Purpose: The purpose of this paper is to examine the antecedents of repurchase intentions in the Pakistani airline industry. Though research on repurchase intentions has traditionally focused on service quality and satisfaction, recently scholars have proposed that word of mouth (WOM) and thin Pakistan’s airline industr trust also play a vital role in driving repurchase intentions for all services businesses.
Design/methodology/approach: The study employs structural equation modeling to examine the hypothesized relationships among antecedents of repurchase intention drawing on a data set of 383 customers listed as “frequent flyer members” within Pakistan’s airline industry.
Findings: The results revealed that service quality and trust are directly associated with repurchase intentions as well as through the mediator of customer satisfaction. The findings hold important implications for marketers and academics.
Originality/value: This study makes original contribution to the body of knowledge in the services marketing sector by investigating the effects of service quality and trust through the mediation of customer satisfaction and brand image, and the moderation of WOM factors on predictors of repurchase intention.