Product performance and its role in airline image generation and customer retention processes: gender difference

ABSTRACT

This study was designed to explore the formation of airline customers repeat purchase intention by considering the direct and indirect role of core-product and service encounter performances, hedonic and utilitarian values, and overall airline image, and by taking the moderating role of gender into account. Our results uncovered the significant role of these study variables and verified the strong prediction power of the proposed framework for intention. In addition, our result demonstrated that the strength of the relationship among value dimensions, overall image, and intention are significantly dissimilar across male and female customers. Value dimensions and image were significant mediators.

KEYWORDS:

• Airline customers
• overall airline image
• hedonic and utilitarian values
• core-product performance
• service encounter performance

Highlights

• Airline customer post-purchase behaviors were examined.

• The importance of core-product and service encounter performances was identified.

• Hedonic and utilitarian values maximized the effect of airline product performances.

• Gender influence was found.

Acknowledgments

This work was supported by the Dong-A University research fund.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the This work was supported by the Dong-A University research fund. [N/A].