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Factors Affecting Passengers' Satisfaction and Repurchase Intention of Taiwan-Japan Low-cost Carriers
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Customer satisfaction and repurchase intention are important issues of service industry. In the context of the economic downturn, the airline industry with increasing competition is no exception. Therefore, the purpose of this paper is to explore what factors affecting satisfaction and repurchase intension of low-cost carrier (LCC) passengers. Based on theory of planned behavior (TPB) and theory of reasoned action (TRA), a structural equation model (SEM) was established. Price, add-on service, booking channel and schedule were proposed as independent variables. A total of 302 completed questionnaires were received to test the relationships among the constructs.
The result from this study indicates that (1) price, add-on service, booking channel and schedule have significant and positive effect on customer satisfaction, (2) customer satisfaction has a significant and positive effect on repurchase intention, (3) schedule has a significant and positive direct effect on repurchase intention. These findings offer a direction for LCCs to formulate strategy and improve competitiveness.
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