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FACTORS INFLUENCING WILLINGNESS TO REPURCHASE AIRLINE SERVICES IN NIGERIA

Abstract

This study examined the factors influencing willingness-to-repurchase for each class of airline service, and integrate the constructs of service quality, satisfaction, and willingness-to-repurchase which were rooted on Engel-Kollat-Blackwell (EKB) model. The study focuses on the domestic and international arrival of passengers at Murtala Muhammed International Airport in Lagos and Nnamdi Azikwe International Airport in Abuja. Information was gathered from domestic and foreign passengers who had post-purchase experience and had used the airline’s services more than once. The survey data were obtained concurrently from arrival passengers at two major international airports using an electronic questionnaire through random and purposive sampling techniques. The data was analysed using the ordinal logit model and structural equation model. From the 606 respondents, 524 responses were received but 489 responses were valid for data analysis and reporting and were obtained mostly from economy and business class passengers. The study found that the quality of seat pitch, allowance of 30kg luggage permission, availability of online check-in 24 hours before the departing flight, quality of space for legroom between seats, and the quality of seats that can be converted into a fully flat bed are the major service factors influencing willingness-to-repurchase economy and busness class tickets. Also, it was found that passengers’ willingness to repurchase is influenced majorly by service quality, but not necessarily influenced by satisfaction. These results reflect the passengers’ conciouness of COVID-19 because the study was conduted during the heat of COVID-19 pandemic. Recommendations were suggested for airline management based on each class.
Keywords: Service attributes; Willingness-to-repurchase; Service quality; Satisfaction; Ordinal logit model; Airline classes

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