The moderating effects of involvement with respect to customer relationship management of the airline sector

Abstract

This study examines the moderating effects of involvement with respect to customer relationship management of the airline sector, according to the perceptions of Taiwanese international air passengers. Results indicate that relationship bonding, perceived relationship investment, relationship quality and behavioral loyalty are positively related, with involvement moderately affecting how financial bonding, social bonding, structural bonding and perceived relationship investment are related. More specifically, social bonding and structural bonding significantly affect the perceived relationship investment for passengers with high involvement in air travel, while financial bonding significantly affects the perceived relationship investment for passengers with low involvement.