Your browser doesn't support javascript.
Airline brand image, passenger perceived value and loyalty towards full-service and low-cost carriers
Tourism Review ; 2023.
Article in English | Scopus | ID: covidwho-2213121
ABSTRACT

Purpose:

This study aims to examine the mediating and moderating processes that link airline brand image to passenger loyalty through perceived value. Design/methodology/

approach:

The research participants were Taiwanese passengers with experience travelling abroad by air. Structural equation modelling and multigroup analysis were used to investigate the effect of airline brand image and perceived value on the loyalty of passengers using full-service and low-cost carriers.

Findings:

For both airline types, airline brand image had a significant and positive effect on passenger perceived value. Perceived value had a significant and positive effect on passenger loyalty, perceived value was a crucial mediator and airline type was not a key moderator in the model. Originality/value In this study, focusing on the perspective of Taiwanese passengers, a conceptual model of the factors that lead to passenger loyalty, with a focus on brand image, was developed. This paper contributes to the literature and application field by examining the mediating effect of perceived value and the moderating role of airline type in the aviation industry;on the basis of the results, potential recovery strategies for airlines in the post-COVID-19 era are provided. © 2023, Emerald Publishing Limited.
Keywords

Full text: Available Collection: Databases of international organizations Database: Scopus Language: English Journal: Tourism Review Year: 2023 Document Type: Article

Similar

MEDLINE

...
LILACS

LIS


Full text: Available Collection: Databases of international organizations Database: Scopus Language: English Journal: Tourism Review Year: 2023 Document Type: Article