Service failure recovery on customer recovery satisfaction and attitude loyalty for airline industry: the moderating effect of brand authenticity

Figures & data

Figure 1. Research framework.

Table 1. Response rate of groups.

Category	Number of respondents	Percentage
Gender
Male	131	53%
Female	119	47%
Age
Less than 20	60	24%
20–30	59	24%
30–40	51	20%
40–50	39	16%
50–60	31	12%
Above 60	10	4%
Occupation
Student	90	36%
Business Administration	55	22%
Service industry	42	17%
Free industry	38	15%
Retirees	15	6%
Others	10	4%
Education
High school or below	25	10%
College/ University	170	68%
Master Degree	42	17%
PHD Degree	13	5%

Table 2. Confirmatory factor analysis.

Measure	Threshold	Present study results	Source
Chi-square/df (cmin/df)	≤ 2 good; ≤ sometimes permissible	1.389	Hair et al. (2009)
Goodness of fit index (GFI)	≥ 0.9: acceptable; ≥ 0.8: marginal	0.932	Hair et al. (2009)
Adjusted goodness of fit index (AGFI)	≥ 0.8	0.914	Hair et al. (2009)
Comparative fit index (CFI)	≥0.95 great; ≥0.90 traditional; ≥0.80 sometimes permissible	0.970	Hair et al. (2009)
Root mean squared error of approximation (RMSEM)	≤0.05 good; ≤0.08 moderate	0.034	Hair et al. (2009)
Tucker Lewis Index (TLI)	≥0.90	0.965	Hair et al. (2009)

Table 3. Confirmatory factor analysis (CFA) fitting Indices.

	Estimate	t-value	Cronbach	CR	AVE
Compensation			0.848	0.852	0.537
COM1	0.740
COM2	0.718
COM3	0.675
COM4	0.664
COM5	0.853
Apology		–	0.854		0.595
APO1	0.725
APO2	0.772
APO3	0.825
APO4	0.763
Response speed			0.793	0.804	0.508
RES1	0.697
RES2	0.804
RES3	0.700
RES4	0.643
Politeness			0.720	0.774	0.540
POL1	0.621
POL2	0.670
POL3	0.887
Attitude loyalty
AL1	0.895		0.753	0.778	0.545
AL2	0.671
AL3	0.621	–
Customer Recovery Satisfaction			0.887	0.788	0.553
CRS1	0.739
CRS2	0.773
CRS3	0.719
Brand Authenticity			0.920	0.938	0.604
BA1	0.725
BA2	0.762
BA3	0.723
BA4	0.862
BA5	0.700
BA6	0.843
BA7	0.775
BA8	0.821
BA9	0.776
BA10	0.773

Table 4. Discriminant validity.

	AP	PL	CP	RS	RC	AT
AP
PL	0.071**
CP	−0.189**	−0.065**
RS	0.240**	0.291**	−0.141**
RC	0.346**	0.251**	−0.174**	0.281**
AT	0.187**	0.138**	−0.126**	0.216**	0.250**

Figure 2. Results of model testing.

Table 5. Results of hypothesis test.

Hypotheses	Path	Standardized path coefficient	Result
H1a	APO→ CRS	0.360***	Support
H1b	APO → ATL	0.089	Unsupport
H2a	POL→ CRS	0.2160**	supported
H2b	POL→ ATL	0.048	Unsupported
H3a	COM→ CRS	−0.092	Unsupported
H3b	COM→ ATL	−0.085	Unsupported
H4a	RES→ CRS	0.119**	Support
H4b	RES→ ATL	0.146**	Support
H5	CRS→ ATL	0.175**	Support

Note. N = 249, *p < .05; **p < .01; ***p < .001.

Figure 3. Plotted interaction of customer recovery satisfaction and attitude loyalty on brand authenticity.

Hair, J., Black, W. C., Babin, B. B., Anderson, R. E., Tatham,., & R., L. (2009). Análise multivariada de dados (6th ed.). Bookman.

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