Improving Behavior Loyalty: The Importance of Communication Media Selection in Addressing Service Failure and Service Recovery in Indonesian Airlines

According to this study, Instagram is popular due to its visually-centric platform, broad user base, social interaction and engagement features, content variety, influencer culture, discoverability and exploration, constant innovation, mobile-first experience, and advertising and monetization opport...

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Bibliographic Details
Published in:Review of Integrative Business and Economics Research 2025-01, Vol.14 (1), p.313-324
Main Authors: Purwanto, Nuri, Amelia, Amelia, Rofiah, Chusnul, Juwita, Kristin, Utomo, Langgeng Prayetno
Format: Article
Language:English
Subjects:
Air travel
Airline scheduling
Aviation
Behavior
Brand loyalty
Compensation
Customer services
Failure
Hypotheses
Information technology
Social networks
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Summary:According to this study, Instagram is popular due to its visually-centric platform, broad user base, social interaction and engagement features, content variety, influencer culture, discoverability and exploration, constant innovation, mobile-first experience, and advertising and monetization opportunities. According to a survey conducted by MRI among 529 passengers from Jakarta, Bandung, Semarang, Surabaya, Medan, and Makassar between March and June 2010, Garuda is still the most remembered brand (top of mind) with a share of 38%, followed by Lion Air (22%), Mandala (9%), Merpati (7%), and Batavia Air (7%). Comparing Garuda and Lion Air is indeed interesting (Bakti and Harun, 2011). [...]these companies need to innovate and develop new products to increase market share (Amelia et al., 2024). [...]social media platforms provide a space for airlines to showcase their brand identity, engage with passengers through meaningful content, and address customer queries or concerns promptly.
ISSN:2414-6722
2304-1013