Travellers' Switching Behavior in Malaysia's Airline Industry from The Perspective of The Push-Pull-Mooring Framework

Wai, Maggie Mei Kei (2019) Travellers' Switching Behavior in Malaysia's Airline Industry from The Perspective of The Push-Pull-Mooring Framework. [Final Year Project Report] (Unpublished)

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Abstract

The researcher measures the appropriateness of the push-pull-mooring (PPM) migration theory to travellers' airline choice in order to clarify their switching intension. Referring to the previous comprehensive literature review and open-ended survey, the researcher identified the organized framework of 3 variables which is push, pull and mooring, with the 4 push, 3 pull, and 4 mooring dimensions. A survey was conducted by distributed google form through social media to reach target respondents, and a total of 150 complete responses were used for data analysis. The results presented that the PPM theory included the second-order factor structure provided an acceptable representation of the measured variables in a contrast with the first-order construct model. Outcomes Of the structural analysis also showed that all PPM categories directly affected switching intention. In addition, push and pull factors positively affects switching intention, while mooring factor negatively affects Switching intention.

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