Self-Enhancement Driven First-Class Airline Travelers’ Behavior: The Moderating Role of Third-Party Certification

Jinkyung Jenny Kim, Kwangyong Kim and Jinsoo Hwang
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Jinkyung Jenny Kim: The College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea
Kwangyong Kim: Korean Standards Association, Seoul 08056, Korea
Jinsoo Hwang: The College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea

Sustainability, 2019, vol. 11, issue 12, 1-18

Abstract: This study was designed with a focus on self-enhancement by flying in first class to understand the intricate associations in the formation of well-being, brand attachment, and word-of-mouth. In addition, this study aimed to examine the moderating effect of third-party certification among consequent variables. For this, data were collected from 199 first-class airline travelers. A quantitative method that was comprised of structural equation modeling and multiple-group analysis wasused to test the research hypotheses. Our findings revealed that both achievement and power were significant drivers of well-being perception of first-class airline travelers and their perceived well-being contributed to building positive brand attachment and word-of-mouth. The association between brand attachment and word-of-mouth was also statistically supported. Furthermore, the moderating role of third-party certification was identified in the causal relationship between well-being perception and brand attachment. Implications were discussed along with diverse approaches for customized and exclusive offerings such as butler services pre- and post-flights or during transit at airports, and mini stretching sessions in flights to improve self-enhancement during the whole journey of a first-class experience.

Keywords: first-class airline travelers; self-enhancement; well-being perception; brand attachment; word-of-mouth; third-party certification (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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