The Investigation of Relationship Between Airport Image, Customer Satisfaction, Word-Of-Mouth and Complaint of Airport : A Case Of Phuket International Airport
Keywords:
Airport, Image, satisfaction, complaint, word-of-mouthAbstract
Airport was vital in creating the first impression about foreign tourists travelling each destination. It was assumed that the impressive image of the airport will help create a delightful experience for tourists. This study examined the influencing the relationship between airport image, customer satisfaction, positive word-of-mouth and complaint in foreign customers’ perspective in Phuket International Airport. The quantitative method was used. The research was collected with questionnaire from 275 foreign customers in Phuket International Airport. The structural equation modeling was employed as the main method of data analysis. The results showed direct effect and indirect effect in relationship model between airport image, customer satisfaction, positive word-of-mouth and complaint. The direct effect showed that the first and second path way; airport image positively affected on customer satisfaction and positive word-of-mouth. The third path way, airport image did not influence on complaint. The fourth path way, customer satisfaction positively affected on positive word-of-mouth. The fifth path way, customer satisfaction negatively affected on complaint. The indirect path way showed that airport image positively affected on positive word-of-mouth via customer satisfaction; and airport image negatively affected on complaint via customer satisfaction. This results can be used to improve the airport image as well as customer’s satisfaction. Moreover, the customer will be increasing word-of-mouth and reducing complaints.
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