- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
The study explore low cost and full service airline consumers' perception of value for money and service quality, and its influence on behavioural intention in the perspectives of means-end chain theory and price sensitivity theory. The study also examines the consumer behaviour of compensating service expectations for better price. Structural equation model was used to test the effect of perceived value for money and service quality on customer satisfaction and their behavioural intention. By confirming the low cost airline passengers' sensitiveness towards value for money, the study supports price sensitivity theory. The results support means end chain theory by identifying perceived value for money and service quality as a significant predictor of consumer satisfaction and behavioural intention.
6. Conclusion and research
implications The study extends literature by investigating the salience of perceived value for money and service quality in achieving customer satisfaction and behavioural intention in low cost and traditional full service airlines context. As discussed above, the value for money is a crucial factor for low cost airlines to achieve customer satisfaction and favourable behavioural intention. While the low cost airlines depend strongly on value for money, traditional full service airlines survive on the balance between value for money and service quality. The interaction effect results of airline type, value for money and service quality on consumers' recommendation behaviour (WOM publicity) extends current knowledge on airline industry.