The power of quality: exploring factors enhancing airline customer repurchase intentions

Aiyub, Asheefa Shaheen and Singh, Gurmeet and Narayan, Jashwini J. and Sharma, Shavneet (2025) The power of quality: exploring factors enhancing airline customer repurchase intentions. The TQM Journal, NA . NA. ISSN 1754-2731

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Abstract

Purpose – The unprecedented COVID-19 pandemic has significantly altered customer behaviour and preferences, making it essential to ascertain updated insights into customers’ repurchase intention (RI) in the airline industry. This study examines the factors enhancing airline customers’ RI post-COVID-19 pandemic, considering the integration of new digital tools and ongoing global challenges.
Design/methodology/approach – Through a mixed-methods approach, data were collected from 351 passengers (who had previously purchased airline e-tickets) in New Zealand using an online survey. Collected data were analysed using structural equation modelling. A focus group discussion was also conducted with customer experts, uncovering issues related to the travelling journey.
Findings – The findings revealed that website quality dimensions, specifically website service quality, system
quality and information quality, positively correlate to overall service quality (OSQ). OSQ, e-trust, service
recovery satisfaction and e-customer satisfaction positively influenced e-loyalty. Ultimately, OSQ and e-customer satisfaction demonstrated positive relations with customers’ repurchase intentions. Conversely, the focus group discussion revealed that information quality and service recovery satisfaction often create hiccups in customers’ repurchase intentions.
Originality/value – This study contributes to the under-researched literature concerning airline customers’ repurchase intentions in a post-pandemic, digitally evolving landscape. It analyses and critically evaluates the constructs within the DeLone McLean Information System model. In so doing, it addresses the significant gaps
in literature by exploring its application to airlines in the South Pacific region during and after the COVID-19
period. The study extends the applicability of the DeLone and McLean IS model to the South Pacific context, which differs from that of developed and emerging countries.

Item Type:	Journal Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Business and Management (SBM)
Depositing User:	Gurmeet Singh
Date Deposited:	16 Jun 2025 01:10
Last Modified:	16 Jun 2025 01:10
URI:	https://repository.usp.ac.fj/id/eprint/15002

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