EXPLORING THE FACTORS INFLUENCING AIRLINE CUSTOMER’S BUYBACK INTENTIONS FROM A TOURISM PERSPECTIVE
The objective of this paper is to explore the factors that influence airline customer’s buyback intentions. The study explores service quality, perceived value, and customer satisfaction of airlines based on the review of the literature. Air transport and tourism are two interlinked areas with significant interdependence. Airlines need to ensure that their customer’s needs are met and satisfied, which will enhance their buyback scope so that airlines can remain consistent in business. To ascertain the customer buyback intentions, this study identifies service quality as an independent variable, perceived value as mediating variable, and customer satisfaction as a dependent variable. The proposed hypotheses indicate that service quality may have a significant relationship to customer satisfaction, and influence buyback intentions. The perceived value may have a mediating relationship between service quality and customer satisfaction towards buyback intentions.