The impact of service quality, satisfaction, value and switching barrier on customer loyalty in Chinese airline industry

The Chinese airline industry is the most promising market both in terms of the huge opportunity. It has experienced fast grow rate and is now facing a restructured and private entry issue. Under the consideration the launching of the highway and high-railway, the industry is shifting its strategic focus away from price cutting for attracting new customers, towards retaining existing customers through consolidation of service quality and the promotion of customer loyalty. This paper investigates how perception of service quality and switching barriers directly and indirectly influence customer loyalty. An empirical example based on the frequent flyer program market in Chinese indicates support for role of main antecedents of customer loyalty. Managerial implications of the results are discussed