ABSTRACT

Recognizing the importance of consumers’ voluntary behaviors at the post-consumption, the purpose of this study is to identify factors influencing customer citizenship behaviors in the airline industry. This study collected 957 response data using the online survey and analyzed the data by a series of Partial Least Square analyses. It was found that both tangible and intangible aspects of the airline service have positive influences on customer satisfaction and loyalty, which ultimately lead to consumer citizenship behavior comprising advocacy, feedback, tolerance and helping. Interestingly, while satisfaction has the highest relationship with tolerance, loyalty has the lowest association with tolerance among those four types of citizenship behaviors. As a result, this study suggests important airline marketing and operational strategies to motivate the customer citizenship behaviors.

KEYWORD

Tangible Quality, Intangible Quality, Customer Satisfaction, Loyalty, Customer Citizenship Behavior, Airline Service

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