TY  - JOUR
T1  - The Impact of In-Flight Food and Beverage Quality on Passenger Loyalty: The Roles of Brand Love and Price Reasonableness in Airline Travel
AU  - Çapar, Gizem
AU  - Yılmaz Uz, Canan
PY  - 2026
DA  - February
Y2  - 2025
DO  - 10.30519/ahtr.1608631
JF  - Advances in Hospitality and Tourism Research (AHTR)
PB  - Akdeniz University
WT  - DergiPark
SN  - 2147-9100
SP  - 1
EP  - 26
IS  - Advanced Online Publication
LA  - en
AB  - The quality of food and beverages served on flights is crucial to passengers' overall flight experiences in the aviation industry; however, there is a lack of research on how it affects passenger behaviour. This study examines the impact of airline food and beverage quality on brand love, reasonable prices, and passenger loyalty. Adopting a quantitative method, data were collected using a questionnaire from 270 passengers who had experienced food and beverage services on long-haul flights. The partial least squares structural equation modelling (PLS-SEM) method and a disjoint two-stage approach were employed to assess the measurement and structural model. Results revealed that food and beverage (F&B) quality, brand love, and reasonable prices significantly enhance passenger loyalty. Brand love has the strongest influence on passenger loyalty, and the quality of in-flight food and beverages has a greater impact on brand love compared to reasonable prices. This study enhances the understanding of passenger behaviour in the aviation sector and underscores the significance of food and beverage quality. The theoretical and practical implications within the specific sample of participants have been discussed.
KW  - brand love
KW  - food and beverage
KW  - Airline travel experience
KW  - Passenger loyalty
KW  - Quality
KW  - Reasonable prices
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UR  - https://doi.org/10.30519/ahtr.1608631
L1  - https://dergipark.org.tr/en/download/article-file/4472932
ER  -