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Abstract:
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The growth potential of service sector, especially the aviation
sector in the Indian economy is splendid. Therefore, it is crucial for the
airline service providers to realize their customers, design offers and
deliver the desired value to their customers. This study reveals the
effect of airline passenger satisfactions particularly on re-buy
intentions derived from the attributes-level performance dimensions of
both service aspects and loyalty programme of an airline.
The mediation effect of satisfaction and other selected
antecedents on the re-buy intention of a passenger is hypothesized in
this study. Critical areas affecting buying intentions such as core
service quality and loyalty attribute-level performances, effect of
frequent flyer programme and service quality satisfaction, passenger
trust on airline, brand image and moderating effects of perceived
value, frequent programme status and travel frequency of airline
passengers are linked in a structural model to assess the strength of
each facet in affecting re-buy intentions. Implications to the airlines
were made based on the finding that re-buy intentions cannot be
attributed solely to the impacts of frequent flyer programme, rather
affected through the mediation effect of airline service quality
satisfaction, which is very much valid for the higher FFP status
category of frequent travelers. The effects of moderation caused by
perceived value, FFP status and flying experience were also found to
be significant in making re-buy intentions. |