Aeronautical and Astronautical Society of the Republic of China
The purpose of this study is to reveal the key role of brand equity in the causal modeling of air passenger decision-making by the use of DEMATEL and SEM. Since DEMATEL can provide IRM, NRM, and other reasonable bases for understanding and modifying SEM to avoid over-fitting, the two approaches can be complementary tools for causal analysis. DEMATEL based on survey data collected from experts is adopted to verify the air passenger decision-making model established in previous study to enhance the understanding of the relationships among air passengers’ behavioral intentions and their antecedents, including service quality, satisfaction and brand equity, based on survey data collected from passengers. The opinions of the air passengers and experts are discussed in detail. The empirical results indicate that service quality is the starting point for the post-purchase behavioral intention, and that satisfaction and brand equity are both important mediators to connect service quality and behavioral intention.
Astronautics and Aviation, Series A 45(2), p.99-105