مدل پاسخ نامتقارن برای ارزیابی کیفیت خدمات هواپیمایی: مطالعه تجربی پرواز مستقیم تنگه

In this paper we propose a framework to investigate service quality asymmetrically. An asymmetric response model within structural equation framework is developed to study the relationship between service quality and the passenger’s behavioral intention in the cross-strait direct flight (Taiwan–Shanghai). The results reveal that service quality in the loss region has more impact on behavioral intention than service quality in the gain region. Hence, attention should be paid to the service quality of important attributes in the loss region and strategies should ensure service quality of those important attributes that meet passenger’s expectations.