Linking perceived airline service quality with passenger loyalty, repurchase intention, and word of mouth: Case study of Turkish Airlines

Current study aimed at examining the influence of Airline service quality on customer behaviour (repurchase intention and word of mouth) through the mediating effect of customer loyalty. Employing the quantitative approach, and depending on questionnaire; 222 individuals – passengers – responded to the online questionnaire which was uploaded using Google forms. Gathered data was screened and analysed based on structural equation modelling using AMOS. Results indicated that there is a positive influence of airline service quality on customer behaviour (repurchase intention and WoM) that is attributed to customer loyalty, meaning that customer loyalty mediates the relationship between airline service quality and both variables of repurchase intention and WoM. In addition to that, it was found out that airline service quality dimensions are influential on dependent variables. 'Image' and 'Personnel' are the most influential dimensions of all. Study presented implications including the fact that customer behaviour isn't a fixed trait that won't change over time. On the contrary, it develops with increased awareness from customers; their behaviour is expected to change over time. The current study may present a tool for organizations to develop their awareness regarding customer behaviour into a new level of examination and appreciation. Researcher of this study recommends examining the influence of 'Airqual' variables on marketing approaches of airline organizations. It is also recommended to examine how marketing strategies and campaigns might be influenced if the organization followed a well-built airline quality service. Keywords: Airline service quality (AirQual), customer loyalty, repurchase intention, word-of-mouth