THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION INFLUENCED BY REPURCHASE INTENTION IN AIRASIA TICKET REFUND PROCESS DURING PANDEMIC COVID-19 IN INDONESIA 2021

Deva Cahya Yuniar, Thesa Bernadekta Sihotang, Suharto Abdul Majid, Ratna Suminar

Abstract


AirAsia is a low-cost LCC (Low-Cost Carrier) airline. In its service, the company received various complaints related to the ticket refund process during the COVID-19 pandemic. Departing from that point, this research aims to find out the effectiveness of the service quality on customer satisfaction and the influence of re-purchase intention. Quantitative research method using the Path Analysis model. was carried out.  The data in this study were taken from questionnaires via google form distributed to  one hundred customers who used Air Asia airlines and had refunded tickets during the COVID-19 pandemic in Indonesia 2021. The data were then analyzed using SPSS  22software. There are four results revealed in this study. First,  the service quality has a positive influence (significant) on the intention of re-purchase. Second, Repurchase intention has a positive effect (significant) on customer satisfaction. Third, the Service Quality has a positive effect (significant) on customer satisfaction. Last, Service Quality and re-purchase intention have a  positive influence  (significant)  on  Customer Satisfaction.


Keywords


Service Quality, Customer Satisfaction, Re-purchase Intention

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DOI: https://doi.org/10.25292/atlr.v4i0.440

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