The effect of flight delay on customer loyalty intention: The moderating role of emotion regulation

• Published in: Journal of hospitality and tourism management Vol. 47; pp. 72 - 83
• Main Authors: Li, Shanshi, Jiang, Yawei, Cheng, Bao, Scott, Noel
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.06.2021
• Subjects: Cognitive appraisal theory; Emotion regulation theory; Flight delay; Loyalty intention; Negative emotions; Cognitive appraisal theory; Loyalty intention; Negative emotions; Flight delay; Emotion regulation theory
• ISSN: 1447-6770; 1447-6770
• DOI: 10.1016/j.jhtm.2021.03.004

Airline service delays have received increasing media attention and can result in negative public comments. This study examines the relationship among perceived wait time, negative emotions (anger and worry) and loyalty intention, and the moderating effects of two types of emotion regulation strategies (reappraisal and suppression). A total of 958 valid responses were collected from passengers who had experienced a flight delay. The results reveal that perceived wait time is positively related to feelings of anger and worry, which in turn, negatively influence future loyalty intentions. Importantly, results indicate emotional reappraisal alleviates the effect of perceived wait time on elicitation of anger and worry. Emotional suppression, on the other hand, reduces the influence of negative emotions on loyalty intentions. This study is one of the first to examine how emotion regulation strategies can moderate the negative effect of flight delay on loyalty intention. It contributes to the knowledge by providing a validated empirical model of how customers react to a service delay experience. Implications and recommendations for future research are provided. •The impact of a flight delay on loyalty intention is moderated by emotion regulation.•Perceived wait time is an antecedent of anger and worry.•Both anger and worry are found to have a direct negative effect on loyalty intention.•Reappraisal negatively moderates the relationship between perceive wait time and negative emotions.•Suppression negatively moderate the relationship of negative emotions and loyalty intention.