Asymmetric response model for evaluating airline service quality: An empirical study in cross-strait direct flights

• Air passenger’s behaviors were explored by constructing an asymmetric model.
• Relationships between service quality and behavioral intention were investigated.
• Service quality loss has direct effects on the behavioral intention.
• Satisfaction and perceived value play mediating roles.

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.