Airline service quality, customer satisfaction, and repurchase Intention: Laotian air passengers' perspective. Issue 2 (June 2022) - Law, Colin C.H.
Highlights: The Laos aviation market has become an important driver contributing to the country's economic growth. The implementation of the market reform policy has significantly improved the tourism and air transport infrastructures in Laos. This study contributes to the existing knowledge by examining Laotian consumers air travel behaviour. The finding of the study has identified that brand creditability, product uniqueness and loyalty program are the three top dimensions in shaping the level of service quality in Laos aviation market. Abstract: The Laos aviation market has experienced rapid growth over the last decade and the industry has become an important driver contributing to the country's economic growth. This study aims to examine the factors influencing airline service quality and customer satisfaction. A total of 400 questionnaires were distributed in the public area at departure and arrival level at Wattay International Airport to Laotian air travellers via convenience sampling. Empirical results from the structural equation modelling (SEM) reveal that there is a positive relationship between service quality, customer satisfaction and repurchase intention. It was identified that brand credibility, product uniqueness and loyalty program are the three top dimensions in shaping the level of service quality. Understanding the relative importance of service quality can help stakeholders in the Laos aviation industry to develop marketing strategies to increase air travel demand.