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

Mosleh, Anhar Abdulmalek Omar 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 (IJIRP), 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 emo-tion 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 re-lationship 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
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: Prof. Dr Ahasanul Haque
Date Deposited: 10 Oct 2023 14:12
Last Modified: 10 Oct 2023 14:13
URI: http://irep.iium.edu.my/id/eprint/107370

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