دانلود رایگان مقاله تاثیر تاخیر خدمات مسافرت هوایی در واکنش عاطفی و رفتار مشتری

abstract

This study is intended to identify the influence of service delays on emotional responses and customer behavior. For this research, a survey was conducted on airline passengers that experienced service delays. A total of 395 respondents were analyzed using structural equation modeling. According to the analysis results, service delays positively influenced negative emotions and negatively influenced repurchase intention. In addition, service delays positively influenced negative word-of-mouth. This study provides a basic knowledge on how airlines can develop their service strategies to make good use of the motivating effect of service delays on emotional responses and behavioral intentions.

5. Conclusions and implications

This study has analyzed how service delays influence the negative emotions of airline passengers as well as acceptability. It also shows how such negative emotions and acceptability are able to influence behavioral intention. As such, this study is of value with respect to providing support for the establishment of airline marketing strategies, particularly for the purpose of reducing customer complaints that stem from airline service delays. The results are summarized as follows. First, the waiting time resulting from a service delay influenced the formation of negative emotions and positively influenced anger and uncertainty. In particular, it was shown that a service delay had a significant influence on anger. Service delays turned out to negatively influence acceptability. As the service delay increased in time and the perceived waiting time subsequently increased, customers became angry and uncertain as to whether the flight might not depart or might not be provided. Second, according to the relationship between negative emotions and behavioral intention, anger turned out to negatively influence repurchase intention and positively influence negative word-ofmouth. On the other hand, uncertainty turned out not to represent a statistically significant influence on repurchase intention or negative word-of-mouth. Customers experiencing anger due to a service delay tried not to use the airline that caused the service delay. They also conveyed negative word-of-mouth to others. However, uncertainty did not significantly influence the behavioral intention of customers experiencing a service delay. Third, the relationship between acceptability and behavioral intention turned out to positively influence repurchase intention and negatively influence negative word-of-mouth. In other words, passengers who were able to accept the waiting time turned out to use the airline that caused the service delay again. Due to the characteristics of air travel, there is a high chance that service delays will be inevitable, at least to some extent. Customers tend to be familiar with waiting. However, as a service delay increases in time, customers begin complaining and expressing negative emotions. Therefore, it is in the best interest of airlines to actively manage service delays and minimize waiting times by proactively reducing service delays in advance. Airlines need to seek various strategies to prevent latent service delays, reduce waiting times when encountering services, reduce the negative emotions of flight passengers, and enhance repurchase intention.