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Top purchase intention priorities of Vietnamese low cost carrier passengers: expectations and satisfaction

Author

Listed:
  • Massoud Moslehpour

    (Asia University)

  • Wing-Keung Wong

    (Asia University
    Hang Seng Management College
    Lingnan University)

  • Yi Hsin Lin

    (Asia University)

  • Thi Huyen Nguyen

    (Yuan Ze University
    University of Finance and Accountancy)

Abstract

This study investigates whether service quality, customer expectation, perceived value, and customer satisfaction have significantly positive impacts on purchase intention in the Vietnam’s low cost carrier (LCC) industry. The mediating role of customer satisfaction is also examined. Some of our findings are consistent with the literature, related to both LCCs and full service industries, to confirm that customer expectations directly affect satisfaction. However, different from the literature related to full service industry, our results conclude no significant influences of perceived value and service quality on customer satisfaction and purchase intention, inferring that budget air’s passengers purchasing is not due to its good service quality or perceived value, but because their expectations are met. Our findings also suggest that customer satisfaction can fully mediate the positive relationship between customer expectation and purchase intention. Purchase intention of air passengers could thus be explained through the pathway in which customer satisfaction plays the role of a mediating variable in the relationship between customer expectation and purchase intention. This study not only enriches the existing literature, but also provides a valuable assistance and guidance to LCCs for their strategic marketing plans and business improvement.

Suggested Citation

  • Massoud Moslehpour & Wing-Keung Wong & Yi Hsin Lin & Thi Huyen Nguyen, 2018. "Top purchase intention priorities of Vietnamese low cost carrier passengers: expectations and satisfaction," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 8(4), pages 371-389, December.
    • Handle: RePEc:spr:eurasi:v:8:y:2018:i:4:d:10.1007_s40821-017-0093-5
    DOI: 10.1007/s40821-017-0093-5
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    Cited by:

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    5. Jose Ribamar Siqueira & Michael Bendixen & Felipe Reinoso-Carvalho & Raffaele Campo, 2023. "Key drivers of brand trust in a Latin American airline: the impact of Colombia’s Avianca customer experience," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 186-201, June.
    6. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2023. "Masstige marketing: An empirical study of consumer perception and product attributes with moderating role of status, emotion, and pride," Journal of Business Research, Elsevier, vol. 155(PA).
    7. Xiangzhi Bu & Wilson V.T. Dang & Jianming Wang & Qiu Liu, 2020. "Environmental Orientation, Green Supply Chain Management, and Firm Performance: Empirical Evidence from Chinese Small and Medium-Sized Enterprises," IJERPH, MDPI, vol. 17(4), pages 1-17, February.
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    More about this item

    Keywords

    Purchase intention; Service quality; Perceived value; Customer expectation; Customer satisfaction; Low cost carrier;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z31 - Other Special Topics - - Tourism Economics - - - Industry Studies

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