A Moderator's Perspective From Service Quality and Purchase Intentions Relationship: A Case Study of Air Asia Airlines

摘要

In this study, it was aimed to examine the relationships between service quality, brand loyalty and intention to buy among AirAsia passengers in Malaysia. The results obtained indicate that there is a positive relationship between service quality, brand loyalty and purchase intentions, while there is a moderator effect of ticket price affecting the relationship between service quality and intention to buy among customers. With more scrutinizing, it was revealed that the effect of service quality on intention to buy is not significant for passengers when there is a higher ticket price.