Attribution towards service quality, brand reputation and satisfaction outcome in Thailand's airline industry.

Abstract

When it comes to experiencing services, there is a satisfaction gap between service expectation and perceived service quality. Consumer has likely to develop a negative or positive attitude towards the situation. The study has brought interest to find out how attributions have less or more influential effects on satisfaction outcome when experienced both good and bad services. The study believes that attributions are somewhat the reason that stimulate satisfaction respond and lead to customer behavior in the future. The study also aims to explore whether customer’s satisfaction and dissatisfaction feeling would bends toward the company or employee when attributions such as brand reputation and service outcome are involved and how much it stimulus the result in satisfaction outcome. Knowing the right attributions would be a great advantage to the company to make the right decision when it comes to recovery.