The Influence of Airline Service Quality on Customer Loyalty with Customer Satisfaction as a Mediator

บทคัดย่อ

This research investigates the complex correlation between the quality of airline services, customer satisfaction, and customer loyalty in Chongqing, China. Using Structural Equation Modeling (SEM), we analyzed the direct influence of service quality on customer satisfaction and its subsequent impact on loyalty in a sample of 323 individuals with diverse income levels. The structural equation modeling (SEM) research showed that the service quality construct, which encompasses dependability, responsiveness, assurance, and empathy, had a path coefficient 1.00. This indicates a virtually perfect positive impact on customer satisfaction. Moreover, customer satisfaction was a significant mediator in the connection, with a path coefficient of .28, indicating a substantial impact on customer loyalty. The research objective was to investigate the relationship between service quality and customer loyalty, assess the significant impact of these elements, and develop a model to understand their interconnectedness in the airline industry in Chongqing. The empirical data supported a high-fidelity model, as shown by favorable fit indices such as GFI, AGFI, CFI, and TLI, an appropriate ratio of Chi-square to degrees of freedom, and a significant p-value. The low RMSEA and RMR values further supported the model's integrity, while the high NFI suggested significant predictive potential. The results emphasize the crucial need for airlines to prioritize service quality to improve customer happiness. The emphasis on this aspect is vital for cultivating loyalty, which is essential for attaining long-term commercial prosperity. This research highlights the significance of ongoing enhancements in service quality to establish a devoted client base, which is crucial to gaining a competitive advantage and achieving profitability in Chongqing's fiercely competitive aviation market. The strong statistical evidence and practical consequences of this study support adopting a customer-centric strategy for business operations in the airline industry.