Service quality and repurchase intentions in the airline industry: a multiple mediation analysis through customer citizenship behaviour

Bakır M., Atalık Ö., Itani N.

Current Issues in Tourism, cilt.28, sa.24, ss.4025-4046, 2025 (SSCI, Scopus) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 28 Sayı: 24
  • Basım Tarihi: 2025
  • Doi Numarası: 10.1080/13683500.2024.2410935
  • Dergi Adı: Current Issues in Tourism
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.4025-4046
  • Anahtar Kelimeler: airline industry, customer citizenship behaviour, expectation confirmation theory, multiple mediation, repurchase intention, Service quality
  • Samsun Üniversitesi Adresli: Evet

Özet

Building on expectation confirmation theory (ECT), this study examines the nexus between service quality and consumer repurchase intention in the airline industry, with a particular emphasis on the mediating role of customer citizenship behaviour (CCB). Utilising data from 260 respondents in the United Kingdom, the research employs partial least squares structural equation modelling (PLS-SEM) for the analysis. The findings indicate that service quality has a direct positive effect on CCB and repurchase intention. The study indicates that CCB, manifested through advocacy and tolerance, exerts a significant positive impact on consumer repurchase intention. The study uncovers that advocacy and tolerance behaviours serve as mediators in the relationship between service quality and repurchase intention, while feedback and helping do not play this role. The findings of the study contribute to the literature in the field of CCB and service quality in the airline industry.