Lovemarks and effect of in-flight product performance on airline passengers' purchase intention

Abstract

We developed a theoretical model by identifying the factors that comprise the role of in-flight product performance (service encounter, physical environment, food and beverage), and brand love and respect (Lovemarks) in building passengers' behavioral intention in the fullservice airline industry. We compiled survey items and collected responses from 316 airline passengers for empirical analysis. The measurement model demonstrated a satisfactory level of reliability and validity. Quantitative analysis results show there was a second-order structure of in-flight product performance, significant relationships between all variables, a significant mediating role of Lovemarks, and comparative importance of in-flight product performance in determining passengers' behavioral intentions. Our theorization comprising the multiple dimensions of product performance and Lovemarks theory was supported. The theoretical framework sufficiently accounted for the variance in passengers' behavioral intentions regarding full-service airline products.