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عنوان فارسی مقاله:
نقش ارزش برای پول و کیفیت خدمات در مقاصد رفتاری: مطالعه خدمات کامل و خطوط هوایی کم هزینه
عنوان انگلیسی مقاله:
Role of value for money and service quality on behavioural intention: A study of full service and low cost airlines
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Theoretical framework
The means-end model proposed by Zeithaml (1988) suggests that the perceived value is a direct antecedent to consumer satisfaction and purchase intention. According to Zeithaml (1988), perceived value is a higher level construct which is derived from price based value and quality. The core idea of means-end theory is, individuals are goal directed and they use product/service attributes as means to achieve desired consequences (Gardial et al., 1994; Gutman, 1982). The consumers' decision to choose low cost and traditional full service airlines can also be explained by price sensitivity theory. Price sensitivity is defined as the extent to which price is an important criterion in the consumers' decision-making process (Erdem et al., 2002; Terui and Dahana, 2006). Price sensitive consumers often switch to a cheaper brand and ready to compensate service expectations for better price. While price sensitiveness is preeminent in low cost airlines, service quality is valued in traditional full service airlines (Periera et al., 2011). Hence, the study investigates the low cost and full service airline consumers' perception on value for money, service quality and its influence on consumer satisfaction and behavioural intention, using means-end chain theory and price sensitivity theory (Fig 1).
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کلمات کلیدی:
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