Transit hub quality and airline service quality as drivers of passenger satisfaction and brand loyalty: Evidence from Vietnamese passengers of Korean Air

Abstract

This study investigates the parallel influence of Airline Perceived Quality (APQ) and Transit Hub Service Quality (ASQ) on passenger satisfaction, brand perceptions, and loyalty in long-haul air travel, adopting an integrated view of the airline-airport journey. Grounded in core Service Quality and Brand Equity theories, the proposed model posits that APQ and ASQ drive Brand Loyalty through the mediation of Satisfaction, Brand Image, and Brand Trust. Data from Vietnamese long-haul passengers were collected and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results confirm that both APQ and ASQ are parallel and complementary drivers of satisfaction and brand image. Brand Trust emerges as the most potent determinant of Brand Loyalty, with satisfaction and brand image significantly strengthening it. The findings underscore that enhancing in-flight service alone is insufficient to build sustained loyalty without efficient and reliable transit hub experiences. This research contributes an integrated service quality framework and offers practical implications for airlines, airports, and policymakers seeking to boost competitiveness in long-haul aviation.