The mediating role of customers' emotional attachment in enhancing service excellence and repurchase intentions of low-cost carrier airlines
by Pawan Kumar Chand; Urvashi Tandon; Deepika Jhamb; Amit Mittal
International Journal of Business Excellence (IJBEX), Vol. 32, No. 1, 2024

Abstract: The low-cost carriers represent the fastest growing segment of the global airlines' industry and are passing through the challenges of sustainability and customer retention. This study highlights and seeks a resolution of the contradiction of low-cost and service excellence. The present research has significantly established an interrelationship among service quality, emotional attachment, and repurchase intentions to understand the Indian air passengers' flying behaviour. The quantitative approach has been followed using a systematic sampling technique. 714 passengers using the low-cost carriers (LCC) were surveyed following questionnaire method. The mediation effect of emotional attachment between service quality and repurchase intentions of customers was tested using the structural equation modelling approach. The findings confirm the partial mediation effect of emotional attachment which will be beneficial for the airlines to comprehend their customers' behaviour towards service quality. These results can also be correlated to other service sectors such as tourism, healthcare, and hospitality.

Online publication date: Wed, 10-Jan-2024

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