Impact of Airline Service Quality on Airline Image and Tourist Post Purchase Behavioral Intention

Abstract

With the increasing competition among the airlines, Service Quality is becoming a prime concern to establish airline distinctiveness for passenger satisfaction. The better service quality has been benefiting enormously both the service providers as well as the service users. Due to globalization, especially in tourism sector, the focus is shifting towards providing Quality services and Quality experiences to tourist passengers travelling by air. The present study was carried out to analyze the impact of airline service quality on airline image, and tourist post-purchase behavioral intention. This study was intended to suggest a framework for providing Quality services to the tourist passengers arriving at Srinagar International Airport which could help the airlines to gain competitive advantage. newlineIn order to study the extent of service quality that could help in brand building and its image among the passengers, the Service Quality Model suggested by Parasuraman was modified to the extent as it was inconsistent or otherwise lacking in certain important elements which greatly influence the brand image of an airline. The SERVQUAL as suggested by Parasuraman model consists of five dimensions (Tangibility, Responsiveness, Reliability, Assurance, and Empathy) with 22 elements. Parasuraman, (1988) model of SERVQUAL as addressed in Indian airlines lacks in some main elements which strongly influence the passenger psyche and opinion building regarding airline image, and behavioural intention to establish a permanent relationship with the service provider. newlineThe alignment of various unique items which effect the preference of airlines are yet to be established in airlines industry like processing of luggage, refreshment during delay of a flight, absence of grievance redress cell, accommodation of passengers due to flight cancellation, toll free number services, free SMS service alerts, entertainment facilities in SHA s (Security Hold Area), need for paging calls, level of cleanliness of toilets inside air craft, updated air