Negative Memories Toward Airlines: Scale Development and Validation

Abstract

Most studies on airlines have focused on consumers' positive memories. However, from the consumer's perspective, negative memories have a stronger impact than positive ones on an airline's brand image, marketing strategies, and consumer behavioral intentions. This observation has prompted the need for research conducted from the perspective of consumers' negative memories and the development of a corresponding scale. Therefore, this study developed a scale to conceptualize the factors affecting negative airline memories. This study's research analysis identified six factors and 26 items encapsulating negative memories regarding airlines. These factors were influenced by cabin crew, hygiene, and safety levels (cleanliness and safety), claustrophobia, rest restrictions, technology, and negative experiences with uncertain situations (unexpected events and the physical environment).