Factor contributing to customer’s airline selection at Suka Jaya Travel and Tours Sdn. Bhd (SJTT) / Noor Ashikin Ramlle

Aviation sector has become one of the most popular sectors for transportation either for domestic or overseas travelling. The purposed of this study is to explore the precedence factors that influence customer’s airline selection. The target population is people who came to Suka Jaya Travel and Tours Sdn. Bhd (SJTT) located at City Center Bagan Serai, Perak Questionnaire was randomly distributed to 150 respondents at SJTT and the data are collected and been analyze using Statistical Package for Social Science (SPSS). In order to interpret the data, reliability analysis, descriptive analysis, frequency analysis, correlation analysis and regression analysis are studied. The findings or the outcomes were used to answer the research question and to prove that the objective of the study is achieved. Moreover, based on the outcomes, all three independent variable that are fare, on board service and safety are found to have a significant relationship with the dependent variable that is customers’ selection. Thus, all hypothesis proposed can be accepted. After all findings have been explained, some suggestions or recommendations are provided by the researcher to improve organization performance and to be used as a guideline for the interested parties