Séminaire croisé ESTHUA – Axe 5 “ Effects of Service Failure on Brand Loyalty: a Study of Overbooking in the Airline Industry.”, 18 septembre 2023 de 14h à 15h20

L’ESTHUA Faculté de Tourisme, Culture et Hospitalité propose, avec le soutien de l’Axe 5 “Tourisme, territoire, solidarités” de la SFR Confluences et du GIS Études Touristiques, un cycle de séminaires de recherche en tourisme.

Le prochain séminaire aura lieu le lundi 18 septembre 2023, de 14h à 15h20 à l’ESTHUA (Angers, Campus Saint-Serge), en salle 302.

Synopsis 

This study is interested in measuring the effect of boarding denials (a direct consequence of overbooking) on customer brand loyalty in the commercial airline industry;

While service failure and the effects of service failure have both been widely studied in the services industry, the effect of service failure on brand loyalty in airlines has received very limited attention in the Marketing literature.  Even fewer Marketing studies have examined the impact of overbooking as a service failure on brand loyalty. This study aims to bridge this gap in the literature.

Building on the work of Bejou and Palmer (1998), as well as Wangenheim and Bayon (2007) the author develops a conceptual model aimed at determining the brand loyalty outcome on the basis of two differential behavioural responses: 1) passengers denied boarding voluntarily (VDB) and 2) passengers involuntarily denied boarding (IDB). Ultimately, this study is aimed at offering academics and practitioners a better understanding of the drivers of loyalty within airlines (and services) industry, as well as helping airlines prevent reputational damage.

Si vous ne pouvez pas assister en présentiel, merci d’adresser un mail à l’adresse suivante : recherche.esthua@univ-angers.fr Un lien de connexion Teams vous sera envoyé.

Consultez le programme complet des Séminaires de recherche en Tourisme pour l’année académique 2023-2024 via ce LIEN