The role of well-being in the impact of service quality on customer satisfaction and loyalty: A study in the aviation sector

The objective of this study is to investigate the impact of service quality on customer satisfaction and customer loyalty within the aviation sector, as well as to assess the moderating role of well-being in these relationships. Utilizing a sample determined with a 95% confidence level and a 5% margin of error, data from 405 valid responses collected from voluntary participants were analyzed. The survey instrument employed in this research incorporates scales that measure service quality, customer satisfaction, customer loyalty, and well-being. Data analysis was conducted using frequency analysis, confirmatory factor analysis, t-tests, ANOVA, and hierarchical regression analyses. The regression analyses revealed that service quality has a significant and positive impact on both customer satisfaction and customer loyalty. As service quality improves, there is a corresponding increase in passengers' satisfaction levels and their loyalty to the brand. The high beta coefficients and significance levels obtained indicate a robust relationship. Notably, the model concerning customer satisfaction demonstrates a greater explanatory power related to service quality. However, it was determined that well-being does not serve as a significant moderating factor in the relationship between service quality and customer satisfaction and loyalty. In the hierarchical regression analyses, the inclusion of the interaction (product) term in the model did not result in a significant increase in explained variance, and no evidence supporting a moderating effect was found.