Examining Factors that Affect Passenger's Overall Satisfaction and Loyalty: Evidence from Jordan Airport

This paper aims at investigating the effects of service quality, satisfaction with the service recovery, value, image, and price on passenger’s overall satisfaction and loyalty. Three models are developed then analyzed. Model I studies the effect of in-flight services, flight availability, reservation and ticketing, airport services, employee services, and satisfaction with the web site and e-services on passenger's satisfaction and loyalty. Model II aims at studying the effect of service recovery, price, value, and image on passenger's satisfaction and behavioral loyalty. Model III investigates the effect of in-flight services and reservation and ticketing, airport services and employee services, reliability and flight availability, image, and value on passenger's satisfaction and on cognitive loyalty. Using statistical analysis, model I showed that in-flight services, reservation and ticketing, flight availability, reliability, employee services, airport services and satisfaction with the web site and e-services affect the passenger's overall satisfaction and that the overall passenger satisfaction affects both the behavioral and the attitudinal loyalty. While Model II revealed that the service recovery, price, value, and image affect the passenger's satisfaction and behavioral loyalty. Finally, Model III showed that in-flight services and reservation and ticketing, airport services and employee services, reliability and flight availability, image, and value affect the passenger's overall satisfaction, and that the passenger's satisfaction, in return, affects the cognitive loyalty. In conclusion, the developed models shall provide important feedback to airlines decision-makers who are significant factors that can enhance the passenger’s satisfaction and put the airline industry at a competitive edge.

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