Abstract:Trust in a company's brand is essential for businesses that rely on repeat business from customers. In light of this, this study aims to investigate the key factors that drive customer trust in airline brands within the Latin American context. In order to accomplish this goal, an augmented version of AIRQUAL was utilized to evaluate Colombian native customers' perceptions of the customer experience (CX) provided by Avianca, a well-known and highly regarded airline active in Latin America. AIRQUAL is a model us… Show more
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