Abstract
This study aimed to determine the factors of customer experience that influence passenger loyalty through the lens of passenger satisfaction. In addition, the moderating role of brand reputation on passenger loyalty was also considered. Data was collected from a survey of 997 Vietnamese passengers who used flight services on low-cost airlines in Vietnam. The research results from the partial least squares structural equation modelling (PLS-SEM), showed that six customer experience factors have positive impact on passenger satisfaction. In descending order, these are Flight attendant quality, Check-in/luggage service, Online Booking Service, Convenient Flight Schedule, Lounge and Service Reliability. These relationships were also shown to be fully mediated by customer satisfaction. Moreover, brand reputation strengthens the positive association between passenger satisfaction and loyalty. The study has also suggested some implications for building a better service experience for low-cost airlines in Vietnam to increase customer loyalty.
Published Version
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