Lowest price guarantees on airline websites: Perceived believability, perceived value, and purchase intentions
Shih-Ping Jeng and
Journal of Air Transport Management, 2019, vol. 75, issue C, 85-91
Although lowest price guarantees (LPGs) are common on airlinesâ€™ official websites, a deeper understanding of how customers evaluate these guarantees is lacking. This study examines the effects of two LPG termsâ€”depth of refund and refund conditionsâ€”on customer perceptions and purchase intention. An experiment with a 2â€¯Ã—â€¯2 factorial design was conducted with a sample of 282 adults, and structural equation modelling was used to test the model. The results show that refund depth increases customer purchase intention by enhancing perceptions of the believability and value of the LPG. Strict refund conditions enhance customer purchase intention by increasing the believability of the LPGs.
Keywords: Lowest price guarantee; Airline website; Online tickets purchase (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jaitra:v:75:y:2019:i:c:p:85-91
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