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Impact of service failures on brand loyalty: a study of overbooking in the airline industry
[Impact des défaillances de service sur la fidélité à la marque : étude sur la surréservation dans le secteur aérien]

Author

Listed:
  • Abdenour-Karim Khelifi

    (Esthua Faculté de Tourisme, Culture et Hospitalité)

Abstract

This conceptual study aims to investigate the impact of denied boarding (a direct consequence of overbooking policies) in air transport on airline customer loyalty. Drawing on the work of Bejou and Palmer (1998), Wangenheim and Bayon (2007) and Dalalah, Ojiako & Chipulu's (2020), the author develops a conceptual model for measuring the impact of sdenied boarding on airline loyalty, based on two distinct behavioural responses. Specifically, the research problem investigated is to understand the extent to which denied boarding impacts customer loyalty to the airline, according to the two scenarios of voluntary denied boarding (1) and involuntary denied boarding (2). The overall aim of this study is to provide academic researchers and practitioners with a better understanding of the determinants of loyalty in the airline industry, and to help airlines better manage reputational damage and improve brand loyalty.

Suggested Citation

  • Abdenour-Karim Khelifi, 2024. "Impact of service failures on brand loyalty: a study of overbooking in the airline industry [Impact des défaillances de service sur la fidélité à la marque : étude sur la surréservation dans le secteur aérien]," Post-Print hal-05129492, HAL.
    • Handle: RePEc:hal:journl:hal-05129492
    Note: View the original document on HAL open archive server: https://hal.science/hal-05129492v1
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    References listed on IDEAS

    as
    1. Wittman, Michael D., 2014. "Are low-cost carrier passengers less likely to complain about service quality?," Journal of Air Transport Management, Elsevier, vol. 35(C), pages 64-71.
    2. A. Yeşim Orhun & Tong Guo & Andreas Hagemann, 2022. "Reaching for Gold: Frequent-Flyer Status Incentives and Moral Hazard," Marketing Science, INFORMS, vol. 41(3), pages 548-574, May.
    3. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    4. Erkmen, Ezgi & Hancer, Murat, 2015. "Linking brand commitment and brand citizenship behaviors of airline employees: “The role of trustâ€," Journal of Air Transport Management, Elsevier, vol. 42(C), pages 47-54.
    5. Lucini, Filipe R. & Tonetto, Leandro M. & Fogliatto, Flavio S. & Anzanello, Michel J., 2020. "Text mining approach to explore dimensions of airline customer satisfaction using online customer reviews," Journal of Air Transport Management, Elsevier, vol. 83(C).
    Full references (including those not matched with items on IDEAS)

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