The unprecedented COVID-19 pandemic has significantly altered customer behaviour and preferences, making it essential to ascertain updated insights into customers' repurchase intention (RI) in the airline industry. This study examines the factors enhancing airline customers' RI post-COVID-19 pandemic, considering the integration of new digital tools and ongoing global challenges.
Through a mixed-methods approach, data were collected from 351 passengers (who had previously purchased airline e-tickets) in New Zealand using an online survey. Collected data were analysed using structural equation modelling. A focus group discussion was also conducted with customer experts, uncovering issues related to the travelling journey.
The findings revealed that website quality dimensions, specifically website service quality, system quality and information quality, positively correlate to overall service quality (OSQ). OSQ, e-trust, service recovery satisfaction and e-customer satisfaction positively influenced e-loyalty. Ultimately, OSQ and e-customer satisfaction demonstrated positive relations with customers' repurchase intentions. Conversely, the focus group discussion revealed that information quality and service recovery satisfaction often create hiccups in customers’ repurchase intentions.
This study contributes to the under-researched literature concerning airline customers' repurchase intentions in a post-pandemic, digitally evolving landscape. It analyses and critically evaluates the constructs within the DeLone McLean Information System model. In so doing, it addresses the significant gaps in literature by exploring its application to airlines in the South Pacific region during and after the COVID-19 period. The study extends the applicability of the DeLone and McLean IS model to the South Pacific context, which differs from that of developed and emerging countries.
