THE ROLE OF BRAND EXPERIENCE IN THE RELATIONSHIP BETWEEN PERCEIVED SERVICE QUALITY AND PASSENGER SATISFACTION AT AIRPORTS IN KENYA

  • Simon Peter Njoroge
  • F N Kibera
  • G Wainaina
  • R Musyoka

Abstract

The paucity of research examining the antecedents of satisfaction inspires the need to
extend the frontiers of knowledge in the under-researched and emerging market
environment of the airport user experience. The purpose of this study was to examine
the role of brand experience on the relationship between perceived service quality and
passenger satisfaction. A descriptive cross-sectional research design was adopted.
Primary data was obtained through semi-structured questionnaires from 700 randomly
selected respondents. Structural equation modelling partial least squares (SEM-PLS)
techniques were applied to analyze the data. Results revealed that a positive
relationship was present amongst the studied variables. The five components of
perceived service quality namely; reliability, responsiveness, assurance, tangibility,
empathy had a significant influence on overall satisfaction. The four dimensions of the
brand experience scale; sensorial, affective, behavioral and intellectual were revealed to
be valid and applicable while examining passenger satisfaction in the airport service
context. Lastly, the study revealed a complementary partial mediation effect of brand
experience on the relationship between perceived service quality and passenger
satisfaction. The moderating effect of passenger socio-demographic characteristics on
the examined relationships could be further investigated. This study was conducted
among passengers who were using the airport for international departure flights in
Kenya. Consequently, the findings are largely generalizable to this type and segment of
air travel service consumers. This study contributes to ongoing research into the
influence of perceived service quality on passenger satisfaction while incorporating the
nascent construct of brand experience. Managers could apply the results of the study as
an anchor for service quality, satisfaction and brand experience improvement
initiatives.
Key words: Perceived service quality, passenger satisfaction, brand experience, mediation

Published
2022-06-08