Factors Influencing Willingness-to-repurchase Airline Services in Nigeria

Abstract

Abstract Background: This study examined the factors influencing willingness-to-repurchase for each class of airline service, and integrate the constructs of service quality, satisfaction, and willingness-to-repurchase which were rooted on Engel-Kollat-Blackwell (EKB) model. The study focuses on the domestic and international arrival of passengers at Murtala Muhammed International Airport in Lagos and Nnamdi Azikwe International Airport in Abuja. Information was gathered from domestic and foreign passengers who had post-purchase experience and had used the airline's services more than once. The survey data were obtained concurrently from arrival passengers at two major international airports in Lagos and Abuja using an electronic questionnaire. The e-questionnaire targeted 606 respondents using purposive sampling and snowball sampling techniques. The data was analysed using the ordinal logit model and structural equatin model. Results: From the 606 respondents, 524 responses were received but 489 responses were valid for data analysis and reporting and were obtained mostly from economy and business class passengers. The study found that the quality of 30-32 inches seat pitch; accessibility to digital TV during flight; allowance of 30kg luggage permission; and availability of online check-in 24 hours before the departing flight are the major service factors influencing willingness-to-repurchase for an economy ticket. Also, the quality of space for legroom between seats is wide (79 to 87 inches seat pitch) and the quality of seats can be converted into a fully flat bed; are the major service factor influencing willingness-to-repurchase economy tickets. Also, it was found that passengers' willingness to repurchase is influenced majorly by service quality, but not necessarily influenced by satisfaction. Conclusions: The study identified the factors influencing willingness-to-repurchase for economy and business class tickets. It was concluded that seat comfort and baggage handling are most crucial in bth economy and business class tickets. From these findings, it was revealed that airlines will be able to have a better understanding of passengers’ willingness-to-repurchase airline services, especially for the economy and business fares concerning satisfaction perspectives, and can also be employed to improve business profitability and airline marketing capabilities.Recommendations were suggested for airline management based on each class.