A study on the effect of the physical environment in an airplane on customer loyalty

Purpose: The purpose of this study is to identify the effect of the in-flight physical environment on perceived quality and customer loyalty. Design/methodology/approach: For this analysis, a survey was conducted with airline passengers at Gimpo International Airport and Incheon International Airport. A total of 264 questionnaires were analyzed using structural equation modeling. Findings: This study found that physical environment factors such as spatiality, amenity, aesthetics and entertainingness would have a positive impact on perceived quality. In addition, this study found that perceived quality would have a positive impact on satisfaction, whereas satisfaction would have a positive impact on image and behavioral intention. Originality/value: This paper is the first research that examines the effect of in-flight physical environment on satisfaction, image, and customer loyalty simultaneously in Korea. Results of this study could be used as basic data for an enhancement strategy of the in-flight physical environment.