The impacts of service quality, customer satisfaction, and perceived price fairness on the behavioural loyalty of Hong Kong business and non-business air travellers towards airline companies

Lai, Koon Wing William (2023) The impacts of service quality, customer satisfaction, and perceived price fairness on the behavioural loyalty of Hong Kong business and non-business air travellers towards airline companies. Doctoral thesis, University of Wales Trinity Saint David.

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Abstract

This study aims to investigate the impacts of service quality, customer satisfaction and perceived price fairness on the behavioural loyalty of Hong Kong business and non-business air travellers towards airline companies. A simple mixed method was employed in the investigation. Qualitative analysis was utilised to identify the behavioural loyalty-related factors first, and quantitative analysis was applied to triangulate the relationships. The qualitative data were sourced from 23 valid interviews conducted between May and July 2021. Ten of the interviewers have both business and non-business air travel experience. A total of 337 qualified air travellers provided valuable information for the quantitative analysis from August to October 2022. 182 of them had both kinds of experiences. It was found that a moderate level of behavioural loyalty exists in both Hong Kong business and non-business air travellers; service quality, customer satisfaction, and perceived price fairness are the major contributors to the behavioural loyalty of Hong Kong business and non-business air travellers towards airline companies. Although there are some studies on the behavioural loyalty of air travellers, no similar study in the context of Hong Kong air travellers with business and non-business air travellers categorisation was observed. The current study adapts the AIRQUAL model to probe for the overall service quality of airlines available to Hong Kong air travellers. It is one of the pioneer validations of the AIRQUAL model using Hong Kong air travellers’ data, and it will provide an option for gauging overall airline services besides SERVQUAL and SERVPERF. It was also revealed that the customer satisfaction factor partially mediates the contribution of the overall service quality factor to the behavioural loyalty factor. The partial mediation effect of business air travellers is more robust than non-business air travellers. The current study provides updated information on Hong Kong air travellers’ behavioural attitudes towards airlines and managerial implications for airline companies to establish future strategies to earn Hong Kong air travellers’ behavioural loyalty.

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: Behavioural loyalty, Air travellers, Airlines
Subjects: H Social Sciences > HE Transportation and Communications
H Social Sciences > HF Commerce
Divisions: Theses and Dissertations > Doctoral Theses
Depositing User: Koon Wing William Lai
Date Deposited: 04 Oct 2023 08:49
Last Modified: 04 Oct 2023 08:49
URI: https://repository.uwtsd.ac.uk/id/eprint/2585

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