Mystery of aircraft MH370: Electronic word-of-mouth towards Malaysia airline reputation

Abstract

This research is conducted to investigate the relationship between factors of electronic word-of-mouth on social media networking sites towards Malaysia Airline reputation on case mystery of aircraft MH370. In addition, this research is to determine the most factor of electronic word-of-mouth on social media networking sites that affecting Malaysia Airline reputation on case mystery of aircraft MH370. This research’ scope is focus on the passengers who had experienced with the service of Malaysia Airline after case MH370 and had spread electronic word-of-mouth on social media networking sites on that case. This research is using the useable sample of 200 respondents to answer the questionnaire at Sultan Haji Ahmad Shah Airport, Kuantan. The results indicated that information sharing desire, customer satisfaction, self-presentation desire and reward factor on electronic word-of-mouth on social media networking sites has relationship towards Malaysia Airline reputation on that case. In addition, self-presentation desire is the factor of electronic word-of-mouth on social media networking sites that mostly affecting Malaysia Airline reputation on quality of products and services on case mystery of aircraft MH370. The findings reveal several implications were drawn based on the results of the research as to enhance Malaysia Airlines reputation besides for the purpose of the future research.