Title: Role of alliance brand awareness on customer's behavioural response and satisfaction: case of 'sky team' global airline alliance

Authors: Ali Mohammad Kassir

Addresses: School of Business, AL-Kafaat University (AKU), Lebanon; AviaPro Consulting Inc., 90 Eglinton Ave W Unit 106, Toronto, ON M4R 1A2, Canada

Abstract: Air travel is predicted to grow 5% annually over the next two decades (Boeing, 2022). Thus, quality service as well as its effect on client satisfaction and commitment are crucial to airline life and must be reviewed regularly. The purpose of this research is to determine whether or not passengers are more satisfied when they are aware of a worldwide airline alliance and to identify the variables that have led to these outcomes. Moreover, the study explores the current relationship between brand awareness, expected service quality, and perceived risk. Passengers' awareness of the airline brand (Middle East Airlines - MEA) is contrasted with their familiarity with the alliance brand. This study used 500 structured surveys and 10 in-depth face-to-face interviews to validate hypotheses and answer the research question with random Beirut International Airport passengers. According to our findings, passenger satisfaction has a beneficial effect on the reputation of the global airline alliance brand.

Keywords: marketing; brand; airline; alliance; service; quality; satisfaction; loyalty; risk; willing to pay; willing to recommend.

DOI: 10.1504/EMJM.2024.135993

EuroMed Journal of Management, 2024 Vol.6 No.1, pp.72 - 99

Received: 29 Aug 2023
Accepted: 13 Sep 2023
Published online: 11 Jan 2024 *

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