Abstract
The current study aims to explore how customers’ personal values influence customer-perceived switching barriers and drive customer loyalty in the airline industry. Notably, it investigates switching barriers as a moderator between three dimensions of personal values and customer loyalty. Data were collected from passengers at Tan Son Nhat International Airport, Ho Chi Minh City, the busiest airport in Vietnam, using the convenience sampling method. Data analysis was conducted through structural equation modelling. The moderating effects were tested by PROCESS 3.4 macro in SPSS. The analysis shows that different facets of personal values explicate different impacts on switching barriers and customer loyalty. Further, the heterogeneous moderating role of the switching barriers in the relationship between dimensions of personal values and consumer loyalty is highlighted. These results suggest effective strategies for airlines to successfully retain their customer base.
Published Version
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