This study develops and empirically examines a mediation-moderation model of service quality that uniquely depicts China’s airline passengers’ perspectives as a central mechanism through which service is related to repurchase intention by perceived value and brand awareness of airline service. This study suggests that service quality, appraised as a foundational attribute for airline passengers, provides a constant source of pleasant experiences, which then simultaneously promotes the potential accumulation of brand equity. In addition, this study also identifies two potentially important attributes that influence passengers’ affective characteristics- brand attractiveness and a memorable brand-and explores their moderating role in the developing and highly competitive Chinese airline industry.
This study makes several contributions to the service and airline industry literature. First, this study builds on and extends service quality studies by highlighting the importance of other passengers’ perspectives of airline brand equity accumulation. Second, this study is the first to introduce brand equity as an indirect driver of repurchase intention from a Chinese airline service perspective. Third, this study tests whether service quality is a second order attribute (i.e., tangibility, reliability, responsiveness, assurance, and empathy) that plays a dominant role in influencing passengers’ awareness of brand popularity and brand associations. Finally, this study uses the moderation-mediation models to consider both potential effects within Chinese airline service.
Collected and summarized from the source below by Giang Tan