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Abstract
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Article Information:
A Moderator’s 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
Submitted: March 31, 2012
Accepted: April 17, 2012
Published: December 01, 2012 |
Abstract:
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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.
Key words: Airlines, brand loyalty, intention to buy, service quality, ticket price, ,
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Cite this Reference:
Meysam Salimi, Hamid Reza Hadjali and Shahryar Sorooshian, . A Moderator’s Perspective From Service Quality and Purchase Intentions Relationship: A Case Study of AirAsia Airlines. Research Journal of Applied Sciences, Engineering and Technology, (23): 5074-5078.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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