The Effect of Airline Service Quality on Value, Commitment and Loyalty

Abstract

This study examines the relationships between service quality, value, commitment, and loyalty in airline industry. Based on the analysis of data collected from 236 airline passengers, the study found the following results: first, airline service quality positively influences on value and loyalty. Second, value has direct effects on loyalty and commitment. Third, value is a mediator of the relationship between airline service quality and commitment. Fourth, commitment has a direct effect on loyalty and is a mediator of the relationship between value and loyalty. This study highlights the role of value and commitment in the relationship of service quality and loyalty. Above all, it is necessary to improve service quality priority to any others in order to foster loyalty in airline industry. As value and commitment are predictor of loyalty, it needs to create enduring relationship between airlines and passengers through emotional bonds.