The Effect of Airline Service Quality on Passengers' Behavioural Intentions Using SERVQUAL Scores:

A TAIWAN Case Study

Abstract

This paper seeks to improve our understanding of air passengers' decision-making processes by testing a conceptual model that considers service value, airline service quality, satisfaction, perceived sacrifice, and behavioural intentions. In this study, a linear structural equations modeling system is applied to incorporate the service quality of airline companies into the passengers' airline choice models to enhance the models' performance and the forecasting ability. Two modeling approaches are applied in this research: the structural equation modeling (SEM) and the importance-performance analysis (IPA). The SEM results of this study show that the service value is the major factor that can influence the behavioural intention. IPA results indicate that responsiveness is the most important airline service quality attribute in passengers. Finally, implications of these results for practice and research are provided.