CRITICAL REVIEW'Air Service Quality'INTRODUCTIONSummaryThe following evaluation examines a critical review of a study looking at the relationship between the five dimensions of service quality and post-service intentions/behaviors customer purchase in the low cost flight sector. The main purpose of this study is to be critical of the article's outcome and evaluate its relevance and appropriateness in an operational perspective. Specific Purpose and Objectives Based on previous analysis of consumer behavior in the low-cost airline industry, post-purchase service quality is expected to be a key success factor in consumers' purchasing decision for airlines. It is therefore relevant to evaluate to what extent the report's findings can provide the airline industry with new insights for the development of future operational and marketing strategies. The post-purchase behavior in this task is assumed to be external consumer repurchase and will focus on customer loyalty.Road mapThe review is divided into two main sections; 1) Introduction and 2) Critical thinking. In the first section, the purpose and main objective of this assignment were presented. The second section illustrates a verification and validation of the author's desired outcomes, reflections and key information/findings. New operational perspectives will also be proposed. CRITICAL THINKING Main Purpose and Key Question The author's main purpose with this article was to identify which of the five listed service quality dimensions (tangible, reliability, responsiveness, assurance, and empathy) that have the most significant influence on the consumer behavior and post-purchase decision making. This was achieved across… middle of paper… dimensions of service quality that influence post-purchase behavior. The investigation identified the Asian low-cost airline industry and its customers, where foreign countries needed to be compared to generalize. An alpha on the total 0.93 confirms high reliability and informal coherence in the study. Although misunderstanding the definition of service quality dimensions may not guarantee the validity of the results.31, 4% of participants believe that service quality has an important impact on post-purchase behavior. The item "Other factors" covers 68.6%, which seems more interesting to explore further. This could be tested in an operational perspective across the five key competitive areas, which are assumed to generate more “specialised” knowledge to develop service performance, operational measurement and competitive advantages in the flight industry.