Study on the influence of airline ground service experience value on consumers purchase intention

Abstract

The three-year Covid-19 pandemic caused a prolonged downturn for the airline industry in China and around the world, significantly impacting the development environment of the aviation transportation sector. As the epidemic subsided and China’s economy gradually recovered, the pent-up travel demand surged rapidly. The airlines have also ushered in a period of rapid growth. Given that the aviation transportation industry has strong service-oriented attributes, customer satisfaction plays a crucial role in shaping an airline’s brand image, market competitiveness, future profitability, and sustainable development. Data collection revealed that ground service complaints accounted for the largest proportion of complaints among domestic airlines. Therefore, this paper aims to enhance consumer experience value perception and improve customer satisfaction by structuring an experience value system. It seeks to establish the relationship between ground service customer experience value, customer satisfaction, and purchase intention in the airline industry. Additionally, it explores the extent to which ground service experience value influences consumer purchase decisions