Multiple Conceptual Modelling of Perceived Quality of In-flight Airline Services

Despite growing literature on the different aspects of airline service quality in relation to behavioural intentions, less attention has been paid to some specific aspects of in-flight services. The focus of the present research is, therefore, on a multiple conceptual model of the quality of in-flight services in relation to passengers’ perception of value, followed by recommendations (word of mouth - WOM) of airlines, as well as the quality and comfort of airline seats. The study is performed using two databases of reviewers’/passengers’ opinions regarding the quality of in-flight airline services and airline seat comfort. Our research results reveal that the perceived comfort of the airplane seat is the most important factor of passengers’ perceived quality of in-flight airline services, which also considerably affects the passengers’ perception of value, and consequently moderates behavioural intentions (in our research, expressed through positive WOM). The analysis of the relative importance of the components of perceived airline seats’ comfort shows that seat width is the most significant factor that contributes to the overall perceived comfort of the airline seat.Kljub obsežni literaturi o različnih vidikih kakovosti letalskih storitev v povezavi z vedenjskimi namerami potnikov, so bili nekateri posebni vidiki kakovosti letalskih storitev med samim letom v preteklosti deležni manjše pozornosti. Tako je v ospredju pričujoče raziskave multipli konceptualni model zaznane kakovosti letalskih storitev med letom, v povezavi z zaznano vrednostjo s strani potnikov, kateri sledi priporočilo (“od ust do ust”) letalske družbe, kot tudi udobje ter zaznana kakovost letalskih sedežev. Raziskava temelji na dveh podatkovnih bazah, ki vsebujejo mnenja potnikov o zaznani kakovosti letalskih storitev med letom ter o udobnosti letalskih sedežev. Rezultati raziskave kažejo, da je zaznana kakovost letalskih sedežev s strani potnikov, najpomembnejši dejavnik zaznane kakovosti letalskih storitev med letom, ki hkrati znatno vpliva na zaznano vrednost storitve ter posledično oblikuje vedenjske namere (v naši raziskavi izražene s pozitivnim priporočilom “od ust do ust”). Analiza relativne pomembnosti posameznih komponent zaznane kakovosti letalskih sedežev pa kaže, da je širina sedeža najpomembnejši dejavnik, ki prispeva k celokupnemu zaznanemu udobju letalskega sedeža