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Self-Enhancement Driven First-Class Airline Travelers’ Behavior: The Moderating Role of Third-Party Certification

Author

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  • Jinkyung Jenny Kim

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea)

  • Kwangyong Kim

    (Korean Standards Association, Seoul 08056, Korea)

  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea)

Abstract

This study was designed with a focus on self-enhancement by flying in first class to understand the intricate associations in the formation of well-being, brand attachment, and word-of-mouth. In addition, this study aimed to examine the moderating effect of third-party certification among consequent variables. For this, data were collected from 199 first-class airline travelers. A quantitative method that was comprised of structural equation modeling and multiple-group analysis wasused to test the research hypotheses. Our findings revealed that both achievement and power were significant drivers of well-being perception of first-class airline travelers and their perceived well-being contributed to building positive brand attachment and word-of-mouth. The association between brand attachment and word-of-mouth was also statistically supported. Furthermore, the moderating role of third-party certification was identified in the causal relationship between well-being perception and brand attachment. Implications were discussed along with diverse approaches for customized and exclusive offerings such as butler services pre- and post-flights or during transit at airports, and mini stretching sessions in flights to improve self-enhancement during the whole journey of a first-class experience.

Suggested Citation

  • Jinkyung Jenny Kim & Kwangyong Kim & Jinsoo Hwang, 2019. "Self-Enhancement Driven First-Class Airline Travelers’ Behavior: The Moderating Role of Third-Party Certification," Sustainability, MDPI, vol. 11(12), pages 1-18, June.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:12:p:3285-:d:239845
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    Cited by:

    1. Hyun-Jeong Ban & Hak-Seon Kim, 2019. "Understanding Customer Experience and Satisfaction through Airline Passengers’ Online Review," Sustainability, MDPI, vol. 11(15), pages 1-17, July.
    2. Beenish Tariq & Sadaf Taimoor & Hammad Najam & Rob Law & Waseem Hassan & Heesup Han, 2020. "Generating Marketing Outcomes through Internet of Things (IoT) Technologies," Sustainability, MDPI, vol. 12(22), pages 1-12, November.
    3. Jinsoo Hwang & Jinkyung Jenny Kim & Jenni Soo-Hee Lee & Noman Sahito, 2020. "How to Form Wellbeing Perception and Its Outcomes in the Context of Elderly Tourism: Moderating Role of Tour Guide Services," IJERPH, MDPI, vol. 17(3), pages 1-16, February.
    4. Heesup Han & Soyeun Lee & Sunghyup Sean Hyun, 2020. "Tourism and Altruistic Intention: Volunteer Tourism Development and Self-Interested Value," Sustainability, MDPI, vol. 12(5), pages 1-14, March.
    5. Jinsoo Hwang & Heather (Markham) Kim & Jinkyung Jenny Kim, 2023. "Examining the Importance of Motivation and Its Impact on Outcome Variables in the Context of Edible Insect Restaurant," SAGE Open, , vol. 13(2), pages 21582440231, June.
    6. Hyunjoon Kim & Jinkyung Jenny Kim & Muhammad Asif, 2019. "The Antecedents and Consequences of Travelers’ Well-Being Perceptions: Focusing on Chinese Tourist Shopping at a Duty Free," IJERPH, MDPI, vol. 16(24), pages 1-22, December.
    7. Yaeri Kim & Seojin Stacey Lee & Taewoo Roh, 2020. "Taking Another Look at Airline CSR: How Required CSR and Desired CSR Affect Customer Loyalty in the Airline Industry," Sustainability, MDPI, vol. 12(10), pages 1-19, May.
    8. Errmann, Amy & Kim, Jungkeun & Lee, Daniel Chaein & Seo, Yuri & Lee, Jaeseok & Kim, Seongseop Sam, 2021. "Mindfulness and pro-environmental hotel preference," Annals of Tourism Research, Elsevier, vol. 90(C).

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