Malaysia Airlines Brand Attitude

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A look at the airline industry shows service failure can refer to something as minor as an airline running out of complimentary pittance during the flight or it can escalate to include delays, flight cancellations, mechanical failures, and airline crashes. An example of airline industry failure is the case of the disappearance of the Malaysia Airlines (MAS) Flight 370 on the 8th of March, 2014, carrying a total of 239 passengers. This is followed on 17th July of the same year by an incident involving another Malaysia Airlines aircraft, Flight 17, but this time the aircraft was shot down, killing 283 passengers along with 15 crew members (USA Today, 2014). Needless to say, Malaysia Airlines (MAS) net losses reported in the first nine months…show more content…
Such an attitude can be either positive or negative, with the consumer’s attitude towards the brand fluctuating based on their own perspective of the brand and the perspectives of others (Beneke et al., 2015). In relation to this, studies such as Park et al. (2010) recently recognized the construct of brand attachment as one of the key determinants of consumer behavior including behavioral intention toward a given brand. Brand attachment is the strength of the cognitive and affective bond connecting the brand with the self (Park,…show more content…
The theory posits that the influence of brand attitude and brand attachment on behavioral intention will vary based on the failure causal attributions. According to the Attribution Theory, there are three constructs of causal attribution namely, (1) locus of control that refers to whether the cause of a failure is located in the customer or in the service organization (Hess et al., 2003), (2) stability that refers to the extent to which a cause is viewed as temporary (expected to vary over time) or permanent (expected to persist over time) (Hess et al., 2003) and lastly, (3) controllability that refers to the degree to which a focal party perceives a cause to be volitional or non-volitional (Hess et al., 2003).While the locus attribution is important for some failure events, many researchers have excluded this attribution because most causes of failures are perceived by customers to originate with service organizations (rather than within customers) making the locus attribution unambiguous and thus less relevant for most situations (Folkes et al., 1987; Bitner, 1990; Smith et al., 1999; Hess et al., 2003). The focus of this study involves failures that occur within organizations,Therefore, this study also eliminates the locus attribution and focuses exclusively on attributions of controllability and
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