Top purchase intention priorities of Vietnamese LCC passengers: Expectations and satisfaction

The mediating role of customer satisfaction has been widely discussed in the existing literature. However, to the best of our knowledge, there is still lack of studies focusing on the low-cost airline industry, especially in Vietnam. Therefore, this study aims at investigating factors that influence purchase intention and the mediating role of customer satisfaction in VietJet Air, in Vietnam. A quantitative research method is applied with the data being collected through an online questionnaire from three main regions in Vietnam: the North, the Center, and the South. The results indicate that customer satisfaction mediates the relationship between the independent variables (customer expectation/perceived value) and the dependent variable (purchase intention) in the case of VietJet Air in Vietnam. In general, this study not only enriches the existing literature but also might be a valuable reference to the VietJet Air’s and other similar Vietnamese low cost carrier managers to consider their strategic marketing plans