Abstract
The purpose of this study was to investigate the relationship between in-flight service quality and customer citizenship behavior and the moderating effect of potential tourism needs. The survey respondents conducted 328 people who experienced in-flight services on international routes of domestic and foreign airlines for two years until October 2022 to collect data. SPSS26.0 and AMOS22.0 were used as analysis methods. As a result of the analysis, first, it was found that wellness perception had a significant positive (+) effect on physical and human services of in-flight service quality. Second, both physical and human services of in-flight service quality were found to have a significant positive (+) effect on customer citizenship behavior. Third, in the relationship between in-flight service quality and customer citizenship behavior, wellness perception was found to have no moderating effect on the desire for travel. As the importance of wellness awareness increases after COVID-19, this study suggested academic and practical implications that help the aviation field by presenting the introduction and direction of in-flight wellness programs as an in-flight service marketing strategy.
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