The Effects of Quarantine Hygiene Activity in the Relationship among Service Quality, Perceived Value and Behavioral Intention in the Airline Business under the Covid-19 Pandemic Situation

This study examines the structural relationship of service quality (SQ), perceived value (PV), behavioral intention (BI) and aims to present the role of quarantine hygiene activity (QHA) and the importance of SQ for the airline industry. To achieve the objectives of this study, online and offline questionnaire survey were conducted to Korean domestic airline passengers and total of 337 valid samples were analyzed. Findings of the study are; firstly, the SQ was positively related to customers’ PV and also SQ was positively related to BI. Secondly, PV has partial mediating effect on the relationship between SQ and BI. Thirdly, QHA is found to have moderating effect on the relationship between SQ and PV. In addition the study presents the importance and the directions of the QHA under pandemic situation for further studies.