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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    Title :

    First-Class in-Flight Services and Advertising Effectiveness: Antecedents of Customer-Centric Innovativeness and Brand Loyalty in the United States (US) Airline Industry


    Contributors:

    Published in:

    Publication date :

    2016-01-02


    Size :

    23 pages




    Type of media :

    Article (Journal)


    Type of material :

    Electronic Resource


    Language :

    English






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