Rohaizat Baharun

The Role of Airline Travelers’ Pre-Recovery Emotions during the Service Recovery Process

ABSTRACT This study examines (1) the relationships between airline travelers’ casual attribution (stability and controllability), pre-recovery emotions, post-recovery emotions, and overall satisfaction; and (2) analyzes the mediating effect of pre-recovery emotions on the relationship between causal attribution and post-recovery emotions. Theoretical hypotheses were derived based on a literature review, and to empirically test the hypotheses, data were collected from 210 airline travelers in Malaysia. These respondents were airline travelers who experienced some service failure and relevant service recovery within the past year. According to the results, the two dimensions of casual attribution both influenced pre-recovery emotions. Pre-recovery emotions were significantly related to positive and negative post-recovery emotions, and post-recovery emotions were significantly related to overall satisfaction. In addition, pre-recovery emotions moderated the relationship between casual attribution and post-recovery emotions. These results have important practical implications.

The Relationship of Customer Perceived Risk and Customer Satisfaction

This article aims to address the relationship between customer’s Perceived Risk and customer’s satisfaction. In industries with high competition like the Airline industry, it is vital to know the customers’ needs, in order to satisfy, and to keep them loyal. Moreover, this article aims to present a strategy by deal with influence of relationship marketing, brand image, and service quality to decrease customer’s perceived risk and increase customer satisfaction. Hypotheses are tested on questionnaire data on 776 passengers of Iranian airlines in an International Airport. The data was then analyzed by Structural Equation Modeling. The results indicate that service quality, relationship marketing, and brand image are related with customer’s perceived risk. In addition, strong negative correlation has been found between the perceived risk and customer’s satisfaction. The results are limited to airline industry and data collected from one international airport. More examples of researches from other industries and gathering data from larger population will help generalization of suggested model. Managers need improvement of service quality, relationship marketing, and brand image in order to decreasing the customer’s perceived risk and increasing customer’s satisfaction in order to improve the firm’s profitability and performance. This study contributes to the knowledge by empirical study in customer’s perceived risk and customer’s satisfaction relationship. Moreover, proposing an applicable model to reduce perceived risk and increase the customer’s satisfaction will help scholars and practitioners. DOI: 10.5901/mjss.2016.v7n1s1p161

The Determinants of Customers' Behavioral Intentions after Service Failure: The Role of Emotions

This study explores the effects of stability and controllability, two dimensions of causal attribution, on airline travelers’ negative behavioral intentions, namely switching and negative word-of-mouth (WOM) intentions, through their negative emotions. Data were collected through a survey of airline travelers who experienced a service failure in the past year. Results indicate that both causal attribution dimensions affect negative behavioral intentions. The results also confirmed the moderating role of negative emotions in the stability/controllability and switching intention relationship as well as stability and negative WOM relationship. Managerial implications of these findings are briefly discussed.