THE INFLUENCE OF SMARTPHONE APPLICATIONS SERVICE QUALITY ON BRAND EQUITY AND REPURCHASING INTENSION FOR LOW-COST AIRLINE MARKET”

Abstract

The aims of this study is to develop a conceptual framework factors that present the dimensions of smart phone application service quality and examine each of the apps quality factors on brand equity and repurchasing intension within low cost airline operated in Thailand. For this purpose, a framework to measure apps service quality was developed and validated. Since there is a speculation on the connection between apps service quality and brand equity as well as repurchasing decision, but no empirical evidence have been found on each factor of apps service quality on the mentioned dependent variables. Therefore, a conceptual model identifying their influences was developed through structural equation modeling (SEM) based on surveys of 455 experience low cost airline passengers who has experienced in using mobile application services. The results presented four factors determining mobile application service quality namely mobile applications design, system reliability, personal security, and fulfilment and accuracy. Out of these four factors, mobile applications design and fulfilment and accuracy has a significant direct effect on brand equity but not repurchasing intension. However, repurchasing intension was fully mediated by brand equity.