Impact of service failures on brand loyalty: a study of overbooking in the airline industry

Impact des défaillances de service sur la fidélité à la marque: étude sur la surréservation dans le secteur aérien

Abdenour-Karim Khelifi
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Abdenour-Karim Khelifi: Esthua Faculté de Tourisme, Culture et Hospitalité

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Abstract: This conceptual study aims to investigate the impact of denied boarding (a direct consequence of overbooking policies) in air transport on airline customer loyalty. Drawing on the work of Bejou and Palmer (1998), Wangenheim and Bayon (2007) and Dalalah, Ojiako & Chipulu's (2020), the author develops a conceptual model for measuring the impact of sdenied boarding on airline loyalty, based on two distinct behavioural responses. Specifically, the research problem investigated is to understand the extent to which denied boarding impacts customer loyalty to the airline, according to the two scenarios of voluntary denied boarding (1) and involuntary denied boarding (2). The overall aim of this study is to provide academic researchers and practitioners with a better understanding of the determinants of loyalty in the airline industry, and to help airlines better manage reputational damage and improve brand loyalty.

Keywords: Overbooking; Airlines; Denied boarding; Brand loyalty; brand loyalty; brand trust; service failure; overbooking involuntary denied boarding brand loyalty brand trust service failure; overbooking; involuntary; denied boarding (search for similar items in EconPapers)
Date: 2024-04-21
Note: View the original document on HAL open archive server: https://hal.science/hal-05129492v1
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Published in Annual International Conference of Travel and Tourism Research Association (TTRA), Travel and Tourism Research Association (TTRA), Apr 2024, George, South Africa

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