A Study on Low Cost Airlines’ Perceived Service Quality in South-East Asia

Abstract

Service quality has become a paramount for every company especially in airline industry The last fifteen years have seen a rapid growth of low cost airlines in Asia New routes are appearing and low cost air travel sees passenger numbers increasing every year This study investigates perceived service quality of low cost airlines and their passengers’ behavioral intentions With brand image as a perceived service quality’s antecedent it furthermore introduces local-global identity and consumer affinity into the model and examines whether these marketing constructs have influence on perceived service quality’s and behavioral intentions; a relationship that has not yet been considered in the setting of low cost airlines industry The partial least square method is applied to analyze the collected data sample The results from this study indicate that consumer’s affinity has effect on behavioral intentions and that brand image and local-global identity influence the low cost airline’s perceived service quality This could be utilized by low cost airline managers in their marketing strategy This study contributes to the literature by affirming that the constructs of local-global identity and consumer affinity are also applicable in this setting

Date of Award	2014 Jan 21
Original language	English
Supervisor	Tien Wang (Supervisor)