The Influence of Brand Awareness, Brand Image, and Service Quality Inflight Catering on Saudi Consumer Satisfaction Arabian Airlines

Abstract

This study aims to test and analyze brand awareness, brand image, and quality of Aerofood ACS catering services to the consumer satisfaction of Saudi Arabian airlines. The research method used in this research is descriptive method. The objects of this study were 171 Arab Saudi airline staff and cabin crew. The approach used in this research is the Structural Equation Model (SEM) with Smart-PLS analysis tools. The results showed brand awareness had a positive and significant effect on customer satisfaction on Saudi Arabian airlines. Brand image has a positive and significant effect on customer satisfaction on Saudi Arabian airlines. Quality of service has a positive and significant effect on customer satisfaction on Saudi Arabian airlines.

Keywords: Brand awareness, Brand image, Service quality, Consumer Satisfaction

DOI: 10.7176/JMCR/71-01

Publication date:September 30^th 2020