Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan

This study aims to investigate the relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers through a structural equation model (SEM). The main study’s results are as follows. Service expectation has a significantly positive effect on perceived performance, but not on perceived value and satisfaction. Perceived performance has a significantly positive effect on perceived value, but not on satisfaction. Perceived value has a significantly positive effect on satisfaction. Both perceived value and satisfaction have significantly positive effects on behavioral intentions. In addition, perceived performance reveals the indirect effect on satisfaction moderated by perceived value. Finally, perceived value reveals a larger effect than overall satisfaction on behavioral intentions. Specific theoretical and managerial implications are discussed.