USER-GENERATED CONTENT ON PERCEIVED CUSTOMER REPURCHASE INTENTION TOWARDS AIRLINE CONTROVERSIES
DOI:
https://doi.org/10.55955/430007Keywords:
user-generated content, perceived service quality, perceived brand reputation, perceived repurchase intentionAbstract
The research shows the influence of airline passengers' service quality evaluations and brand reputation formation on their repurchase intentions, which will lead to overall customer loyalty, an important impact, particularly in a competitive and increasingly public-oriented industry. There is a truthfulness when it comes to the travelling market, and the essence of customer loyalty will rely heavily on passenger trust and satisfaction. To examine passengers' perceptions of service, brand reputation, and repurchase, an airline passenger survey was conducted exploring the airline's perceptions. After careful examination, the results demonstrated that overall service was rated the highest (M = 3.3329), and a majority of passengers indicated that they strongly agreed and that they felt the airline provided trustworthy most of and reliable service. The ratings for branding reputation (M = 3.118) and repurchase intentions (M = 3.031) were rated well, albeit lower than service quality. Overall, the findings indicate that service has become the airline's strength, yet there is an opportunity to improve the airline's reputation and create bookings from return customers. This study recommends that the airline continue its successful service delivery, increase and sustain brand emphasis on transparency and communications strategies, and improve and create more customer-highlighted strategies with loyalty programs, targeted promotions, and overall improved ease of digital booking, that will turn customer satisfaction into loyalty, by ensuring the airline's continuous competitiveness in the fast-phased travel market.
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