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Relational benefits, switching barriers and loyalty: A study of airline customers in Taiwan

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  • Chang, Yu-Hern
  • Chen, Fang-Yuan

Abstract

A model of looking at switching barriers and customer loyalty stemming from customer relational benefits is developed. In-depth interviews with airline customers revealed that, in addition to confidence, social, and special treatment benefits originally identified in the Western cultural context, ‘respect benefits’ surfaced as an additional relational benefit type in Taiwan. The hypotheses were tested using data collected from airline relational customers. Results showed that social benefits and confidence benefits had significant and positive influences on switching barriers and certain relational benefits had a larger effect on switching barriers and customer loyalty than others.

Suggested Citation

  • Chang, Yu-Hern & Chen, Fang-Yuan, 2007. "Relational benefits, switching barriers and loyalty: A study of airline customers in Taiwan," Journal of Air Transport Management, Elsevier, vol. 13(2), pages 104-109.
    • Handle: RePEc:eee:jaitra:v:13:y:2007:i:2:p:104-109
    DOI: 10.1016/j.jairtraman.2006.10.001
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    1. Balabanis, George & Reynolds, Nina & Simintiras, Antonis, 2006. "Bases of e-store loyalty: Perceived switching barriers and satisfaction," Journal of Business Research, Elsevier, vol. 59(2), pages 214-224, February.
    2. Kim, Moon-Koo & Park, Myeong-Cheol & Jeong, Dong-Heon, 2004. "The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services," Telecommunications Policy, Elsevier, vol. 28(2), pages 145-159, March.
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    2. de Oña, Juan & de Oña, Rocío & Eboli, Laura & Mazzulla, Gabriella, 2013. "Perceived service quality in bus transit service: A structural equation approach," Transport Policy, Elsevier, vol. 29(C), pages 219-226.
    3. Sergios Dimitriadis & Christos Koritos, 2014. "Core service versus relational benefits: what matters most?," The Service Industries Journal, Taylor & Francis Journals, vol. 34(13), pages 1092-1112, September.
    4. Henderson, Isaac Levi & Tsui, Kan Wai Hong & Ngo, Thanh & Gilbey, Andrew & Avis, Mark, 2019. "Airline brand choice in a duopolistic market: The case of New Zealand," Transportation Research Part A: Policy and Practice, Elsevier, vol. 121(C), pages 147-163.
    5. Phuong T. Nguyen & Hieu V. Cao & Hiep M. Phuoc & Phong T. Tran, 2022. "Effects of Relational Benefits in the Model of Customers’ Benefits and Relationship Quality in Vietnam," Economies, MDPI, vol. 10(11), pages 1-20, November.
    6. Wang, Yu-Yin & Wang, Yi-Shun & Lin, Tung-Ching, 2018. "Developing and validating a technology upgrade model," International Journal of Information Management, Elsevier, vol. 38(1), pages 7-26.
    7. Muhammad Irfan & Mohammad Farid Shamsudin & Noor Hadi, 2016. "How Important Is Customer Satisfaction? Quantitative Evidence from Mobile Telecommunication Market," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(6), pages 1-57, May.
    8. Kowoon Kim & Hong-Youl Ha, 2023. "Do Changes in Attribute Weights between Two Platforms Alter Interplay Effects in the O2O Era? Two Time-Lag Intervals in the Tourism Sector," Sustainability, MDPI, vol. 15(14), pages 1-16, July.
    9. Utkarsh, & Gupta, Roopak Kumar, 2022. "Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    10. Liang, Dapeng & Ma, Zhenzhong & Qi, Liyun, 2013. "Service quality and customer switching behavior in China's mobile phone service sector," Journal of Business Research, Elsevier, vol. 66(8), pages 1161-1167.
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    13. Jamal Joudeh & Ala’ O. Dandis, 2018. "Service Quality, Customer Satisfaction and Loyalty in an Internet Service Providers," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(8), pages 108-108, June.
    14. Dwayne D. Gremler & Yves Vaerenbergh & Elisabeth C. Brüggen & Kevin P. Gwinner, 2020. "Understanding and managing customer relational benefits in services: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 565-583, May.
    15. Mª. Oviedo-García & Manuela Vega-Vázquez & Mario Castellanos-Verdugo, 2015. "CRM and RQ as key factors in retail setting services in an economic crisis context. The case of travel agencies," Service Business, Springer;Pan-Pacific Business Association, vol. 9(4), pages 663-685, December.

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