Service quality and repurchase intentions in the airline industry: a multiple mediation analysis through customer citizenship behaviour

Abstract

Building on expectation confirmation theory (ECT), this study examines the nexus between service quality and consumer repurchase intention in the airline industry, with a particular emphasis on the mediating role of customer citizenship behaviour (CCB). Utilising data from 260 respondents in the United Kingdom, the research employs partial least squares structural equation modelling (PLS-SEM) for the analysis. The indings indicate that service quality has a direct positive effect on CCB and repurchase intention. The study indicates that CCB, manifested through advocacy and tolerance, exerts a significant positive impact on consumer repurchase intention. The study uncovers that advocacy and tolerance behaviours serve as mediators in the relationship between service quality and repurchase intention, while feedback and helping do not play this role. The findings of the study contribute to the literature in the field of CCB and service quality in the airline industry.