Impact of Service Quality and Brand Image on Satisfaction of Airline Passengers in India: A SEM Approach

Abstract

The purpose of the study is to examine the effect of service quality, price and brand image on
customer satisfaction and customer loyalty in the low-cost airlines offering services in India. A sample
population of 512 airline passengers who deboarded at the New Delhi domestic airport was surveyed to
empirically test the hypothesized relationships among the constructs of service quality, brand image,
airline pricing, satisfaction and loyalty.The Analysis of Moment Structure (AMOS) software was used
for Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) for assessing the
reliability and validity of the measurement model and analyze the data and test study hypotheses. The
findings of the study reveal that the brand image of low-cost airlines has a significant effect on customer
satisfaction leading to customer loyalty. The quality of in-flight services and pricing too contribute
toward passenger satisfaction.