Restoring customer trust and loyalty: a case study of AirAsia

Hussain, Hawwa Lamha and Sulaiman, Mohamed and Tajudin, Mohamad Aminuddin Sham and Abdul Razak, Arbaiah (2025) Restoring customer trust and loyalty: a case study of AirAsia. IIUM Journal of Case Studies in Management, 16 (1). pp. 6-14. ISSN 2810-2327 E-ISSN 2710-7175

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Abstract

Aviation industry was among the most affected by the COVID-19 pandemic. One of the players in this industry, the Capital A Berhad or better known as AirAsia was famous for its innovative approach to airline travel by offering low-cost flights and unique customer service experience. Based in Malaysia, AirAsia is the largest airline company by fleet size with 165 destinations spanning 25 countries. When the pandemic hit, AirAsia suspended its operations in March 2020 which triggered a series of major challenge faced by the company. Specifically, AirAsia’s customer service has been criticised for its ineffective chatbot as well as inadequate responses to customer complaints regarding refunds, flights cancellations and flight delays amid the COVID-19 pandemic. This case study delves into the factors contributing to AirAsia’s customer service issues and their impact on the company’s reputation and customer perception.

Item Type:	Article (Journal)
Uncontrolled Keywords:	AirAsia, airline company, COVID-19 pandemic, customer service, strategic management
Subjects:	H Social Sciences > HF Commerce > HF5475.I74 Halal business, entrepreneur, marketing, management, and administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration Kulliyyah of Economics and Management Sciences
Depositing User:	Dr. Arbaiah Abdul Razak
Date Deposited:	17 Dec 2025 14:00
Last Modified:	17 Dec 2025 14:00
Queue Number:	2025-12-Q823
URI:	http://irep.iium.edu.my/id/eprint/125661

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