Do Ambient Conditions (Air Quality, Noise Level and Temperature) and Image Congruity Matter for Boosting Customer Approach Behaviors in the FSC Sector?

Heesup Han, Linda Heejung Lho, Antonio Ariza-Montes, Kyung-Sik Lee, Hyungshin Baek and Luis Araya-Castillo
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Heesup Han: College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea
Linda Heejung Lho: College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea
Antonio Ariza-Montes: Social Matters Research Group, Universidad Loyola Andalucía, 414004 Cordóba, Spain
Kyung-Sik Lee: Department of Airline Services, Dongshin University, Jeollanam-do 58245, Korea
Hyungshin Baek: AIR BUSAN Passenger Transport Service, BAS Co., Ltd., 3F, 108, Gonghangjinip-ro, Gangseo-gu, Busan 46718, Korea
Luis Araya-Castillo: Facultad de Economía y Negocios, Universidad Andrés Bello, Santiago de Chile 7591538, Chile

Sustainability, 2020, vol. 12, issue 24, 1-14

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.

Keywords: full service carrier (FSC); quality of ambient conditions; image congruity; FSC love; FSC respect; approach behaviors; ticket price (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:24:p:10636-:d:465053

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