Mô hình hóa ảnh hưởng của điểm đau dịch vụ đến sự hài lòng và lòng trung thành: Nghiên cứu trong phân khúc hàng không giá rẻ Việt Nam
Ngày xuất bản:
25/09/2026
Ngày xuất bản Online:
25/08/2026
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Mục đích – Phân tích tác động của điểm đau đến sự hài lòng và lòng trung thành trong LCC Việt Nam dựa trên Lý thuyết Kỳ vọng–Bất tương hợp (EDT).
Thiết kế/phương pháp luận/cách tiếp cận – Nghiên cứu định lượng sử dụng phân tích nhân tố và mô hình phương trình cấu trúc.
Kết quả – Sáu nhóm điểm đau gồm công nghệ, hỗ trợ dịch vụ, yếu tố nội sinh, hiệu suất vận hành, quy trình và tài chính tác động tiêu cực đến sự hài lòng và lòng trung thành; sự hài lòng đóng vai trò trung gian một phần.
Hàm ý/hạn chế – Cần kiểm định mô hình trong các bối cảnh khác.
Điểm độc đáo/đóng góp – Mở rộng EDT và khái niệm hóa điểm đau như cấu trúc bậc hai dạng hình thành.
Ý nghĩa thực tiễn – Ưu tiên cải thiện công nghệ, vận hành và hỗ trợ dịch vụ.
Abstract
Purpose – This study examines how passenger pain points affect satisfaction and loyalty in Vietnam’s low-cost airline context, based on Expectation–Disconfirmation Theory (EDT).
Study design/methodology/approach – A quantitative approach using factor analyses and structural equation modeling was applied to identify pain-point dimensions and test their effects.
Findings – Six pain-point dimensions were identified: technology, service support, passenger-related internal factors, operational performance, procedures, and financial issues. Pain points negatively affect satisfaction and loyalty, while satisfaction partially mediates the pain points–loyalty relationship.
Research limitations/implications – Future studies should test the framework across airlines, passenger segments, and markets.
Originality/contribution – The study extends EDT by conceptualizing passenger pain points as a second-order formative construct.
Practical implications – Airlines should prioritize technology, operational performance, service support, procedures, and financial touchpoints to improve satisfaction and loyalty.
Từ khóa
Điểm đau khách hàng; Hài lòng; Lòng trung thành; Hàng không giá rẻ; Trải nghiệm khách hàng
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
C38 - Classification Methods • Cluster Analysis • Principal Components • Factor Models - Multiple or Simultaneous Equation Models • Multiple Variables, C51 - Model Construction and Estimation - Econometric Modeling, L93 - Air Transportation - Industry Studies: Transportation and Utilities, M31 - Marketing - Marketing and Advertising
Tài liệu tham khảo
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Beneke, J., Mill, J., Naidoo, K., & Wickham, B. (2015). The impact of willingness to engage in negative electronic word-of-mouth on brand attitude: a study of airline passengers in South Africa. Journal of Business and Retail Management Research, 9(2). http://doi.org/10.24052/JBRMR/194
Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service blueprinting: a practical technique for service innovation. California management review, 50(3), 66-94. http://doi.org/10.2307/41166446
Collier, J. (2020). Applied structural equation modeling using AMOS: Basic to advanced techniques. Routledge.
Curry, N., & Gao, Y. (2012). Low-Cost Airlines—A New Customer Relationship? An Analysis of Service Quality, Service Satisfaction, and Customer Loyalty in a Low-Cost Setting. Services Marketing Quarterly, 33(2), 104-118. https://doi.org/10.1080/15332969.2012.662457
Chapuis, J. M. (2012). Perceived fairness and trust in consumer's reactions to revenue management. International Journal of Revenue Management, 6(3-4), 145-157. https://doi.org/10.1504/IJRM.2012.050381
Chen, C.-F. (2008). Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan. Transportation Research Part A: Policy and Practice, 42(4), 709-717. https://doi.org/10.1016/j.tra.2008.01.007
Chen, F.-Y., & Chang, Y.-H. (2005). Examining airline service quality from a process perspective. Journal of Air Transport Management, 11(2), 79-87. https://doi.org/10.1016/j.jairtraman.2004.09.002
Chung, J. Y., & Petrick, J. F. (2013). Price Fairness of Airline Ancillary Fees. Journal of Travel Research, 52, 168 - 181. http://doi.org/10.1177/0047287512457261
de Cosmo, L. M., Piper, L., Mileti, A., & Guido, G. (2023). The influence of negative travel-related experience on tourist’s brand loyalty. Italian Journal of Marketing, 2023(3), 351-368. https://doi.org/10.1007/s43039-023-00075-2
Eshaghi, M. S., Afshardoost, M., Lohmann, G., & Moyle, B. D. (2024). Drivers and outcomes of airline passenger satisfaction: A Meta-analysis. Journal of the Air Transport Research Society, 3, 100034. https://doi.org/10.1016/j.jatrs.2024.100034
Forgas, S., Moliner, M. A., Sánchez, J., & Palau, R. (2010). Antecedents of airline passenger loyalty: Low-cost versus traditional airlines. Journal of Air Transport Management, 16(4), 229-233. https://doi.org/10.1016/j.jairtraman.2010.01.001
Gunes, N., Arslan, S., & Yılmaz, H. (2015). E-Service Quality, Passenger Satisfaction And Passenger Loyalty Relationship In Airline Industry [E-service quality, passenger satisfaction and passenger loyalty relationship in airline industry]. Journal of Management Marketing and Logistics, 2(1), 0-0. http://doi.org/10.17261/Pressacademia.2015111604
