24 The Moderating Effect of Review Involvement on the Relationship between Low-Cost Carriers Service Quality and Customer Satisfaction second one is “value for money”, which means that customers of LCCs pay more attention the airline ticket prices. The third one is “check-in and boarding”, which means that customers have different opinions on the check-in and boarding service process that LCCs offer. Secondly, among the service items that consumers pay less attention to, cleanliness, in-flight entertainment, legroom and in-flight meals are not the core competitiveness of LCCs. Consumers mainly regard LCCs as airlines can deliver passengers to designated locations on time at low fares. The seating space and in-flight entertainment are considered additional services that are not highly concerned by consumers. It is the same as previous research results (Lim and Lee, 2019). Besides, the result of our quantitative research also shows that when the level of consumers’ “review involvement” are different, these review involvements will negatively regulate the relationship between the eight aspects of service quality and customer satisfaction. This result is consistent with our H2 hypothesis. Specifically, higher levels of review involvement weaken the impact of the eight aspects of service quality on customer satisfaction. The result indicates that because more experienced travelers understand better the characteristics and provided services of LCCs, their expectations to the service quality of LCCs will reduce. Therefore, the impact of service quality on customer satisfaction will also reduce. Furthermore, through the qualitative research, we obtain more details about the aforementioned eight aspects of service quality which reflect what customers care about. For example, in the “customer service” aspect, customers mentioned bag, baggage, terminal, attendant, pilot, staff, attitude, and politeness. In the “value money” aspect, customers mentioned book, ticket, cost, budget, price, fare, fee, charge, pay, and value. That means these elements would be the most important factors customers take care. Therefore, it could be understood in detail about the sub-factors of different service quality that customers care about in their minds. In addition, we find three service-quality factors that are not listed in TripAdvisor, namely, safety, flight punctuality and image. Safety is an important indicator for consumers to choose airlines, and safe delivery of passengers to their destinations is also the core service provided by airlines. Past researches have discussed safety (Siering et al., 2018; Liou and Tzeng, 2007), flight punctuality (Siering et al., 2018; Liou and Tzeng, 2007; Saha and Theingi, 2009) and image (Farooq, Salam, Fayolle, Jaafar, and Ayupp, 2018; Nadiri, Hussain, Ekiz, and Erdoğan, 2008), which were considered to have certain impacts on the service quality of the aviation industry.
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