Title: The role of airline reputation in determining service continuance

Authors: Marcellia Susan

Addresses: Management Department, Maranatha Christian University, Bandung, 40164, West Java, Indonesia

Abstract: The study examines airline reputation by examining consumer satisfaction, trust, and service continuance. Specifically, this study investigates how airline reputation impacts airline service continuance. The study uses a sample of airline consumers and conducts a verification approach to test the relationships between airline reputation, consumer satisfaction, consumer trust, and service continuance. Structural equation modelling was used to confirm the research model. The results show that consumer satisfaction influences airline reputation and reveals the role of company reputation in building consumer trust, ultimately determining service continuance. The study has important theoretical and managerial implications for airline companies, highlighting the significance of airline reputation.

Keywords: airline; reputation; satisfaction; trust; service continuance; structural equation modelling.

DOI: 10.1504/IJTGM.2026.155772

International Journal of Trade and Global Markets, 2026 Vol.22 No.3/4, pp.316 - 323

Received: 19 Jul 2024
Accepted: 01 Aug 2025
Published online: 13 Aug 2026 *

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