Service quality, corporate image and word-of-mouth in Vietnam domestic airline service

Abstract

The purpose of this study is to examine the impact of airlines service quality on word-of-mouth through corporate image. Survey data were collected from 298 passengers who have used the domestic airline service at Tan Son Nhat airport. Research results reveal that domestic airline service quality includes four components: convenience, reliability, passenger service, and in-flight service. The SEM analysis result, moreover, shows that there is no significantly direct impact of service quality on WOM, that only exerts an indirectly positive impact of service quality on WOM through the airline image. Finally, the implications for managers and directions for further research are discussed as well