Consumer Involvement and Brand Loyalty in Services: Evidence from the Commercial Airline Industry in Taiwan

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Title:	Consumer Involvement and Brand Loyalty in Services: Evidence from the Commercial Airline Industry in Taiwan
Authors:	Chen, Lily Shui-Lien;Wang, Michael Chih-Hung;Cheng, Julian Ming-Sung;Hadi Kuntjara
Contributors:	淡江大學管理科學學系
Keywords:	consumer involvement;brand loyalty;services;commercial airlines;standards;Taiwan
Date:	2008-08
Issue Date:	2011-10-20 16:15:29 (UTC+8)
Publisher:	Olney: Inderscience Publishers
Abstract:	This study explores the relationship between involvement and brand loyalty among flight passengers in an airline service context. We adopted three dimensions from a consumer involvement profile (CIP) and two dimensions of brand loyalty (attitude loyalty and purchase loyalty) as a conceptual framework. A total of 271 valid responses were obtained at Taiwan Taoyuan International Airport for SEM analysis. Results revealed significant relationships between attitudinal loyalty and the two involvement dimensions of pleasure and sign value. In addition, attitudinal loyalty was a significant explanatory variable in the prediction of behavioural loyalty. Implications for airline practice and further research are also discussed.
Relation:	International Journal of Services and Standards 4(4), pp.437 - 452
DOI:	10.1504/IJSS.2008.020058
Appears in Collections:	[Department of Management Sciences] Journal Article

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