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Understanding the Repurchase Intention of Premium Economy Passengers Using an Extended Theory of Planned Behavior

Jun Hwan Kim () and Hyun Cheol Lee ()
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Jun Hwan Kim: School of Business, Korea Aerospace University, Goyang-si 10540, Korea
Hyun Cheol Lee: School of Business, Korea Aerospace University, Goyang-si 10540, Korea

Sustainability, 2019, vol. 11, issue 11, 1-19

Abstract: This study investigates the repurchase intention of passengers who have experienced premium economy class. To achieve the research purpose, we examine the relationship among psychological factors, perceived price, perceived service quality, perceived value and repurchase intention using a research model extended from the theory of planned behavior (TPB). The survey data were collected both airside and landside at two major Korean international airports from 382 passengers who used premium economy class. The results show that the repurchase intention of passengers is influenced by the attitude, perceived behavioral control, and perceived value derived from price and service quality; repurchase intention is not influenced by the subjective norm. These findings will enable air carriers to better understand the intention of premium economy passengers with respect to psychological and service value perspectives. They can also be used to improve marketing capabilities and the sustainable profitability of premium economy service.

Keywords: perceived price; perceived service quality; perceived value; premium economy class; theory of planned behavior (search for similar items in EconPapers)
JEL-codes: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2019
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