Explore airlines’ brand niches through measuring passengers’ repurchase motivation—an application of Rasch measurement

Explore airlines’ brand niches through measuring passengers’ repurchase motivation—an application of Rasch measurement

Journal: Air Transport Management

Author: Hsin-Li Chang, Cheng-Hua Yang

Published: 2008

Abstract

This study develops a method of measuring airline repurchase motivation exploring service items affecting repurchase, and aiding airlines to self-evaluate their service marketing. An empirical study is conducted involving interviewing 1457 repeat patrons of four major airlines that fly between Taipei and Hong Kong. Rasch measurements converting raw ordinal responses into interval scale values was applied to identify the relatively strong and weak service items for each airline.

Keywords: Service quality, Repurchase motivation, Brand niche, Critical incident technique, Rasch measurement

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