The Impact of Foreign Flight Attendants’ Service Quality on Behavioral Intention Toward Their Home Country—Applied SERVPERF Model

Abstract

This study applied a service performance (SERVPERF) model to measure service quality and used a quantitative method for testing four research hypotheses. This research aims to examine the impacts of foreign flight attendants’ service quality on behavioral intention toward their home country. As a result, the service touch of foreign flight attendants was influenced by curiosity, image, and behavioral intention toward their home country. Thus, this is an important finding that flight attendants conduct a crucial role not only for the airline but also for tourism in their home country. And empathy was found to be the most important dimension of service quality when a flight attendant offered a service to foreigners. This dimension was related to individual attention and communication skills. However, the limitation of this study is that the respondents were passengers of only one nationality; further research should, therefore, include a more diverse range of nationalities.