Contribution of airline F&B to passenger loyalty enhancement in the full-service airline industry. Issue 3 (23rd March 2020)

• Record Type: Journal Article
• Authors: Han, Heesup; Lee, Kai-Sean; Chua, Bee-Lia; Lee, Sanghyeop
• Is Part Of: Journal of travel & tourism marketing. Volume 37:Issue 3(2020)
• Page Start: 380
• Page End: 395
• Publication Date: 2020-03-23
• Subjects: Airline food and beverage performance -- passenger loyalty -- full-service carriers -- physical environment -- cognitive appraisal -- affective appraisal; Tourism -- Periodicals; 338.47910688
• DOI: 10.1080/10548408.2020.1757563
• Languages: English
• ISSNs: 1054-8408

Abstract

ABSTRACT: This study examined the role of airline food and beverage (F&B) performances, and how it affects full-service airline passengers' loyalty generation processes. The roles of passengers' cognitive and affective appraisals of flight experiences were considered, as well as the moderating role in-flight physical environment. 302 U.S. airline passengers were sampled and results from a structural equation modeling showed that the intricate interrelationships of airline F&B performances, cognitive appraisal of flight experiences, and affective appraisal of flight experiences were significantly supported. Moreover, a metric invariance test identified that in-flight physical environment played a significant moderating role.