Modelling the Impact of Airline Service Quality and Marketing Variables on Passengers’ Future Behavioural Intentions

This article investigates how perceived price, airline service quality, perceived value, passenger satisfaction and airline image determine passengers’ future behavioural intentions. To test the conceptual framework, structural equation modelling using a maximum likelihood estimator was applied to data collected from Australian international air passengers. It was found that there were significant relationships between the variables except for three paths. The three insignificant paths were the relationship between ‘perceived price and passenger satisfaction’, ‘service quality and airline image’ and ‘perceived value and airline image’. Perceived price, perceived value, passenger satisfaction, and airline image were each found to have a direct effect on passengers’ future behavioural intentions.