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Investigating consumer unforgiveness and airlines avoidance

conference contribution
posted on 2023-05-24, 21:47 authored by Lin YangLin Yang, Tjiptono, F, Setyawan, A
When service failure occurs in the airline industry, passengers experience more than negative emotions when they do not forgive the offending airlines. Unforgiveness does exist and it can lead to passengers distancing themselves from and avoiding the offending airlines. The current study examines unforgiveness in more depth considering its multi-dimensionalities, and its role in passengers’ airline avoidance behaviour after service failure. An online survey was conducted with 403 respondents in several major cities in Indonesia, the fourth most populated country in the world. Structural Equation Modelling was employed, and the results highlight the significant mediating role of unforgiveness in the relationships between the key factors (i.e., service recovery and stability attribution) and the decision to avoid an airline and consumer trust of the airline. Other two important determinants including trust and alternative airline attractiveness were also shown to influence airline avoidance.

History

Publication title

Proceedings of the 2022 ANZMAC Reconnect & Reimagine Conference

Editors

P Harrigan and G Brush

Pagination

1 piece- abstract

Department/School

TSBE

Publisher

ANZMAC

Place of publication

Australia

Event title

ANZMAC Reconnect & Reimagine

Event Venue

Perth

Repository Status

  • Restricted

Socio-economic Objectives

Expanding knowledge in commerce, management, tourism and services

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    University Of Tasmania

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