| dc.description.abstract | The study aims to analyze and evaluate the determinants of Vietnamese passengers’ repurchase
intentions in the airline industry, in the context of Korean Air. A questionnaire was directly delivered to
367 respondents previously traveling with Korean Air and this will become the primary data for
components analysis. Only one quantitative approach was adopted in this research for data collection
process. The paper was done to analyze the relationships between key factors of airline service (price,
brand image, in-flight service and safety) with perceived service quality and customer trust as the
mediatory role of repurchase intention. By applying PLS-SEM, the results indicated the influence of four
independent variables on perceived service quality, whereas that of repurchase intention found no effects
from in-flight service, price and safety; and customer trust was said to be unaffected by in-flight service.
In mediation test, there is no mediating effect from in-flight service at customer trust to intentions to
repurchase. Staying at the position as South Korea's flag carrier, it is vital for the business to improve
service quality, enhance customer trust, and trigger passengers’ repurchase intention. Besides, some
suggestions would be figured out to help Korean Air properly adjust their service performance and retain
the current passengers. | en_US |
