Relationship of brand image, in-flight service quality and passengers' satisfaction on repurchase intention

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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Main Author: Yen Yen, Yow
Format: Thesis
Language:eng
eng
Published: 2019
Subjects:
HD28-70 Management
Industrial Management
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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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
topic HD28-70 Management
Industrial Management
spellingShingle HD28-70 Management
Industrial Management
Yen Yen, Yow
Relationship of brand image, in-flight service quality and passengers' satisfaction on repurchase intention
description 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.
format Thesis
qualification_name masters
qualification_level Master's degree
author Yen Yen, Yow
author_facet Yen Yen, Yow
author_sort Yen Yen, Yow
title Relationship of brand image, in-flight service quality and passengers' satisfaction on repurchase intention
title_short Relationship of brand image, in-flight service quality and passengers' satisfaction on repurchase intention
title_full Relationship of brand image, in-flight service quality and passengers' satisfaction on repurchase intention
title_fullStr Relationship of brand image, in-flight service quality and passengers' satisfaction on repurchase intention
title_full_unstemmed Relationship of brand image, in-flight service quality and passengers' satisfaction on repurchase intention
title_sort relationship of brand image, in-flight service quality and passengers' satisfaction on repurchase intention
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2019
url https://etd.uum.edu.my/7947/1/s817572_1.pdf
https://etd.uum.edu.my/7947/2/s817572-2.pdf
_version_ 1747828294450937856
spelling my-uum-etd.79472022-04-13T02:40:01Z Relationship of brand image, in-flight service quality and passengers' satisfaction on repurchase intention 2019 Yen Yen, Yow Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HD28-70 Management. Industrial Management 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. 2019 Thesis https://etd.uum.edu.my/7947/ https://etd.uum.edu.my/7947/1/s817572_1.pdf text eng public https://etd.uum.edu.my/7947/2/s817572-2.pdf text eng public masters masters Universiti Utara Malaysia Aaker, D. A. (2009). Managing brand equity: Capitalizing on the value of a brand name. New York, NY: The Free Press. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. doi:10.2307/3151897 Abdullah, K., Jan, M. T., & Manaf, N. H. A. (2012). A structural equation modelling approach to validate the dimensions of SERVPERF in airline industry of Malaysia. International Journal of Engineering and Management Sciences, 3(2), 134-141. Abdullah, K., Manaf, N. H. A., & Noor, K. M. (2007). 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