Investigating Iran Airline Customers’ Responses in Crisis Situations and Identification of Adopted Strategies

Abstract

In fierce competition of airline industry, due to sensitive nature and vital rule of crisis management, viability of companies in this industry is highly depended on skillful handling of crisis situations. The aim of this study is to first determine the different strategies of airline companies in dealing with crisis situations in Iran and then to identify the effect of Customer's perception of danger on repurchase intention for Iran's airline industry. Data obtained from 500 survey questionnaire were analyzed using the structural equation modeling (SEM). The results revealed that Denial has a significantly negative effect on Customer's perception of danger. Involuntary product recall has a significantly negative effect on Customer's perception of danger. Voluntary product recall has a significantly positive effect on Customer's perception of danger. Supper effort has a significantly positive effect on Customer's perception of danger. Customer's perception of danger has a significantly positive effect on Repurchase intentions. In addition results show that Denial was the best negative predictor of their Customer's perception of danger and Supper effort was the best positive predictor of Customer's perception of danger.

Keywords: customers’ perception- response strategies- denial- involuntary product recall- voluntary product recall - supper effort