ABSTRACT

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.

摘要

该研究调查了乘客的正念、航空公司服务质量、客户关系质量和对他们选择的航空公司的忠诚度之间的关系。服务质量被建模为正念和建议的标准变量之间的调节器。为了捕获范围广泛的乘客，该研究在欧洲机场的登机口进行了一项调查。数据是从在低成本航空公司和旗舰航空公司都有航空旅行经验的乘客那里收集的。结果表明，在低成本航空公司的情况下，正念与关系质量的三个指标，即承诺、满意度和信任显着正相关。然而，承诺和信任与乘客对低成本航空公司的忠诚度没有显着相关。就旗舰航空公司而言，满意度和承诺都会对客户忠诚度产生重大影响，而信任则不会。这项研究从与服务相关的个人心理状态，而不是对所提供的服务进行评估，重新审视关系质量和客户忠诚度。本研究通过从非组织的角度探讨客户忠诚度，为文献做出了贡献。强调了航空公司营销人员总结本文的意义。本研究通过从非组织的角度探讨客户忠诚度，为文献做出了贡献。强调了航空公司营销人员总结本文的意义。本研究通过从非组织的角度探讨客户忠诚度，为文献做出了贡献。强调了航空公司营销人员总结本文的意义。