Abstract
Purpose: The purpose of this study is to identify the effect of the in-flight physical environment on perceived quality and customer loyalty. Design/methodology/approach: For this analysis, a survey was conducted with airline passengers at Gimpo International Airport and Incheon International Airport. A total of 264 questionnaires were analyzed using structural equation modeling. Findings: This study found that physical environment factors such as spatiality, amenity, aesthetics and entertainingness would have a positive impact on perceived quality. In addition, this study found that perceived quality would have a positive impact on satisfaction, whereas satisfaction would have a positive impact on image and behavioral intention. Originality/value: This paper is the first research that examines the effect of in-flight physical environment on satisfaction, image, and customer loyalty simultaneously in Korea. Results of this study could be used as basic data for an enhancement strategy of the in-flight physical environment.
Highlights
As for airlines, customers spend a long time in physical environments such as the airplane cabin
The perceived quality of the in-flight physical environment may have an important impact on customer satisfaction
Research Methodology 3.1 Research model This study aims to examine the impact the physical environment would have on perceived quality and the impact this perceived quality would have on satisfaction, image and customer image
Summary
As for airlines, customers spend a long time in physical environments such as the airplane cabin. The perceived quality of the in-flight physical environment may have an important impact on customer satisfaction. Psychological images and physical environments often play a critical role for them to choose airlines. Korean Air introduced a new uniform in 2007 and improved the in-flight physical environment with the next-generation airplane A380 in order to create the image of being a world-class airline. It is imperative for airlines to meet the expectations of passengers and have differentiated points for the physical environment in order to manage their corporate image. It is necessary required to highlight the importance of the in-flight physical environment for airlines and to identify the configurations thereof
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