Master of Science in Hotel Administration
William F. Harrah College of Hospitality
First Committee Member
Number of Pages
The airline industry has become the main economic resource to the United States. The airline companies have had a very mature operating base towards their marketing standing point and their target customers. Yet, customer purchase behavior has changed consistently, especially after the whole year of lockdown of COVID-19 pandemic. Customers no longer only look for the service quality when they select an airline to fly. This paper aims to explore the possible aspects that may affect customer purchase intention to a US-based airline. Many studies have indicated that service quality is no longer the only reason to attract the purchase intention. This paper is focusing on the aspects of perceived value, price, customer satisfaction, value employees, brand image, brand trust, in-flight facilities, and service failures that may affect customer purchase intention towards US-based airlines by using the secondary data to step into customer's perspective to know about their purchase intention.
customer purchase intention; US-based airlines; airline industry; SERVQUAL Model; AIRQUAL Model
University of Nevada, Las Vegas
Kuo, Ming-Chun, "Customer Purchase Intention Towards the US Airline" (2021). UNLV Theses, Dissertations, Professional Papers, and Capstones. 4328.
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