A Purchase Factor for AirAsia Berhad e-Ticketing System Based on Customer’s Perception: An EFA Analysis

Abstract

The use of the IR4.0 technology is now growing fast and most countries and industries now apply at least the simple IR4.0 technology in their business environment including in the Airline Industry in Malaysia. This technology has also been applied by the famous low-cost airline, AirAsia Berhad. The changes in technology usage (for example, online purchasing, check-in, and so on) have forced airline companies, into intense competition since now in Malaysia, many airline companies such as FireFly, Malindo, Malaysia Airlines, and so on. The use of e-ticketing systems in the Airline industry has been widely used for the past 10 years in selling flight tickets online. This study is trying to discover what is the feedback from customers when they are purchasing flight tickets using the AirAsia Berhad Berhad e-ticketing system. The measurement of Cronbach alpha and EFA was conducted in this study. Data was collected from 510 AirAsia Berhad customers to get their feedback and points of view regarding the current online e-ticketing system provided by the company. This study highlighted in detail the Exploratory Factor Analysis process for ‘the purchase construct in the online transaction cycle. Based on the findings, the customer felt satisfied using the e-ticketing system and tended to be loyal to the company as the e-services provided by the company meet their needs.