THE IMPACT OF BRAND EQUITY, SERVICE QUALITY, AND THE SERVICE MARKETING MIX ON CUSTOMERS’ PURCHASE INTENTIONS IN THE AIRLINE INDUSTRY IN CHINA

Abstract

This study aimed to explore the impact of brand equity, service quality, and service marketing mix on customers’ purchase intentions in China’s airline industry. A quantitative research approach was adopted, with 511 valid questionnaires collected via online surveys and on-site distribution at major airports. Descriptive statistics and multiple linear regression analysis were used for data processing. Results showed that all three independent variables have a significant positive impact on purchase intentions, with service marketing mix having the strongest explanatory power (β=.335, Sig.=.001), followed by brand equity (β=.312, Sig.=.001) and service quality (β=.227, Sig.=.001). The regression model explains 47.4% of the variance in purchase intentions (R²=.474). This study enriches relevant academic research and provides practical implications for Chinese airlines to optimize brand management, improve service quality, and refine marketing strategies.