INTRODUCTION

General Background
The aviation industry in Malaysia is dominated by three
airlines which are Malaysia Airlines, Air Asia, and
Malindo Air.
1. Malaysia Airlines has been classified as a full service airline.
2. Air Asia has been classified as a low cost airline.
3. Malindo Air is a joint venture between National Aerospace
and Defence Industries of Malaysia and Lion Air of Indonesia.

Brief History of Malaysia Airlines

Malaysian Airline System (MAS; Malay: Sistem Penerbangan Malaysia;
branded as Malaysia Airlines) is a major airline operating flights from Kuala
Lumpur International Airport and from secondary hubs in Kota Kinabalu and
Kuching to destinations throughout Asia as well as a handful of destinations
in Europe and Oceania.
Malaysia Airlines is the flag carrier of Malaysia and a member of the
Oneworld airline alliance.
The company's headquarters are located on the grounds of Sultan Abdul Aziz
Shah Airport in Subang, Selangor, Greater Kuala Lumpur.
In August 2014, the Malaysian government's sovereign wealth fund
Khazanah Nasional, which then owned 69.37% of the airline announced its
intention to purchase remaining ownership from minority shareholders and
de-list the airline from Malaysia's stock exchange, thereby renationalising the
airline

Problem Statement
Low cost carriers have reshaped the competitive environment within
liberalised markets and have made significant impacts in the worlds
domestic passenger markets.
Malaysia Airlines (MAS) is not in a good position to yield a profit
even before the loss of MH370 in March and the loss of MH17 in July
2014.
It faces intense competition from an arising low cost airlines from its
home market such as Air Asia.
Recent opening of KLIA2 dedicated to centralise low cost carrier
terminal throughout world which connected by the fast train
allowing easy, efficient and affordable transportation to new KLIA2.
So, how Malaysia Airlines is going to survive?

Objectives
To examine the differences in the satisfaction of brand
dimensions between Malaysia Airlines and low cost
airline and identify the gap between expectations in
terms of:
1. Affordability, Logistic and Management
2. Quality and efficiency
3. Safety and service