Abstract
This study set out to discover the impacts of an array of service promises that might act as signals of airline hospitality. Using the Signaling Theory, this study contributes greatly to both theory and practices, as most previous investigations focused just on price signals. This study, involving 546 respondents, employed a questionnaire survey as the main method of data collection. The findings showed that perceived promotional was the strongest predictor of expectations of airline hospitality, followed by perceived internal marketing, perceived service reliability, and perceived environmental-friendly. Surprisingly, this study also revealed that perceived price level has no significant relationship with expectations of airline hospitality.
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