Product performance and its role in airline image generation and customer retention processes: gender difference

Abstract

This study was designed to explore the formation of airline customers repeat purchase intention by considering the direct and indirect role of core-product and service encounter performances, hedonic and utilitarian values, and overall airline image, and by taking the moderating role of gender into account. Our results uncovered the significant role of these study variables and verified the strong prediction power of the proposed framework for intention. In addition, our result demonstrated that the strength of the relationship among value dimensions, overall image, and intention are significantly dissimilar across male and female customers. Value dimensions and image were significant mediators.