Modeling Service Quality, Customer Satisfaction and Behavioral Intentions in Airline Industry: A SEM Approach

Abstract

Recently, the customer structure and their expectations are changed in the airline industry same as the other service industries with changed conditions by technology, quality of living etc. Due to changing expectations for service quality and new market structure, airline companies will be able to provide a competitive advantage through meeting customers' expectations with high satisfaction and understanding the changing market. In this context, the aim of this study is identifying the determinants of airline service quality perceived by customers; reveal the effects of perceived service quality on customer satisfaction, and effects of customer satisfaction on behavioral intentions of customers, simultaneously by using a conceptual model. Perceived service quality dimensions used in this research are developed on the basis of the AIRQUAL and SERVPERF models. Unlike existing studies, the study also posits perceived service quality, customer satisfaction and behavioral intentions in a single model. The sample of this research comprises the passengers who had flown on any of the national airlines of Turkey in the recent year and they are selected using non-probability judgmental sampling technique. Structural equation modeling is performed to confirm reliability and validity of the measures and examine the structural relationships between constructs. According to obtained results, image that is one of the dimensions of perceived service quality is the strongest significant determinant of customer satisfaction. Also, word-of-mouth and repurchase intention are significantly and positively influenced by customer satisfaction. However, the relationship between customer satisfaction and negative feedbacks of the customers is found positive contrary to proposed hypothesis. As well as the supportive findings of previous research, this study raises a critical question regarding the relationship between customer satisfaction and negative feedbacks for further research to focus on.