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2012 (Vol. 4, Issue: 23)
Article Information:

A Moderatorís Perspective From Service Quality and Purchase Intentions Relationship: A Case Study of AirAsia Airlines

Meysam Salimi, Hamid Reza Hadjali and Shahryar Sorooshian
Corresponding Author:  Meysam Salimi 

Key words:  Airlines, brand loyalty, intention to buy, service quality, ticket price, ,
Vol. 4 , (23): 5074-5078
Submitted Accepted Published
March 31, 2012 April 17, 2012 December 01, 2012
Abstract:

In this study, it was aimed to examine the relationships between service quality, brand loyalty and intention to buy among AirAsia passengers in Malaysia. The results obtained indicate that there is a positive relationship between service quality, brand loyalty and purchase intentions, while there is a moderator effect of ticket price affecting the relationship between service quality and intention to buy among customers. With more scrutinizing, it was revealed that the effect of service quality on intention to buy is not significant for passengers when there is a higher ticket price.
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  Cite this Reference:
Meysam Salimi, Hamid Reza Hadjali and Shahryar Sorooshian, 2012. A Moderatorís Perspective From Service Quality and Purchase Intentions Relationship: A Case Study of AirAsia Airlines.  Research Journal of Applied Sciences, Engineering and Technology, 4(23): 5074-5078.
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ISSN (Online):  2040-7467
ISSN (Print):   2040-7459
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