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Empirical Evidence from China: What Contributes to Airline Customers’ Positive Behavioral Intentions?

This study aims to advance our understanding of airline customers’ decision-making processes by investigating the relationships between service quality, perceived value, customer satisfaction, and behavioral intention in the context of China. A conceptual model involving the constructs mentioned above and hypotheses to be examined is first developed, with the service quality measured by the improved AIRQUAL, a multiple-item scale including the dimensions of tangibles, reliability, responsiveness, assurance, and empathy. A quantitative research approach based on the development of a structured self-administered questionnaire is applied. Reliability and correlation analyses are conducted to examine the internal consistency of multiple-item scales and the validity of the conceptual model, respectively. Multiple linear regression analysis is employed to test the proposed hypotheses. Regression results reveal that assurance has a positive effect on both behavioral intention and perceived value. Responsiveness and empathy influence behavioral intention and customer satisfaction in a positive manner, respectively. In addition, both perceived value and customer satisfaction exert positive impacts on behavioral intention. Finally, the implications of these results as well as the recommendations for the management policy and practice of airlines are discussed. This study may serve as a useful guide for airlines to retain customers and maintain their profitability.