FIRST-CLASS IN-FLIGHT SERVICES AND ADVERTISING EFFECTIVENESS: ANTECEDENTS OF CUSTOMER-CENTRIC INNOVATIVENESS AND BRAND LOYALTY IN THE UNITED STATES (US) AIRLINE INDUSTRY
- Authors
- Kim, Seontaik; Kim, Insin; Hyun, Sunghyup Sean
- Issue Date
- Jan-2016
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- Customer-centric innovativeness; first-class passenger market; in-flight service design; advertising effectiveness; brand loyalty
- Citation
- JOURNAL OF TRAVEL & TOURISM MARKETING, v.33, no.1, pp.118 - 140
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNAL OF TRAVEL & TOURISM MARKETING
- Volume
- 33
- Number
- 1
- Start Page
- 118
- End Page
- 140
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/155381
- DOI
- 10.1080/10548408.2015.1038420
- ISSN
- 1054-8408
- Abstract
- In this study we consider the first-class passenger market to identify in-flight service-related triggers of customer-centric innovativeness, test the effect of customer-centric innovativeness on brand loyalty, and examine the moderating role of advertising effectiveness. A series of theory-based hypotheses was examined through structural equation modeling using empirical data collected from a sample of 205 first-class airline passengers in the United States (US). The results indicate that various experiential dimensions of in-flight service designs (including food, entertainment, physical environment, and flight attendant performance/physical appearance) in the first-class passenger market had significant effects on perceived firm innovativeness. In addition, advertising effectiveness moderated the effects of in-flight food services and flight attendant physical appearance on perceived firm innovativeness. These results clearly suggest that customer-centric innovativeness is a strong driver of brand loyalty in the first-class passenger market. The study provides a theoretical basis for future research and offers some effective management methods for enhancing first-class passengers' loyalty in the airline industry.
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