Airline satisfaction and loyalty: Assessing the influence of personality, trust and service quality

Abstract

This study investigates the determinants of satisfaction and behavioral intention loyalty in the U.S. airline industry, adopting various predictors including personality traits, service quality, trust, and conative (commitment) loyalty. Based on a dataset of 624 respondents from an online survey, this study provides empirical evidence, using Ordinary Least Squares (OLS) regression, on the effects the Big Five personality traits, organizational trust, and commitment loyalty have on satisfaction and behavioral intention loyalty. The major findings show that service quality, trust, openness, and agreeableness positively affect satisfaction; meanwhile, satisfaction is negatively affected by extraversion. Service quality, trust, commitment loyalty, and satisfaction have positive effects on conative (behavioral intention) loyalty.