A multi-group analysis of social media engagement and loyalty constructs between full-service and low-cost carriers in Hong Kong

C.K.M. Lee, K.K.H. Ng, Hing Kai Chan, K.L. Choy, W.C. Tai and L.S. Choi

Journal of Air Transport Management, 2018, vol. 73, issue C, 46-57

Abstract: This study investigates the factors that influence customer loyalty to full-service carriers and low-cost carriers in the Hong Kong airline industry. A hypothesis model is proposed to examine the relationship of various drivers of customer loyalty. In this study, engagement in social media was used to assess the effect of advertising, while the impacts of perceived service quality were considered to measure the effect on perceived value, and their impacts on customer satisfaction and loyalty. Three hundred and fifty-six questionnaires were distributed at the Hong Kong International Airport to collect data. The multi-group analysis was conducted to evaluate the hypothesis model with two groups of passengers. The results confirmed that social media engagement, perceived service quality, and perceived value have an incidental relationship to customer satisfaction. Media engagement and service quality are the strong predictors of attitudinal and behavioural loyalty in low-cost carriers. Interestingly, our findings show that the two groups of passengers have notable differences regarding loyalty construction, which adequately explain how passengers have different service expectations and needs.

Keywords: Perceived value; Multi-group analysis; Customer loyalty; Social media engagement; Airline industry; Structural equation modelling (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969699717301825
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jaitra:v:73:y:2018:i:c:p:46-57

DOI: 10.1016/j.jairtraman.2018.08.009

Access Statistics for this article

Journal of Air Transport Management is currently edited by Anne Graham

More articles in Journal of Air Transport Management from Elsevier
Bibliographic data for series maintained by Catherine Liu ().