A study on the impact of service recovery on repurchase intention and electronic word-of-mouth among airline passengers

During air travel, addressing service failures experienced by passengers in a timely, adequate, and customer-focused manner by airlines is crucial to prevent the development of negative feelings and perceptions toward the airline. A review of the literature reveals a limited number of studies that specifically integrate the variables of service recovery, passenger satisfaction, electronic word-of-mouth (EWOM), and repurchase intention in the airline industry. The primary aim of this study is to examine whether timely, adequate, and customer-oriented service recovery influences repurchase intention through passenger satisfaction. Additionally, the impact of passenger satisfaction on electronic word-of-mouth will also be investigated. The study further aims to contribute to the literature by analyzing differences based on variables such as the duration and purpose of the most recent flight where a service failure occurred, the airline involved, and the type of service failure experienced. To comprehensively analyze the dimensions of service recovery, a measurement tool based on the "justice theory" was employed. The study collected 416 surveys from passengers at airports in Istanbul, Ankara, and Trabzon who reported having experienced service failures. The data were analyzed using structural equation modeling (SEM). The results indicate that the sub-dimensions of service recovery, specifically resolution adequacy and customer relations, significantly influence repurchase intention through passenger satisfaction. Furthermore, passenger satisfaction was found to have a direct and significant effect on repurchase intention. Finally, the impact of passenger satisfaction on electronic word-of-mouth was found to be more pronounced among passengers who shared negative opinions. The findings of the study serve as a guide for airline companies to improve their service recovery strategies and adopt a more customer-focused approach. Keywords: Service recovery, Passenger satisfaction, Repurchase intention, Electronic word-of-mouth, Air transportation