The Impact of In-Flight Food and Beverage Quality on Passenger Loyalty: The Roles of Brand Love and Price Reasonableness in Airline Travel

Canan Yılmaz Uz; Gizem Çapar

doi:10.30519/ahtr.1608631

The Impact of In-Flight Food and Beverage Quality on Passenger Loyalty: The Roles of Brand Love and Price Reasonableness in Airline Travel

Abstract

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.

Keywords

Ethical Statement

Ethical approval was obtained at the İskenderun Technical University Scientific Research and Publication Ethics Committee meeting held on 30.11.2022 and numbered 12.

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Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Canan Yılmaz Uz
0000-0002-4798-2262
Türkiye

Gizem Çapar ^*
0000-0002-3371-2704
Türkiye

Early Pub Date

February 20, 2026

Publication Date

February 20, 2026

Submission Date

December 27, 2024

Acceptance Date

October 31, 2025

Published in Issue

Year 2026 Number: Advanced Online Publication

DOI

https://doi.org/10.30519/ahtr.1608631

IZ

https://izlik.org/JA63XR67RW

Cite

RIS / Bibtex

APA

Yılmaz Uz, C., & Çapar, G. (2026). The Impact of In-Flight Food and Beverage Quality on Passenger Loyalty: The Roles of Brand Love and Price Reasonableness in Airline Travel. Advances in Hospitality and Tourism Research (AHTR), Advanced Online Publication, 1-26. https://doi.org/10.30519/ahtr.1608631

AMA

1.Yılmaz Uz C, Çapar G. The Impact of In-Flight Food and Beverage Quality on Passenger Loyalty: The Roles of Brand Love and Price Reasonableness in Airline Travel. Advances in Hospitality and Tourism Research (AHTR). 2026;(Advanced Online Publication):1-26. doi:10.30519/ahtr.1608631

Chicago

Yılmaz Uz, Canan, and Gizem Çapar. 2026. “The Impact of In-Flight Food and Beverage Quality on Passenger Loyalty: The Roles of Brand Love and Price Reasonableness in Airline Travel”. Advances in Hospitality and Tourism Research (AHTR), no. Advanced Online Publication: 1-26. https://doi.org/10.30519/ahtr.1608631.

EndNote

Yılmaz Uz C, Çapar G (February 1, 2026) The Impact of In-Flight Food and Beverage Quality on Passenger Loyalty: The Roles of Brand Love and Price Reasonableness in Airline Travel. Advances in Hospitality and Tourism Research (AHTR) Advanced Online Publication 1–26.

IEEE

[1]C. Yılmaz Uz and G. Çapar, “The Impact of In-Flight Food and Beverage Quality on Passenger Loyalty: The Roles of Brand Love and Price Reasonableness in Airline Travel”, Advances in Hospitality and Tourism Research (AHTR), no. Advanced Online Publication, pp. 1–26, Feb. 2026, doi: 10.30519/ahtr.1608631.

ISNAD

Yılmaz Uz, Canan - Çapar, Gizem. “The Impact of In-Flight Food and Beverage Quality on Passenger Loyalty: The Roles of Brand Love and Price Reasonableness in Airline Travel”. Advances in Hospitality and Tourism Research (AHTR). Advanced Online Publication (February 1, 2026): 1-26. https://doi.org/10.30519/ahtr.1608631.

JAMA

1.Yılmaz Uz C, Çapar G. The Impact of In-Flight Food and Beverage Quality on Passenger Loyalty: The Roles of Brand Love and Price Reasonableness in Airline Travel. Advances in Hospitality and Tourism Research (AHTR). 2026;:1–26.

MLA

Yılmaz Uz, Canan, and Gizem Çapar. “The Impact of In-Flight Food and Beverage Quality on Passenger Loyalty: The Roles of Brand Love and Price Reasonableness in Airline Travel”. Advances in Hospitality and Tourism Research (AHTR), no. Advanced Online Publication, Feb. 2026, pp. 1-26, doi:10.30519/ahtr.1608631.

Vancouver

1.Canan Yılmaz Uz, Gizem Çapar. The Impact of In-Flight Food and Beverage Quality on Passenger Loyalty: The Roles of Brand Love and Price Reasonableness in Airline Travel. Advances in Hospitality and Tourism Research (AHTR). 2026 Feb. 1;(Advanced Online Publication):1-26. doi:10.30519/ahtr.1608631