The Effect of Airline Website Quality on Perceived Value, Customer Commitment, and Behavioral Intention in LCCs

Abstract

The present study is aimed to assess airline website quality and its effect on perceived value, customer commitment, and behavioral intention, 236 customers of low cost carriers experiencing airline website in Korea were surveyed to test the order of importance of the dimensions of airline website quality. Furthermore, five hypotheses among the constructs of airline website quality, perceived value, customer commitment, and behavioral intention were tested. The results confirm that airline website quality positively influences perceived value, customer commitment, and behavioral intention. As the results suggested betterment of website quality should be given priority because quality of website in low cost carriers plays an important role in the enhancement of high level of perceived value as well as fostering customer commitment.