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

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 fram...

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Bibliographic Details
Main Author: Wai, Maggie Mei Kei
Format: Final Year Project Report
Language:English
Published: Universiti Malaysia Sarawak (UNIMAS) 2019
Subjects:
HB Economic Theory
HD Industries. Land use. Labor
Online Access:http://ir.unimas.my/id/eprint/38052/2/MAGGIE%20ft.pdf
http://ir.unimas.my/id/eprint/38052/
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spelling my.unimas.ir.380522024-09-11T07:41:30Z http://ir.unimas.my/id/eprint/38052/ Travellers' Switching Behavior in Malaysia's Airline Industry from The Perspective of The Push-Pull-Mooring Framework Wai, Maggie Mei Kei HB Economic Theory HD Industries. Land use. Labor 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. Universiti Malaysia Sarawak (UNIMAS) 2019 Final Year Project Report NonPeerReviewed text en http://ir.unimas.my/id/eprint/38052/2/MAGGIE%20ft.pdf 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)
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic HB Economic Theory
HD Industries. Land use. Labor
spellingShingle HB Economic Theory
HD Industries. Land use. Labor
Wai, Maggie Mei Kei
Travellers' Switching Behavior in Malaysia's Airline Industry from The Perspective of The Push-Pull-Mooring Framework
description 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.
format Final Year Project Report
author Wai, Maggie Mei Kei
author_facet Wai, Maggie Mei Kei
author_sort Wai, Maggie Mei Kei
title Travellers' Switching Behavior in Malaysia's Airline Industry from The Perspective of The Push-Pull-Mooring Framework
title_short Travellers' Switching Behavior in Malaysia's Airline Industry from The Perspective of The Push-Pull-Mooring Framework
title_full Travellers' Switching Behavior in Malaysia's Airline Industry from The Perspective of The Push-Pull-Mooring Framework
title_fullStr Travellers' Switching Behavior in Malaysia's Airline Industry from The Perspective of The Push-Pull-Mooring Framework
title_full_unstemmed Travellers' Switching Behavior in Malaysia's Airline Industry from The Perspective of The Push-Pull-Mooring Framework
title_sort travellers' switching behavior in malaysia's airline industry from the perspective of the push-pull-mooring framework
publisher Universiti Malaysia Sarawak (UNIMAS)
publishDate 2019
url http://ir.unimas.my/id/eprint/38052/2/MAGGIE%20ft.pdf
http://ir.unimas.my/id/eprint/38052/
_version_ 1811600364477087744
score 13.211869

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