Customer Dissatisfaction with Commercial Airlines -The Role of Flight Cancellation and Airline Brand, Evidence from Nigeria

This study examines the impact of flight cancellations and airline brand perception on customer dissatisfaction within the Nigerian commercial aviation industry, utilizing data from 550 respondents. The research explores how flight disruptions, specifically cancellations, influence customer dissatisfaction and how the perceived strength of an airline’s brand moderates this relationship. The study employs Structural Equation Modelling (SEM) as the primary analytical tool to test hypotheses and assess the relationships among key constructs: flight cancellations, customer dissatisfaction, and airline brand perception. The results reveal that flight cancellations significantly increase customer dissatisfaction. Still, a strong and favourable airline brand perception helps reduce the negative impact, suggesting that brand equity plays a crucial role in enhancing customer tolerance for service failures. This research contributes to a deeper understanding of service failure management in the Nigerian aviation sector, offering actionable insights for airline managers to enhance customer satisfaction through effective service recovery strategies and brand positioning. The findings also provide valuable implications for the broader context of emerging markets, where brand strength can significantly influence customer loyalty during service disruptions.