Domestic aviation: the influencing factors that contribute to the consumer preference towards Malaysia Airlines "a study on KBR-KUL vv SECTOR" / Normala Che Omar

In the new globalization era, the growing competition of aviation industry is a critical issue worldwide including Malaysia. Currently, Malaysia Airlines is facing a decline in domestic sector though its total uplift is higher than AK/or KBR-KUL vv sector in average due to several factors. There are different opinions among airline passengers based on their experiences where some customers prefer MH and some prefer AK for their local travel. This study was conducted to study the factors that influence consumer preference towards Malaysia Airlines for short haul market. The objectives of this research were to know the factors; the most important and the least important factor that can influence consumer preference. Besides that, this study also to improve Malaysia Airlines' service by providing necessary suggestions and recommendations. Scope of study was consumers who experience and fly with Malaysia Airlines for KBR-KUL vv sector. Sample scope was 120 respondents, where I 0% from average daily passengers for these route. From the result the researcher found that schedule-based is the most important factor that influencing consumer to choose Malaysia Airlines as a preferred carrier. This notion is proved by significance relationship between consumer preferences and the factor that influence for choosing this carrier. Some conclusion and recommendation had closed this research.