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

Bakir M., Atalik Ö., Itani N.

CURRENT ISSUES IN TOURISM, vol.28, no.24, pp.4025-4046, 2025 (SSCI, Scopus) identifier identifier

  • Publication Type: Article / Article
  • Volume: 28 Issue: 24
  • Publication Date: 2025
  • Doi Number: 10.1080/13683500.2024.2410935
  • Journal Name: CURRENT ISSUES IN TOURISM
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, Aquatic Science & Fisheries Abstracts (ASFA), CAB Abstracts, Geobase, Hospitality & Tourism Complete, Hospitality & Tourism Index, PAIS International, Veterinary Science Database
  • Page Numbers: pp.4025-4046
  • Keywords: airline industry, customer citizenship behaviour, expectation confirmation theory, multiple mediation, repurchase intention, Service quality
  • Anadolu University Affiliated: Yes

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 findings 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.