Jayasundara, P. LSubasinghe, S. M. A. N. M.2025-07-182025Jayasundara, P. L., & Subasinghe, S. M. A. N. M. (2025). The Impact of In-flight CRM practices on Repeat Purchase Intention: The Mediating Role of Perceived value with Special Reference to Sri Lankan Airline Industry. 9th Student Research Conference in Marketing. Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.http://repository.kln.ac.lk/handle/123456789/29749The purpose of the study is to explore how CRM practices during flights affect repeat purchase intentions among passengers in the Sri Lankan airline industry. This research also investigates the mediating role of perceived value, which is a serious gap in the literature. The study tries to add to the insights regarding the way CRM efforts reinforce customer loyalty and yield a better competitive position in a fast-evolving airline market. A mixed-method approach has been adopted for the study design; therefore, quantitative and qualitative data have been combined. Quantitative data were collected from 385 frequent flyers of Sri Lankan Airlines and its competitors. The relationships among CRM practices, perceived value, and repeat purchase intentions were investigated by analyzing the data through Spss. Semi-structured interviews added depth to the analysis through a better understanding of passenger experiences. Our findings are like this, the results indicate that in-flight CRM practices, including personalized services, feedback mechanisms, and loyalty programs, positively influence perceived value, which in turn significantly impacts repeat purchase intentions. This mediating effect highlights the importance of perceived value in enhancing customer retention. Findings also align with global studies, demonstrating that effective CRM fosters customer loyalty through improved service quality and personalized experiences. It also cannot generalize to other regions, as the research is confined to the Sri Lankan airline market. The reliance upon self-reported data introduces bias, and the cross-sectional design precludes longitudinal analysis of changing customer behaviors. This research extends the series of theoretical insights into CRM's mediating role through perceived value in enhancing repeat purchase intentions and addresses a gap in emerging market research. Practically, it provides actionable insights for Sri Lankan Airlines to refine CRM strategies, improve passenger value perceptions, and foster customer loyalty to maintain competitive advantage within a challenging marketplace. Theoretically, the study develops an understanding of the mediating role of the perceived value of CRM practices in emerging markets. From a practical perspective, this study provides some suggestions for airlines to develop CRM strategies that focus on personalized services and value creation to enhance customer loyalty. The future study can be extended to other regions or the inclusion of other mediators such as customer trust.Customer loyaltyIn-flight CRMPerceived ValueSri Lankan AirlinesRepeat Purchase IntentionArticle