Relationship of information technology and customer loyalty in air transport

Suan Sunandha Rajabhat University, 1 U-Thong Nok rd., Dusit, Bangkok, 10300, Thailand

^* Corresponding author: rojanard.wa@ssru.ac.th

Abstract

Customer loyalty is the key indicator of business success on online firms. Many organizations in the Airline Industry have add value of e-service not only aiming to be competitive but also to reduce costs and to increase revenues. Nowadays, the development of Information Technology (IT) has brought organizations in the air transport to grow rapidly. This led organizations in the air transport to build long-term relationships with their passengers. Thus, this study was conducted to investigate the relationship of customer loyalty and the information technology of airlines industry by analyzing 88 data collected from passengers using e-service offered by organizations in the air transport. Three dimensions of online service were identified namely: word of mouth, web sites design and ease of use. The findings from regression analysis demonstrated thate-word of mouth commit to customer loyalty. Several implications and recommendations for organizations are outlined.