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Impact of Service Quality of Low-Cost Carriers on Airline Image and Consumers’ Satisfaction and Loyalty during the COVID-19 Outbreak

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  • Thowayeb H. Hassan

    (Social Studies Department, College of Arts, King Faisal University, Al Ahsa 400, Saudi Arabia
    Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

  • Amany E. Salem

    (Social Studies Department, College of Arts, King Faisal University, Al Ahsa 400, Saudi Arabia
    Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

Abstract

Low-cost carriers (LCCs) in Saudi Arabia operate in a competitive, highly demanding environment. Customer-related attributes may be influenced by the levels of service quality in a no-frills airline, which might impact satisfaction and loyalty. Given the unique traveler and market characteristics of the aviation sector in the kingdom, we sought to investigate the impact of service quality of LCCs on customer satisfaction and loyalty and the perceived airline image. A total of 299 passengers at two international airports were approached using a modified SERVQUAL scale. Results revealed that service quality was a significant predictor of customer satisfaction (β = 0.46, p < 0.0001), airline image ( β = 0.55, p < 0.0001), and customer loyalty ( β = 0.16, p = 0.006). The responsiveness dimension was the most important dimension of service quality, since it predicted all other constructs (satisfaction, loyalty, and brand image). Airline tangibles and reliability were independently associated with brand image and loyalty, respectively. Based on these results, LCCs should tailor future strategic plans that rely heavily on improving different service quality measures, particularly the responsiveness domain.

Suggested Citation

  • Thowayeb H. Hassan & Amany E. Salem, 2021. "Impact of Service Quality of Low-Cost Carriers on Airline Image and Consumers’ Satisfaction and Loyalty during the COVID-19 Outbreak," IJERPH, MDPI, vol. 19(1), pages 1-16, December.
    • Handle: RePEc:gam:jijerp:v:19:y:2021:i:1:p:83-:d:708616
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    1. Bodur S. Alonazi & Thowayeb H. Hassan & Mostafa A. Abdelmoaty & Amany E. Salem & Mahmoud I. Saleh & Mohamed Y. Helal & Yasser Ahmed Mohamed & Magdy Sayed Abuelnasr & Daniel Alemshet Gebreslassie & Mon, 2023. "Tourist Behavior in the Cruise Industry Post-COVID-19: An Examination of Service Quality, Corporate Image, and Intentions to Pay and Revisit," Sustainability, MDPI, vol. 15(11), pages 1-21, May.
    2. Afshan Rahman & Naveed Farooq & Muhammad Haleem & Syed Mohsin Ali Shah & Hatem El-Gohary, 2023. "Exploring the Pathways to Tourist Loyalty in Pakistani Tourism Industry: The Role of Destination Image, Service Quality, E-WOM, and Social Media," Sustainability, MDPI, vol. 15(24), pages 1-21, December.

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