The influence of value co-creation behaviour on customer satisfaction for international in-flight service of Malaysia Airlines / Haszrina Minhad

Malaysia Airlines has faced numerous adversities in the last few decades, including financial difficulties, catastrophic incidents and intense competition, which have led to loss of customer confidence and increased customer complaints. The airline has been observed to juggle their business model and optimizing their services to offer hybrid solutions to cater for the modern-day customers’ demands and needs within their cost cutting strategies. This study explored the key factor that may have been discounted from Malaysia Airlines’ business plan to ease the airline’s complex situation. The study was based on Vargo and Lusch’s (2008) service-dominant logic, which focuses on the roles of customers in co-creation of value during service delivery. Customers are different and in view of this quandary, the need to amplify customer value co-creation behaviour should be first underlined and critically looked at, in order to incur the key marketing outcome, particularly customer satisfaction. Working from that perspective, this study accordingly measured the co-creation activity from the customer stand point to determine the magnitude, if any, of the relationship between customer value co-creation behavior and customer satisfaction within the service delivery.