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The effect of price fairness on negative consumption emotion of airline passengers

Abdulmalek Omar Mosleh, Anhar and Maulan, Suharni and Haque, A. K. M. Ahasanul (2023) The effect of price fairness on negative consumption emotion of airline passengers. International Journal of Innovative Research and Publications, 3 (7). pp. 1-14. E-ISSN 2785-826X

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Pricing remains a crucial phenomenon for companies operating in a competitive environment. When it comes to selecting a service, price often tends to be a significant consideration for most customers. The aim of this study is to examine the relationship between price fairness and negative consumption emotion of passengers towards airline services. The respondents of this study are passengers who have travelled within one year from /to or within Malaysia using full-service airlines or low-cost carriers. The data was collected using online survey. Data analysis was done using SPSS and PLS-SEM software where 197 responses were suitable for analysis. The findings show that price fairness has negative relationship with negative consumption emotion. This indicates that price fairness plays an important role in reducing negative emotion of the passengers regardless of the situation. The findings of this study can assist airline managers towards understanding the negative impact of negative emotions, and thus provide managers with insights on balancing between fair price and good service

Item Type: Article (Journal)
Uncontrolled Keywords: Airlines, Passengers, Price Fairness, Negative Consumption Emotion
Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Economics and Management Sciences
Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User: Dr Suharni Maulan
Date Deposited: 18 Jul 2023 16:47
Last Modified: 18 Jul 2023 16:47
URI: http://irep.iium.edu.my/id/eprint/105616

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