In-flight physical surroundings: quality, satisfaction, and traveller loyalty in the emerging low-cost flight market

Heesup Han and Jinsoo Hwang

Current Issues in Tourism, 2017, vol. 20, issue 13, 1336-1354

Abstract: The purpose of our research was to investigate the relationships among overall service quality, customer satisfaction, and behavioural intentions by considering the moderating impact of in-flight ambient conditions (air quality, temperature, odour, and noise) in the low-cost airline industry. A survey was conducted on international flights. Results of the structural equation modelling from a sample of 402 passengers indicated that quality and satisfaction are significant drivers of intentions; and satisfaction acted as a significant mediators. Additionally, supporting the moderating impact of ambience, findings from the tests for metric invariance revealed that the effect of satisfaction on intentions was stronger for the high air quality, temperature, odour, and noise groups than for the low groups; and the strength of the relationship between quality and intentions was greater in the high noise group than in the low noise group. Our results will help practitioners/researchers develop effective strategies/theories for passenger satisfaction and retention.

Date: 2017
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DOI: 10.1080/13683500.2014.960371

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