Yen Yen, Yow (2019) Relationship of brand image, in-flight service quality and passengers' satisfaction on repurchase intention. Masters thesis, Universiti Utara Malaysia.
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Abstract
Repurchase intention is vitals in airline industry. A highly intense market demanded airline’s operators to remain competitive by maintaining customer satisfaction. This is because satisfied passengers have a higher propensity to repurchase the same brand. Based on the literature, brand image and in-flight service quality could affect passengers’ satisfaction and subsequently repurchase intention. Therefore, this study attempts to examine the relationship between brand image, in-flight service quality and repurchase intention. Besides, this study also examines the mediating effect of passengers’ satisfaction on the relationship between brand image, in-flight service quality and repurchase intention. For the purpose of the study, quantitative research method through survey questionnaire was employed to examine the proposed
relationship. A total of 800 questionnaires were distributed in the Kuala Lumpur International Airport, Kuala Lumpur International Airport 2, and Penang International Airport. A total of 299 responses were received, representing a 37.38% response rate. The data was analysed using SmartPLS 3.0 and reveal that all the hypotheses were supported. The findings reveal that brand image and in-flight service quality positively
influence repurchase intention. The findings further reveal that passengers’ satisfaction positively influences repurchase intention. The findings also shown that there is a significant mediating effect of passengers’ satisfaction on the relationship between brand image and in-flight service quality and repurchase intention.
Limitations and recommendations for future study are also provided.
Item Type: | Thesis (Masters) |
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Supervisor : | Shaari, Hasnizam |
Item ID: | 7947 |
Uncontrolled Keywords: | Brand image, in-flight service quality, passengers’ satisfaction, repurchase intention, airline industry in Malaysia. |
Subjects: | H Social Sciences > HD Industries. Land use. Labor. > HD28-70 Management. Industrial Management |
Divisions: | Othman Yeop Abdullah Graduate School of Business |
Date Deposited: | 01 Dec 2020 05:36 |
Last Modified: | 13 Apr 2022 02:40 |
Department: | Othman Yeop Abdullah Graduate School of Business |
Name: | Shaari, Hasnizam |
URI: | https://etd.uum.edu.my/id/eprint/7947 |