The implication of AIRQUAL and brand credibility on passengers’ satisfaction in airlines industry

Abstract: This study aims to investigate the implications of service quality and brand credibility on passenger satisfaction and behavioral intentions in the air transportation industry in Indonesia, especially at Lion Air. This research is motivated by the high level of passenger complaints against Lion Air services in seven years, according to the Indonesian Consumers Foundation (YLKI). The most common complaints include frequent flight delays, less timely return of tickets, damage and lost luggage, even lower safety guarantees. This is considered not only as a manifestation of poor service quality, but also affects brand credibility in the long run. In addition, poor service quality and brand credibility show low passenger satisfaction and influence changes in their behavioral intentions in the future. Respondents in this study were Lion Air passengers at least once several times using Lion Air in the last two years. The study uses Structural Equation Modeling and Partial Least Square (SEM-PLS) to examine the hypotheses of the survey. Data analysis techniques are carried out through three stages, such as inner models, external models, and hypothesis testing. Then, this study states that there is a positive and significant impact of service quality and brand credibility on behavioral intentions with passenger satisfaction as a mediating variable.

How to cite this paper

 Monoarfa, T., Usman, O & Tausyanah, T. (2020). The implication of AIRQUAL and brand credibility on passengers’ satisfaction in airlines industry.Management Science Letters , 10(15), 3655-3662.

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