Gilbert, D., & Wong, R. K. (2003). Passenger expectations and airline services: a Hong Kong based study. Tourism Management, 24(5), 519-532. https://doi.org/10.1016/S0261-5177(03)00002-5
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616-632. https://doi.org/10.1007/s11747-017-0517-x
Han, H. (2013). Effects of in-flight ambience and space/function on air travelers' decision to select a low-cost airline. Tourism Management, 37, 125-135. https://doi.org/10.1016/j.tourman.2013.01.008
Harison, E., & Lahav, Y. (2025). Every Air Travel Begins With a Customer Journey: Applying Service Design Principles in Airport Planning and Operations. In Qualitative Research Methods in Air Transport Management (pp. 241-272). IGI Global Scientific Publishing. http://doi.org/10.4018/979-8-3693-7403-0.ch010.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Hien, N. N., Long, N. T., Liem, V. T., & Luu, D. X. (2024). Customer Responses to Airline Service Failure: Perspectives from Expectation Disconfirmation Theory. SAGE Open, 14(2), 21582440241248334. https://doi.org/10.1177/21582440241248334
Holz, H. F., Becker, M., Blut, M., & Paluch, S. (2024). Eliminating customer experience pain points in complex customer journeys through smart service solutions. Psychology & Marketing, 41(3), 592-609. https://doi.org/10.1002/mar.21938
Jomnonkwao, S., Ratanavaraha, V., Khampirat, B., Meeyai, S., & Watthanaklang, D. (2015). Factors influencing customer loyalty to educational tour buses and measurement invariance across urban and rural zones. Transportmetrica A: Transport Science, 11(8), 659-685. https://doi.org/10.1080/23249935.2015.1060274
Kim, M. H., Park, J. W., & Choi, Y. J. (2020). A study on the effects of waiting time for airport security screening service on passengers’ emotional responses and airport image. Sustainability, 12(24), 10634. https://doi.org/10.3390/su122410634
Kim, Y. (2015). Assessing the effects of perceived value (utilitarian and hedonic) in LCCs and FSCs: Evidence from South Korea. Journal of Air Transport Management, 49, 17-22. https://doi.org/10.1016/j.jairtraman.2015.07.001
Klaus, P. P., & Maklan, S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 55(2), 227-246. doi:10.2501/IJMR-2013-021
Kotler, P. A., Gary. (2003). Marketing: an introduction. Pearson Educación.
Kunekar, P., Deshpande, M., Gharpure, A., Gokhale, V., Gore, A., & Yadav, H. (2023, 24-26 Jan. 2023). Evaluating the Predictive Ability of the LightGBM Classifier for Assessing Customer Satisfaction in the Airline Industry. 2023 International Conference for Advancement in Technology (ICONAT), Goa, India, 2023, pp. 1-6. https://doi.org/10.1109/ICONAT57137.2023.10080120
Lyons, J. B., Koltai, K. S., Ho, N. T., Johnson, W. B., Smith, D. E., & Shively, R. J. (2016). Engineering Trust in Complex Automated Systems. Ergonomics in Design: The Quarterly of Human Factors Applications, 24(1), 13 - 17. http://doi.org/10.1177/1064804615611272
Mattila, A. S., & Hanks, L. (2012). Time Styles and Waiting in Crowded Service Environments. Journal of Travel & Tourism Marketing, 29(4), 327-334. https://doi.org/10.1080/10548408.2012.674870
Mikulić, J., Šerić, M., & Matas Milković, L. (2017). Airline loyalty determinants among business travelers: empirical evidence from Croatia. Transportation Letters, 9(3), 177-183. https://doi.org/10.1080/19427867.2016.1274469
Moghadam, A. H., Tabriz, A. A., Khorshidi, G. H., & Menhaj, A. M. (2014). Investigating the influence of relationship quality on passengers’ loyalty in airline industry. International Business and Management, 8(2), 34-40. http://dx.doi.org/10.3968/4794
Nandi, D. S., Srujana, T., Kedarisetty, R., & Rohit, G. (2024). Revival of the Aviation Industry in the Post-COVID Era-With Special Reference to Passengers' Satisfaction in Domestic Airlines of India. International Journal of Hospitality and Tourism Systems, 17(3), 60-76. https://doi.org/10.21863/ijhts/2024.17.3.004
Nikbin, D., Hyun, S. S., Iranmanesh, M., Maghsoudi, A., & Jeong, C. (2016). Airline Travelers' Causal Attribution of Service Failure and Its Impact on Trust and Loyalty Formation: The Moderating Role of Corporate Social Responsibility. Asia Pacific Journal of Tourism Research, 21(4), 355-374. https://doi.org/10.1080/10941665.2015.1048265
Noviantoro, T., & Huang, J.-P. (2022). Investigating airline passenger satisfaction: Data mining method. Research in Transportation Business & Management, 43, 100726. https://doi.org/10.1016/j.rtbm.2021.100726
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469. http://doi.org/10.1177/002224378001700405
Oliver, R. L. (1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, 20(3), 418-430. https://doi.org/10.1086/209358
Park, J.-W., Robertson, R., & Wu, C.-L. (2006). Modelling the Impact of Airline Service Quality and Marketing Variables on Passengers’ Future Behavioural Intentions. Transportation Planning and Technology, 29(5), 359-381. https://doi.org/10.1080/03081060600917686
Pearson, S. (2016). Building brands directly: creating business value from customer relationships. Springer.
Pereira, F., Costa, J. M., Ramos, R., & Raimundo, A. (2023). The impact of the COVID-19 pandemic on airlines’ passenger satisfaction. Journal of Air Transport Management, 112, 102441. https://doi.org/10.1016/j.jairtraman.2023.102441
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Trích dẫn bài báo
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