The impact of service quality, service value, satisfaction, and brand image on behavioral intention of air tickets. A case study of low cost carriers and full service carriers in Indonesia
This research seeks to improve our understanding of air passengers' decision-making processes by testing a conceptual model that considers airline service quality, service value, satisfaction, brand image and behavioral intentions in low-cost carriers (LCCs) and full-service carriers (FSCs).rnA survey was conducted during the period between November 28, 2014 and January 3, 2015. A sample of 200 respondents was distributed to passengers who had at least one flight experience with LCCs and FSCs. The data was analyzed using SPSS, AMOS Structural Equation Model (SEM), and descriptive analysis to see the features of data collected and their relationship towards behavioral intentions. The SEM results of this study show that service value, passenger satisfaction, and airline image are each found to have a direct effect on air passenger's decision-making processes. For LCCs, airline image is the major factor that can influence behavioral intentions, while passenger's satisfaction is the major factor than can influence behavioral intentions in FSCs.
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