The Effects of Perceived Warmth and Perceived Competence on Passengers’ Satisfaction and Airline’s Image: The Moderating Role of Airline’s Green Initiatives

Amir Batouei & Ai Ping Teoh


Amir Batouei

Graduate School of Business, Universiti Sains Malaysia, Pulau Penang Malaysia

Ai Ping Teoh

Graduate School of Business, Universiti Sains Malaysia, Pulau Pinang, Malaysia

Abstract

This paper empirically investigates the effects of social perceptions ‘warmth’ and ‘competence’ on passengers’ satisfaction and airline’s image. Based on the theoretical and practical background we also introduce “green initiatives” of airlines to our model as a moderator, in order to investigate if it strengthens the relationship between passengers’ warmth and competence perceptions on satisfaction and image. Partial least square structural equation modeling was employed to test the research hypotheses, and the results indicate that perceived warmth and competence have a significant impact on both passengers’ satisfaction and airlines’ organizational image, where satisfaction itself also influences airlines image. Moreover, the findings show that green initiatives moderate the relationship among perceived warmth and passengers’ satisfaction, as well as the relationship between perceived warmth and airlines’ image. The results suggest that managers should be aware of perceived warmth, perceived competence and green initiatives as key variables contributing to enhancement of customer satisfaction and shaping their airline’s image.

 

Key word: Airline’s Image, Passengers’ Satisfaction, Service Encounter, Perceived Warmth, Perceived Competence, Airlines’ Green Initiatives

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