Abstract
The present research presented a conceptual framework by uncovering the apparent role of ambient condition quality (in-flight air, noise level, and temperature), image congruity, love, respect, and perceived ticket price in increasing customer approach behaviors in the full service carrier (FSC) industry. A quantitative method was used. The evaluation of the measurement model verified the quality of construct measures. Findings from statistical analyses demonstrated the significant associations among research variables, and identified the mediating nature of FSC love and FSC respect. In addition, the important moderating effect of perceived FSC ticket price was found. A prominent role of ambient condition quality in eliciting approach behaviors was also explored. Overall, our theoretical framework contained a prediction power for approach behaviors. The research findings thus assist FSC researchers and practitioners to better understand the process of generating the customer decision-making process and behaviors that are positive for full service carriers. This research hence successfully fulfilled its objective to discover the influences of the customer approach behaviors in the full service carrier (FSC) industry.
Highlights
The COVID-19 pandemic has greatly affected the tourism industry, restricting both domestic and international travels [1]
The purpose of this study was to determine the relationship between ambient condition quality, image congruity, full service carrier (FSC) love and respect, perceived FSC ticket price, and approach behaviors for an FSC
A measurement model was developed from a confirmatory factor analysis (CFA) (χ2 = 210.155, df = 88, p < 0.001, χ2/df = 2.388, RMSEA = 0.072, CFI = 0.966, IFI = 0.966, and TLI = 0.954)
Summary
The COVID-19 pandemic has greatly affected the tourism industry, restricting both domestic and international travels [1]. For flying travelers domestically and internationally, the airline industry is undoubtedly the main contributor to the advancements of the entire tourism industry over the past few decades [5]. While the popularity of international/domestic air traveling and its frequency have steadily increased, such rapid expansion of the airline industry has enhanced the competition in the marketplace [6]. In the global airline market whose life cycle is a maturity stage, the full service carrier (FSC) sector faced stronger competition than ever [7]. The rising low-cost carrier (LCC) sector for the past few decades has made a far more competitive FSC market environment [3,8].
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