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Explore airlines’ brand niches through measuring passengers’ repurchase motivation—an application of Rasch measurement

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  • Chang, Hsin-Li
  • Yang, Cheng-Hua

Abstract

This study develops a method of measuring airline repurchase motivation exploring service items affecting repurchase, and aiding airlines to self-evaluate their service marketing. An empirical study is conducted involving interviewing 1457 repeat patrons of four major airlines that fly between Taipei and Hong Kong. Rasch measurements converting raw ordinal responses into interval scale values was applied to identify the relatively strong and weak service items for each airline.

Suggested Citation

  • Chang, Hsin-Li & Yang, Cheng-Hua, 2008. "Explore airlines’ brand niches through measuring passengers’ repurchase motivation—an application of Rasch measurement," Journal of Air Transport Management, Elsevier, vol. 14(3), pages 105-112.
    • Handle: RePEc:eee:jaitra:v:14:y:2008:i:3:p:105-112
    DOI: 10.1016/j.jairtraman.2008.02.004
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    References listed on IDEAS

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    1. Meuter, Matthew L. & Ostrom, Amy L. & Bitner, Mary Jo & Roundtree, Robert, 2003. "The influence of technology anxiety on consumer use and experiences with self-service technologies," Journal of Business Research, Elsevier, vol. 56(11), pages 899-906, November.
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    5. Wong, Jehn-Yih & Chung, Pi-Heng, 2007. "Managing valuable Taiwanese airline passengers using knowledge discovery in database techniques," Journal of Air Transport Management, Elsevier, vol. 13(6), pages 362-370.
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    Cited by:

    1. Chen, Hsi-Tien & Chao, Ching-Cheng, 2015. "Airline choice by passengers from Taiwan and China: A case study of outgoing passengers from Kaohsiung International Airport," Journal of Air Transport Management, Elsevier, vol. 49(C), pages 53-63.
    2. Kurtulmuşoğlu, Feride Bahar & Can, Gülin Feryal & Tolon, Metehan, 2016. "A voice in the skies: Listening to airline passenger preferences," Journal of Air Transport Management, Elsevier, vol. 57(C), pages 130-137.
    3. Cheng-Hua, Yang & Hsin-Li, Chang, 2012. "Exploring the perceived competence of airport ground staff in dealing with unruly passenger behaviors," Tourism Management, Elsevier, vol. 33(3), pages 611-621.
    4. Han, Seohui & Ham, Seonok (Sunny) & Yang, Ilsun & Baek, Seunghee, 2012. "Passengers’ perceptions of airline lounges: Importance of attributes that determine usage and service quality measurement," Tourism Management, Elsevier, vol. 33(5), pages 1103-1111.

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