The Impact of Animosity, Ethnocentrism, Religiosity and Service Performance on Saudis’ Attitude Towards Airline Services

Abstract

Abstract: This thesis examined the impact of animosity, ethnocentrism, religiosity and service performance (moderator variable) on the attitudes of Saudi consumers towards airline services (dependent variable). This was noteworthy and timely, given the context of Vision 2030 and its National Transformation Plan having introduced significant changes in the Kingdom of Saudi Arabia. Airline services in the country are changing demonstrably. Previous research has shown service performance and quality significantly impact consumer behaviour, with dissatisfied customers readily switching to alternative providers; a gap remained in studies around this combination of variables within this geographic area. A wide literature review of themes related to consumer psychology, cultural influences, and service quality models led to the consideration of several potential variables. Animosity, ethnocentrism, and religiosity were selected for their particular relevance to the Saudi context, particularly with the regional cultural and religious significance of air travel for many consumers. Literature revealed studies suggesting that consumer animosity can significantly affect brand perception and loyalty, particularly in markets undergoing transformation (Odeh, 2015). Including service performance as a moderator was influenced by its critical role in shaping consumer experiences and perceptions of airline services. The Theory of Planned Behaviour (TPB) and the Theory of Consumption Values (TCV) provided a robust, holistic framework to examine the dynamics and nuances within the

data. A quantitative approach was used, with survey methodology. A purposive sampling frame selected a homogenous study population consisting of 100 passengers at 5 different regional airports (adjusted response rate n= 426, 85.2%). Data analysis used Structural Equation Modelling (SEM) and WarpPLS 7.0 regression with Stable3 resampling technique; testing the model revealed it met the criteria for model fit and quality indices. Age, Gender and Education were controlled for following Marsh’s (1982) elaboration approach. Results revealed both consumer animosity and religiosity positively impacted consumer attitudes, consumer ethnocentrism did not have a significant influence. Service performance was seen to moderate the relationship between consumers’ ethnocentrism and attitude, while consumer animosity was not moderated by service performance. This research offers actionable insight for airlines applying for operational licenses in Saudi Arabia: they inform marketing (e.g. incentivising travel for pilgrims), and emphasise that positive service encounters mitigate the negative impact of ethnocentrism and amplify the positive effect of religiosity on consumer attitudes. Animosity alone did not impact consumer uptake, therefore international airline brands could capitalise on demonstrating cultural sensitivity and high functional value. This study provides policymakers with evidence that supports investment in the sector under Vision 2030. The small effects seen in the results demonstrate that even subtle factors can have cumulative or situational importance. The use of TPB with TCV offers a nuanced lens to offer understanding of consumer behaviour within this unique context.