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Assessing the effects of perceived value (utilitarian and hedonic) in LCCs and FSCs: Evidence from South Korea

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  • Kim, Yukyoung

Abstract

In the airline industry, passengers choose and buy service based on their perception of which airline delivers better value. Thus, it is important to compare two types of airlines, Low Cost Carriers (LCCs) and Full Service Carriers (FSCs), to measure how much their product or service is worth and the effect of perceived value on passengers' purchase decisions. This study examined the relationship between perceived value, satisfaction, and purchase intention in both FSCs and LCCs. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were performed for data analysis. Our findings reveal that passenger satisfaction in LCCs is affected by hedonic value and utilitarian value, but passengers' future purchase intention is not dependent on satisfaction even when passengers are satisfied. In FSCs, moreover, utilitarian value is not a significant factor for satisfaction and purchase intention. This research provides implications for airline marketers and directions for future research.

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  • Kim, Yukyoung, 2015. "Assessing the effects of perceived value (utilitarian and hedonic) in LCCs and FSCs: Evidence from South Korea," Journal of Air Transport Management, Elsevier, vol. 49(C), pages 17-22.
    • Handle: RePEc:eee:jaitra:v:49:y:2015:i:c:p:17-22
    DOI: 10.1016/j.jairtraman.2015.07.001
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    Cited by:

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    5. Yokomi, Muneki & Wheat, Phill & Mizutani, Jun, 2017. "The impact of low cost carriers on non-aeronautical revenues in airport: An empirical study of UK airports," Journal of Air Transport Management, Elsevier, vol. 64(PA), pages 77-85.
    6. Jun Hwan Kim & Hyun Cheol Lee, 2019. "Understanding the Repurchase Intention of Premium Economy Passengers Using an Extended Theory of Planned Behavior," Sustainability, MDPI, vol. 11(11), pages 1-19, June.
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    8. Heesup Han & Wei Quan & Eloy Gil-Cordero & Juan-Pedro Cabrera-Sánchez & Jongsik Yu, 2021. "Performance of Retail Stores at Airports and Their Role in Boosting Traveler Satisfaction and Willingness to Repurchase," Sustainability, MDPI, vol. 13(2), pages 1-14, January.

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