Customer Satisfaction with Commercial Airlines: The Role of Perceived Safety and Purpose of Travel

Journal of Marketing Theory and Practice, Vol. 19, No. 4, pp. 459–472, 2011

Posted: 24 Jan 2014

See all articles by Christian M. Ringle

Christian M. Ringle

Hamburg University of Technology (TUHH); Waikato Management School

Marko Sarstedt

Otto-von-Guericke-Universität Magdeburg; University of Newcastle (Australia)

Lorenz Zimmermann

Ludwig Maximilian University of Munich

Date Written: 2011

Abstract

This study investigates the customer satisfaction of airline passengers and introduces perceived safety as a satisfaction driver, which has not yet been considered in the literature. Applying structural equation modeling to data collected from a sample of airline passengers reveals that perceived safety is one of the key drivers that can explain the degree of overall customer satisfaction. This relationship is, however, strongly moderated by the purposes for which airline passengers travel (i.e., either for business or pleasure). Perceived safety has a significantly greater impact on the overall customer satisfaction of people who travel for pleasure than on that of business travelers, which implies that airlines should more strongly emphasize safety features in advertising aimed at leisure travelers.

JEL Classification: A00

Suggested Citation

Ringle, Christian M. and Sarstedt, Marko and Zimmermann, Lorenz, Customer Satisfaction with Commercial Airlines: The Role of Perceived Safety and Purpose of Travel (2011). Journal of Marketing Theory and Practice, Vol. 19, No. 4, pp. 459–472, 2011. Available at SSRN: https://ssrn.com/abstract=2383836

Christian M. Ringle (Contact Author)

Hamburg University of Technology (TUHH) ( email )

Schwarzenbergstr. 95 (D)
Hamburg, D-21071
Germany

HOME PAGE: http://www.tuhh.de/hrmo

Waikato Management School ( email )

Te Raupapa
Private Bag 3105
Hamilton, 3240
New Zealand

Marko Sarstedt

Otto-von-Guericke-Universität Magdeburg ( email )

Universitätspl. 2
PSF 4120
Magdeburg, D-39106
Germany

University of Newcastle (Australia) ( email )

University Drive
Callaghan, NSW 2308
Australia

Lorenz Zimmermann

Ludwig Maximilian University of Munich ( email )

Geschwister-Scholl-Platz 1
Munich, Bavaria 80539
Germany

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