The effect of sensory marketing elements on repurchase intention of Pakistan Airlines

This research focused on factors of sensory marketing that drives airline image and repurchase intention towards passengers of Pakistan based airline companies. This research differentiates itself from other studies as it examined the mediating role of airline image in the airline sector of a develo...

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Main Author:	Ali, Jawad
Format:	Thesis
Language:	eng eng
Published:	2021
Subjects:	HD28-70 Management Industrial Management HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/9871/1/permission%20to%20deposit-allow-902609_0001.pdf https://etd.uum.edu.my/9871/2/s902609_01.pdf
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id	my-uum-etd.9871
record_format	uketd_dc
spelling	my-uum-etd.98712022-09-22T04:45:35Z The effect of sensory marketing elements on repurchase intention of Pakistan Airlines 2021 Ali, Jawad Perumal, Selvan Shaari, Hasnizam School of Business Management School of Business Management HD28-70 Management. Industrial Management HF5001-6182 Business This research focused on factors of sensory marketing that drives airline image and repurchase intention towards passengers of Pakistan based airline companies. This research differentiates itself from other studies as it examined the mediating role of airline image in the airline sector of a developing country. Present study also tested the moderating role of perceived price fairness and word of mouth towards repurchase intention. A cross-sectional design was followed in this research, data was collected from three airports of Pakistan. Research questionnaires were distributed among 576 passengers of Airblue and PIA using judgmental sampling approach. PLS-SEM analysis approach was utilized in this study. The results of the present study found that visual stimuli, auditory stimuli, touch stimuli and gustatory stimuli have positive relationship with airline image. The results also supported mediating role of airline image between visual stimuli, auditory stimuli, gustatory stimuli, touch stimuli and repurchase intention. Moreover, perceived price fairness moderates between airline image and repurchase intention. The findings of the present study provide important insights to airline industry researcher, marketers and policy makers. The marketers of airline industry can get guidance to design effective marketing strategy by focusing on sensory marketing factors. On the other hand, policy makers can enhance growth of Pakistan based airline firms by following the recommendations of the study. The research also highlights the limitations and implications of the study as well as suggestions for future research are mentioned as well. 2021 Thesis https://etd.uum.edu.my/9871/ https://etd.uum.edu.my/9871/1/permission%20to%20deposit-allow-902609_0001.pdf text eng staffonly https://etd.uum.edu.my/9871/2/s902609_01.pdf text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Perumal, Selvan Shaari, Hasnizam
topic	HD28-70 Management Industrial Management HF5001-6182 Business
spellingShingle	HD28-70 Management Industrial Management HF5001-6182 Business Ali, Jawad The effect of sensory marketing elements on repurchase intention of Pakistan Airlines
description	This research focused on factors of sensory marketing that drives airline image and repurchase intention towards passengers of Pakistan based airline companies. This research differentiates itself from other studies as it examined the mediating role of airline image in the airline sector of a developing country. Present study also tested the moderating role of perceived price fairness and word of mouth towards repurchase intention. A cross-sectional design was followed in this research, data was collected from three airports of Pakistan. Research questionnaires were distributed among 576 passengers of Airblue and PIA using judgmental sampling approach. PLS-SEM analysis approach was utilized in this study. The results of the present study found that visual stimuli, auditory stimuli, touch stimuli and gustatory stimuli have positive relationship with airline image. The results also supported mediating role of airline image between visual stimuli, auditory stimuli, gustatory stimuli, touch stimuli and repurchase intention. Moreover, perceived price fairness moderates between airline image and repurchase intention. The findings of the present study provide important insights to airline industry researcher, marketers and policy makers. The marketers of airline industry can get guidance to design effective marketing strategy by focusing on sensory marketing factors. On the other hand, policy makers can enhance growth of Pakistan based airline firms by following the recommendations of the study. The research also highlights the limitations and implications of the study as well as suggestions for future research are mentioned as well.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Ali, Jawad
author_facet	Ali, Jawad
author_sort	Ali, Jawad
title	The effect of sensory marketing elements on repurchase intention of Pakistan Airlines
title_short	The effect of sensory marketing elements on repurchase intention of Pakistan Airlines
title_full	The effect of sensory marketing elements on repurchase intention of Pakistan Airlines
title_fullStr	The effect of sensory marketing elements on repurchase intention of Pakistan Airlines
title_full_unstemmed	The effect of sensory marketing elements on repurchase intention of Pakistan Airlines
title_sort	effect of sensory marketing elements on repurchase intention of pakistan airlines
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2021
url	https://etd.uum.edu.my/9871/1/permission%20to%20deposit-allow-902609_0001.pdf https://etd.uum.edu.my/9871/2/s902609_01.pdf
_version_	1747828691124092928

The effect of sensory marketing elements on repurchase intention of Pakistan Airlines

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