Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)

Research Article: 2021 Vol: 20 Issue: 4

The Role of Customer Experience of Religiosity Impression as a Mediator on Customer Loyalty in the Airlines Industry

Nugraha Saefudin, Widyatama University

Ratih Hurriyati, Indonesian University of Education

Vanessa Gaffar, Indonesian University of Education

Lili Adi Wibowo, Indonesian University of Education


The purpose of this paper is to explore customer loyalty based on corporate image, customer trust, and emotional intimacy through customer experiences of religious impressions in the airline industry. This research uses SEM ANOVA v 25 and the unit of analysis was conducted on the number of 223 passengers who flew overseas with flights longer than 6 hours. Primary data were obtained from the field results through a questionnaire. The findings suggest that customer experience of religiosity impression as mediator on the settings and forming airline customer loyalty and were an effective strategy for attracting passengers more satisfied and more loyal. The evidence documented in this paper is first known to measure the role of mediator between corporate image, customer trust, emotional intimacy, and customer loyalty. The findings are based on small passenger and small areas, only focused on overseas flight from Indonesia international Airport. This research indicates that airlines need to focus on strengthening customer trust, emotional intimacy and company values practices and closely monitor customer negative impression sentiment. This original piece of research explores the mediating role of Customer Experience of Religious Impression between corporate image, customer trust, emotional intimacy, and customer loyalty in an airline industry.

Keywords: Customer Loyalty, Corporate Image, Customer Trust, Emotional Intimacy, Customer Experience of Religiosity Impression.

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