Customer expectations
Customer expectations develop from customers' prior consumption
experience with a firm's products or services as well as
advertising along with word-of-mouth information (Johnson et al.,
2001). Similarly, passengers judge the performance of an airline
according to their expectations. So, it is important for an airline to
identify what the passengers' expectations are and to strive not
only to meet their expectations but also to exceed them in order to
maximize their satisfaction. Therefore, it is hypothesized that
customer expectations have a positive impact on both perceived
value and perceived quality:
H6. Customers' expectations have a positive impact on
perceived value.
H7. Customers' expectations have a positive impact on service