Service Quality and Customer Loyalty of Airline Enterprises: A Dual-Intermediary Model

Main Article Content

Xianli Wang


This article aims to improve the service quality of China airlines and increase customer loyalty, which is based on the service quality model, with enterprise trust and corporate image as the dual-intermediary model, discussing the impact on customer loyalty and constructing a research model that affects customer loyalty. To further reveal which aspects of airline customer loyalty are affected, this article deepens the research on airline customer loyalty. This is a quantitative study with a sample of 449 Chinese passengers appearing on Chinese airlines, and a convenience sample of paper-based questionnaires at the airport. The result of this study is the development of a causal model consisting of four components: service quality, enterprise trust, corporate image, and customer loyalty, which is largely consistent with empirical data. Statistical results show chi-square statistical goodness-of-fit test χ2/df=2.34, GFI=0.92, AGFI=0.90, RMR=0.046, RMSEA=0.06. The final result is a predictive coefficient of 0.68, indicating that the variables in the model can explain 64% variance of customer loyalty. The results show that airline service quality, enterprise trust, and corporate image can significantly improve customer loyalty; In particular, while airline service quality has a significant impact on enterprise trust, corporate image, and customer loyalty, the service quality of airlines can indirectly affect customer loyalty through enterprise trust and corporate image. This paper applies the theory to airlines, verifies the relationship between airline service quality and loyalty, and demonstrates that corporate the dual intermediary role of enterprise trust and corporate image, providing relevant advice for Chinese airlines.

Article Details

How to Cite
Wang, X. (2023). Service Quality and Customer Loyalty of Airline Enterprises: A Dual-Intermediary Model. Journal of Multidisciplinary in Humanities and Social Sciences, 6(3), 1226–1243. Retrieved from
Research Articles
Author Biography

Xianli Wang, International College, Krirk University Thailand




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