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Do Ambient Conditions (Air Quality, Noise Level and Temperature) and Image Congruity Matter for Boosting Customer Approach Behaviors in the FSC Sector?

Author

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  • Heesup Han

    (College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea)

  • Linda Heejung Lho

    (College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea)

  • Antonio Ariza-Montes

    (Social Matters Research Group, Universidad Loyola Andalucía, 414004 Cordóba, Spain)

  • Kyung-Sik Lee

    (Department of Airline Services, Dongshin University, Jeollanam-do 58245, Korea)

  • Hyungshin Baek

    (AIR BUSAN Passenger Transport Service, BAS Co., Ltd., 3F, 108, Gonghangjinip-ro, Gangseo-gu, Busan 46718, Korea)

  • Luis Araya-Castillo

    (Facultad de Economía y Negocios, Universidad Andrés Bello, Santiago de Chile 7591538, Chile)

Abstract

The present research presented a conceptual framework by uncovering the apparent role of ambient condition quality (in-flight air, noise level, and temperature), image congruity, love, respect, and perceived ticket price in increasing customer approach behaviors in the full service carrier (FSC) industry. A quantitative method was used. The evaluation of the measurement model verified the quality of construct measures. Findings from statistical analyses demonstrated the significant associations among research variables, and identified the mediating nature of FSC love and FSC respect. In addition, the important moderating effect of perceived FSC ticket price was found. A prominent role of ambient condition quality in eliciting approach behaviors was also explored. Overall, our theoretical framework contained a prediction power for approach behaviors. The research findings thus assist FSC researchers and practitioners to better understand the process of generating the customer decision-making process and behaviors that are positive for full service carriers. This research hence successfully fulfilled its objective to discover the influences of the customer approach behaviors in the full service carrier (FSC) industry.

Suggested Citation

  • Heesup Han & Linda Heejung Lho & Antonio Ariza-Montes & Kyung-Sik Lee & Hyungshin Baek & Luis Araya-Castillo, 2020. "Do Ambient Conditions (Air Quality, Noise Level and Temperature) and Image Congruity Matter for Boosting Customer Approach Behaviors in the FSC Sector?," Sustainability, MDPI, vol. 12(24), pages 1-14, December.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:24:p:10636-:d:465053
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    References listed on IDEAS

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