Multiple Conceptual Modelling of Perceived Quality of In-flight Airline Services

Polona Tominc,Urban Šebjan,Karin Širec

doi:10.7307/ptt.v29i3.2195

Abstract

Despite growing literature on the different aspects of airline service quality in relation to behavioural intentions, less attention has been paid to some specific aspects of in-flight services. The focus of the present research is, therefore, on a multiple conceptual model of the quality of in-flight services in relation to passengers’ perception of value, followed by recommendations (word of mouth - WOM) of airlines, as well as the quality and comfort of airline seats. The study is performed using two databases of reviewers’/passengers’ opinions regarding the quality of in-flight airline services and airline seat comfort. Our research results reveal that the perceived comfort of the airplane seat is the most important factor of passengers’ perceived quality of in-flight airline services, which also considerably affects the passengers’ perception of value, and consequently moderates behavioural intentions (in our research, expressed through positive WOM). The analysis of the relative importance of the components of perceived airline seats’ comfort shows that seat width is the most significant factor that contributes to the overall perceived comfort of the airline seat.

Highlights

The growth of globalization today gives air transport an ever more important role
A better understanding of the relationship between determinants affecting passenger's service quality perception, their perceived value, and their behavioural intentions are of the utmost importance, and the focal point of the present research
Our research aims to contribute to the contemporary understanding of the specific inflight service quality determinants and their impact on passengers’ perceived value for their money, followed by their recommendations as well as perceived comfort of the airline seats

Summary

Introduction

The growth of globalization today gives air transport an ever more important role. In the past two decades, the air travel industry has faced significant changes reflected in higher quality standards, various pricing strategies, and growth of air transport traffic, among other changes [1]. Experts warn that the questions over the durability of the economic upswing, rising oil prices [3], financial crisis in Greece, recent weakness in regional trade activity in the Asia-Pacific area, and the renewed terrorism threats and continued geopolitical tensions have the potential to dampen the performance on these markets [2]. These are all reasons that further encourage the examination and monitoring of air travel services. A better understanding of the relationship between determinants affecting passenger's service quality perception, their perceived value, and their behavioural intentions are of the utmost importance, and the focal point of the present research

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Discussion

Conclusion