Mind, service quality, relationship with airlines

Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Hsiao, Aaron and Wang, Xuequn and Loureiro, Sandra Maria Correia (2021) Mind, service quality, relationship with airlines. Journal of Strategic Marketing. pp. 1-23. ISSN 0965-254X


The study examines the relationships between passengers’ mindfulness, airline service quality, customer relationship quality and loyalty with the airlines of their choice. Service quality was modelled as a moderator between mindfulness and the proposed criterion variables. To capture a wide range of passengers, the study conducted a survey that was undertaken at departure gates within a European airport. Data were collected from passengers who have air travel experiences in both low-cost carriers and flagship airlines. The results show that mindfulness is significantly and positively related to three indicators of relationship quality, namely commitment, satisfaction and trust in the case of low-cost carriers. However, commitment and trust are not significantly related to passengers’ loyalty with low-cost air carriers. In the case of flagship airlines, both satisfaction and commitment have a significant influence on customer loyalty whereas trust does not. This study provides a fresh look at relationship quality and customer loyalty from an individual’s mental state in relation to the service, rather than being assessed on the service offered. This study contributes to the literature by approaching customer loyalty from a non-organizational perspective. The implications are highlighted for airline marketers to conclude the paper.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 29 Jul 2022 00:07
Last Modified: 01 Aug 2022 03:50
Uncontrolled Keywords: Service quality; airlines; customer loyalty; mindfulness
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Socio-Economic Objectives (2020): 28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services
Identification Number or DOI: https://doi.org/10.1080/0965254X.2021.1894216
URI: http://eprints.usq.edu.au/id/eprint/49836

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