Abstract
Ability to easily search and then compare items is an advantage that online platforms have over bricks and mortar formats. In such an intensely competitive airline market, this paper investigates if this exploration experience satisfies the traveler during air ticket booking, by applying the stimulus organism response model. An empirical study is used to test the proposed model by applying the structural equation modeling and interaction effects. The model describes the extent by which traveler’s repurchase intention is influenced by four important factors – search and compare assortment satisfaction, social influence and overall satisfaction. The paper extends the satisfaction to online repatronage intention and customer loyalty. This empirical study also establishes that the relationships are moderated due to civil status and ticketing number of platforms used by the customers.
Highlights
Air traveler retention has attracted considerable attention, partly because it is a means for gaining competitive advantage
All the focal constructs of the model were measured using having multiple items based on validated scales obtained from the literature resulting in a 23 item questionnaire. 3 item online repatronage intention(Reynolds, Jones, Musgrove, & Gillison, 2012), assortment satisfaction scale(Kenning, Grzeskowiak, Brock, & Ahlert, 2011), overall satisfaction scale(Chang & Chen, 2008), social influence (Venkatesh & Davis, 2000) scales, 4 item customer loyalty(Zeithaml, Berry, & Parasuraman, 1996), and 7 item search and compare (Zhang, 2008) scales were used in the study
This study investigates the importance of SC for experiencing satisfaction by a traveler
Summary
Air traveler retention has attracted considerable attention, partly because it is a means for gaining competitive advantage. This study investigates if search and compare are the antecedents of satisfaction for online air ticketing services by applying the stimulus organism response model (Mehrabian & Russell, 1974). This research studies the response of satisfaction as online repatronage intention and their customer loyalty. A customer presumably remains loyal towards ecommerce (Fang, Shao, & Wen, 2016) Another purpose of this study is to investigate the path direction for the variables assortment satisfaction, overall satisfaction, online repatronage intention, and customer loyalty. We find this interesting because no such studies have been conducted for determining the path direction of variables in the context of online air ticket purchase. The article ends with the main findings, implications and limitations of this study, and includes suggestions for future research
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