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How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value

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  • Chen, Lu
  • Li, Yong-Quan
  • Liu, Chih-Hsing

Abstract

Drawing on an integrated framework of service quality theory, this study develops and demonstrates a mediation-moderation model of airline service quality that influences the repurchase intentions of passengers. This model associates service quality with individual behavioral and perception—brand awareness and perceived values and examines the buffering role of brand attractiveness and experience in the decision-making processes. In a sample of 451 passengers, somewhat as expected, airline service quality enhances the positive effect of repurchase intention on airline company service because it fosters a positive link between brand awareness and perceived value. Unsurprisingly, brand attractiveness and memorable brand experiences are found to strengthen the positive effect of brand awareness and perceived value. Several alternative models were used to check the robustness of our findings. Patterns of moderated mediation modeling for theoretical and empirical implications are discussed.

Suggested Citation

  • Chen, Lu & Li, Yong-Quan & Liu, Chih-Hsing, 2019. "How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 185-197.
    • Handle: RePEc:eee:jaitra:v:75:y:2019:i:c:p:185-197
    DOI: 10.1016/j.jairtraman.2018.11.002
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