate this study to my one and only one Jesus, and for my parents, my classmates, Olivia Tamara, and Sir Esa Mbouw.
ACKNOWLEDGEMENTS
“But seek ye first the kingdom of God, and his righteousness; and all these things shall be added unto you” - Jesus
I believe, all of things happened for a reason. Standing right here with current condition and be able to finish my Bachelor Degree, is something what Jesus has done and plan for me. I will not take this for granted, and will give all the glory to Him.
Knowing that I almost fail in 6th semester, make me realize that life is not as easy as what it looks, same things happened in university life. It is proved that I cannot rely on my own strength, because without Him, things are impossible. Thanks to you Lord, I made it! All glory and praise for You alone!
With this chance, I also want to send my gratitude to several people that contribute and support me to finish my bachelor degree;
To my parents, words cannot describe how much I thank you for supporting me. Thank you for letting me to study in this university, for your suggestions, pray, and for all of your dedication and hard work. You are the best.
To Ms. Mumun, thank you for the chance that you gave to me so I can continue my study in this university. I know that I have troubled you so many times, therefore, please accept my gratitude and I promise that I will make you proud in the future.
To Sir Esa Mbouw, please accept my gratitude for become the best lecturer, best friend, best mentor. Thank you for always giving me suggestions, both in bad condition and good condition. Look forward to collaborate in creating business.
To my classmates, especially Hendry, Basu, Rio, Afif, Angky, Adiel, Sisca, Dila, Clarissa, Midek, Janice, Vena, thank you for being the best classmates, best travel partners, best friends and thank you for the past 4 years that we have spent together. Things not always went accordingly, but we always
Gideon Christian
managed to stick together. Thank you for the good time that we have spent.
See you on top!
To Ms. Hasniati, thank you for your dedication to guide me so I can finish my thesis. May God bless you.
Finally, to Olivia Tamara, please accept my gratitude for always support me both in good times and bad times. Thank you for your kindness, patient, love, and care so I can be a better version of me and finish my study. Look forward to spend more good and bad times with you standing beside me. Thank you for being the best partner ever! Send much love!
TABLE OF CONTENTS
STATEMENT BY THE AUTHOR ... 2
ABSTRACT ... 3
DEDICATION ... 5
ACKNOWLEDGEMENTS ... 6
TABLE OF CONTENTS ... 8
LIST OF FIGURES ... 11
LIST OF TABLE ... 12
CHAPTER 1 - INTRODUCTION ... 14
1.1. Background ... 14
1.2 Research Problems ... 17
1.3 Research Questions ... 18
1.4 Research Objectives ... 18
1.5 Scope and Limitation ... 18
1.6 Significance of Study ... 18
1.7 Writing Structure ... 18
CHAPTER 2 - LITERATURE REVIEW ... 20
2.1. Framework of Thinking ... 20
2.2. Brand ... 21
2.2.1. Benefits of Brand ... 21
2.2.2. Image ... 22
2.2.3. Brand Image ... 23
2.2.4. Brand Promise ... 26
2.2.5. Brand Experience ... 27
2.3. Customer Experiences ... 27
2.3.1. Sensory Experience ... 28
2.3.2. Emotional Experience ... 28
2.3.3. Social Experience ... 28
2.4. Relationship between Brand Image and Customer Experience ... 28
2.5. Previous Study ... 29
2.6. Study Difference ... 32
2.7. Hypothesis ... 32
CHAPTER 3 - RESEARCH METHODS ... 33
3.1. Type of Study ... 33
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3.3. Population and Sampling ... 33
3.3.1. Population ... 33
3.3.2. Sample ... 33
3.4. Time frame of Study ... 35
3.5. Type of Data and Collection Data ... 36
3.5.1. Primary Data ... 36
3.5.2. Secondary Data ... 37
3.6. Questionnaire Structure... 37
3.7. Research Model ... 38
3.8. Variable Operationalization ... 38
3.9. Data Analysis Technique ... 41
3.9.1. Pre Testing ... 41
3.10. Classical Assumption Test ... 43
3.10.1. Normality Test ... 43
3.10.2. Heteroscedasticity Test ... 43
3.11. Post Testing ... 44
CHAPTER 4 - RESULT & DISCUSSION ... 45
4.1. Brief Company Background ... 45
4.2. Respondent Profiles ... 46
4.3. Descriptive Statistic Analysis ... 46
4.3.1. Screening ... 46
4.3.2. Demographics Data ... 47
4.3.2.1. Gender ... 47
4.3.2.2. Age ... 48
4.3.2.3. Occupation ... 48
4.3.2.4. Last Education ... 49
4.3.2.5. Monthly Income / Pocket Money ... 49
4.3.3. Descriptive Statistic of Brand Image ... 51
4.3.4. Descriptive Statistic of Customer Experience ... 51
4.4. Validity and Reliability ... 52
4.4.1. Validity Test (Pre-Test) ... 52
4.4.2. Reliability Test (Pre-Test) ... 55
4.4.3. Validity Test (Post-Test) ... 55
4.4.4. Reliability Test (Post-Test) ... 58
4.5. Classical Assumption ... 59
4.5.1. Normality Test ... 59
4.5.2. Heteroscedasticity Test ... 60
4.6. Hypothesis Test ... 61
4.6.1. F Test ... 61
4.6.2. T Test ... 62
4.6.3. R Square Test ... 63
4.6.4. Cross Tab per Indicator ... 63
4.6.4.1. Reputation ... 64
4.6.4.2. Achievement ... 65
4.6.4.3. Product Quality ... 66
4.6.4.4. Product Pricing ... 67
4.6.4.5. Efficiency of the Product ... 68
4.6.4.6. Lifestyle ... 69
4.6.4.7. Social Status ... 70
4.7. Result Discussion ... 71
CHAPTER 5 - CONCLUSSION AND RECOMMENDATION ... 73
5.1. Conclusion ... 73
5.2. Managerial Implication ... 74
5.3. Recommendation for Further Study ... 75
GLOSSARY ... 77
References ... 79
APPENDIX ... 83
APPENDIX 1 ... 83
APPENDIX 2 ... 87
