Effects of in-flight ambience and space/function on air travelers' decision to select a low-cost airline

Abstract

Few studies have been conducted of whether in-flight cabin and in-flight attributes influence air travelers' selection of a low-cost airline. This study developed an integrative model to investigate relationships between ambient conditions, space/function, cognitive and affective evaluations, satisfaction, and behavioral intentions. The relative importance of ambience and space/function in forming intentions, and a mediating impact of cognitive and affective evaluations and passenger satisfaction, were also examined. A survey was conducted on international low-cost airlines while in-flight. Overall, findings derived from a structural model indicated that air quality, temperature, layout, and equipment/amenities significantly induce favorable cognitive and affective evaluations and satisfaction, thereby influencing passengers' positive behavioral intentions. Additionally, mediating impacts of some variables were found. The findings offer meaningful implications for marketing researchers and practitioners in the low-cost airline industry.