Relationship of brand image, in-flight service quality and passengers' satisfaction on repurchase intention
Repurchase intention is vitals in airline industry. A highly intense market demanded airline’s operators to remain competitive by maintaining customer satisfaction. This is because satisfied passengers have a higher propensity to repurchase the same brand. Based on the literature, brand image and in...
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| Format: | Thesis |
| Language: | eng eng |
| Published: |
2019
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/7947/1/s817572_1.pdf https://etd.uum.edu.my/7947/2/s817572-2.pdf |
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| Summary: | Repurchase intention is vitals in airline industry. A highly intense market demanded airline’s operators to remain competitive by maintaining customer satisfaction. This is because satisfied passengers have a higher propensity to repurchase the same brand. Based on the literature, brand image and in-flight service quality could affect passengers’ satisfaction and subsequently repurchase intention. Therefore, this study attempts to examine the relationship between brand image, in-flight service quality and repurchase intention. Besides, this study also examines the mediating effect of passengers’ satisfaction on the relationship between brand image, in-flight service quality and repurchase intention. For the purpose of the study, quantitative research method through survey questionnaire was employed to examine the proposed
relationship. A total of 800 questionnaires were distributed in the Kuala Lumpur International Airport, Kuala Lumpur International Airport 2, and Penang International Airport. A total of 299 responses were received, representing a 37.38% response rate. The data was analysed using SmartPLS 3.0 and reveal that all the hypotheses were supported. The findings reveal that brand image and in-flight service quality positively
influence repurchase intention. The findings further reveal that passengers’ satisfaction positively influences repurchase intention. The findings also shown that there is a significant mediating effect of passengers’ satisfaction on the relationship between brand image and in-flight service quality and repurchase intention.
Limitations and recommendations for future study are also provided. |
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