Furthermore, practices. A positive relation between market

Furthermore, Wetmore (2004) illustrate The relationship between liquidity risk and cost-to-income ratio. From his study it was found that cost-to-income ratio has been increased during the period which facilitated a change in asset/liability management practices. A positive relation between market risk and loan-to-deposit risk has also been found from that study. Therefore, Berger 1995 argued that, higher capital adequacy ratio is reduced the risk of bankruptcy also reduce a banks cost of fund, both by reducing the price fund and the quantity of funds required, thus improving a bank’s net interest income which generates profitability.

The liquidity ratio and capital adequacy ratio is also important to consider because it has a link between commercial banks return. This study also concludes that, to maintain proper risk management and realizing larger amount of profit bank also should consider liquidity ; capital adequacy ratio.

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Furthermore, promotional campaigns. Air Asia can utilize the

Furthermore, Air Asia may continue offering aggressive promotional campaigns. Air Asia can utilize the power of social media to endorse the Air Asia’s campaigns. In the past few years, social media has been growing rapidly.

It has been viewed as an efficient and effective method that enables companies to increase the recognition and awareness of the brand in the public. Past studies has reported that companies that involves social media in their business operation has been proven to have an increase in their profit and other companies reveal that there is an increasing rate of market exposure. For this reason, many airline industries have collaborated with the social media platform and integrate it into their service channels and sales.

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