Abstract
The primary objective of the present research is to examine the impact of touch and gustatory stimuli on airline image and repurchase intention. Furthermore, the present research examines the moderating role of price fairness and mediation impact of airline image. The researchers gather data from the customers of PIA and Airblue travelling abroad from Islamabad International Airport, Karachi International airport and Lahore International airport by employing multi-stage sampling technique. Total of 576 questionnaires was distributed among the respondents, and the response rate was 68.9%. For the analysis of data received, the researcher employed PLS-SEM. The finding of the study confirmed the significant impact of touch and gustatory stimuli on airline image and repurchase intention. Findings of the study revealed the mediating role of airline image among touch, gustatory and repurchase intention was significant as well. At the end, perceived price fairness also moderated the relationship of airline image and repurchase intention. The present study fills the gap of limited studies conducted in the past regarding sensory stimuli in the context of the airline industry, the role of airline image as a mediator under SOR model and moderating impact of perceived price. Findings of the present study are helpful for policymakers and practitioners of the airline industry in Pakistan to develop the strategy by which they can retain their customers on international routes.
Highlights
Customers are the asset for the organizations, especially in the service sector
To address the issue of repurchase intention, the present study examined the impact of touch stimuli and gustatory stimuli on airline image and customer repurchase intention in the context of Pakistan airline industry
Repurchase intention in the present study was measured using five items adapted from Şahin, Zehir, and Kitapccedil (2012), airline image was measured through four items adopted by Singh (2015), Gustatory stimuli and touch stimuli were measured through seven and five items respectively adopted from Wiedmann, Labenz, Haase, and Hennigs (2018) and five items of perceived price fairness were measured from (Estalami, Maxwell, Martín‐Consuegra, Molina, & Esteban, 2007)
Summary
Customers are the asset for the organizations, especially in the service sector. One of the important service sector industry is the airline industry which plays a very important role for economic and social development. The competition in the airline industry is increasing rapidly, resulting in a rise in expectations and demands of the customers. In this situation, it has become very important as well as difficult for airline companies to retain their customers. Retention of customers for the airline companies is very important to keep a stable revenue stream and market share (Chang & Hung, 2013). Airline organizations should try to provide good in-flight experience to customers since the experience of the customer is the basic reason upon which buying the product or service from the same service provider is decided
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