Determinants of customer intentions to continue using full-service airlines in Indonesia

This study aims to identify whether the influence of experience quality, price fairness, and sales promotion on continuous usage intention is mediated by customer perceived value, trust, and satisfaction with full-service airlines in Indonesia. A multilevel framework was used to test the influence of customer perceived value, customer trust, and customer satisfaction on continuous usage intention to use full-service airlines. The data used in this study were based on 443 samples, taken from full-service airline customers in Indonesia. The data were analyzed using structural equation modeling with Smart-PLS tools for reliability, validity, and regression analysis. The results of this research support second-order and first-order models. Experience quality, price fairness, and sales promotions can be used to measure customer perceived value. Customer perceived value does influence continuous usage intention that is mediated by customer trust and satisfaction. The research results show that experience quality, price fairness, and sales promotion have a direct influence on customer perceived value and an indirect influence on continuous usage intention. Customer perceived value influences continuous usage intention through customer trust and customer satisfaction. This study is the first to examine experience quality, price fairness, sales promotion, customer perceived value, customer trust, customer satisfaction, and customer intention to continue using full-service flights in Indonesia.