Relationship Between Self-Service Technologies’ Service Quality, Satisfaction, Attitudinal and Behavioral Loyalty of Airline Passengers

Abstract

This study aims to examine how the service quality of self-service technologies (SSTs) affects the attitudinal and behavioral loyalty of airline passengers. To examine the service quality in the customer–technology interaction context, this study employs the SSTQUAL scale of Lin and Hsieh (2011). A total of 391 responses were analyzed using a structural equation modelling technique. The results showed that the seven SSTQUAL dimensions reflected the service quality of airline SSTs, supporting the validity of the SSTQUAL scale in the airline context. The study also indicates a strong link between perceived SST service quality and passenger satisfaction. The mediating role of attitudinal loyalty in the link between passenger satisfaction and behavioral loyalty was also revealed. This research improves understanding of the relationship between the service quality of airline SSTs, passenger satisfaction, and two aspects of loyalty.