Abstract
Purpose This paper aims to investigate the combined effect of airline service quality (ASQ), loyalty programme and perceived value (PV) on word-of-mouth (WOM) behavior of passengers’ traveling to domestic and international destinations from India. Design/methodology/approach Passenger’s perception on service quality, loyalty programme and PV varies with flight type, which can affect WOM. This study was designed to know whether destination based difference in passengers’ perception on airline services affects their WOM. Hence, a sample of 554 frequent passengers was taken, which includes 358 domestic and 196 international passengers. The responses were collected using well-structured questionnaire. The hypothetical model was developed and tested using structural equation modeling using analysis of a moment structures (AMOS). Findings Travel destination (flight) type moderates significantly the effect of ASQ on WOM behavior. ASQ affects WOM behavior more in domestic passengers. PV and loyalty programme do not moderate significantly with respect to destination type. PV was found to have significant influence on international passengers. However, loyalty programme was significant among domestic passengers. Practical implications Airline managers can develop appropriate marketing strategies targeting the passenger influencing attributes. ASQ is the most significant attribute applicable to both flight types. The airlines can focus on attractive ticket fares for international passengers and more loyalty programme benefits for domestic passengers. Originality/value This study examined the combined effect of ASQ, loyalty programme and PV on WOM behavior of passengers traveling in domestic and international sectors, which has not been researched yet.
Highlights
Airline companies are in the process of setting up an arena for a new normal situation after COVID-19 crisis
This study examined the combined effect of airline service quality (ASQ), loyalty programme and perceived value (PV) on WOM behavior of passengers traveling in domestic and international sectors, which has not been researched yet
All measurement models and the latent constructs were put in the structural equation modeling (SEM), and fit indices values were taken for analysis
Summary
Airline companies are in the process of setting up an arena for a new normal situation after COVID-19 crisis. Airlines can think of ample revenue only if passengers are confident and willing to make air travel during and after the pandemic situation. Tourism and aviation are interconnected because a significant portion of international passengers travel for leisure purpose. According to Abbas et al (2021), the COVID-19 pandemic has affected the travel and tourism sector in Europe very severely; about 50% decline in tourist arrivals was reported. Apart from damaging the economy and global health, this pandemic has triggered fear of risks among tourists, which forced them to cancel all preset travel plans. The tourists fear the vulnerability to virus infection during the time of travel (Mamirkulova et al, 2020). The spreading of the virus among communities and destinations are generally caused by air passengers and tourists, and the only solution to this lethal virus is effective vaccination (Su et al, 2021)
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