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Article
Publication date: 13 November 2017

Sanghyeop Lee, Bee-Lia Chua, Hyeon-Cheol Kim and Heesup Han

In consideration of the lack of research regarding airline lounge customers’ behavior, the purpose of this study was to examine the relationships among brand personality…

2001

Abstract

Purpose

In consideration of the lack of research regarding airline lounge customers’ behavior, the purpose of this study was to examine the relationships among brand personality, self-congruity, functional congruity, positive emotion, customer satisfaction and revisit intentions in airline lounges.

Design/methodology/approach

On the basis of theoretical associations among study constructs, a conceptual model was proposed and tested using the data collected from airline lounge patrons through an online survey.

Findings

The empirical results showed that brand personality was positively related to self-congruity. Self-congruity was significantly associated with positive emotions and functional congruity. In addition, functional congruity was significantly associated with positive emotions. This result also indicated that positive emotion significantly influenced customer satisfaction. The mediation tests showed that both self-congruity and functional congruity significantly affected customer satisfaction through positive emotion. Customer satisfaction was a significant predictor of revisit intentions within the context of airline lounges.

Practical implications

Overall, these results help airline lounge operators understand lounge travelers who become more demanding with regard to brand personality, self-congruity and functional congruity.

Originality/value

This research was the first to test the effectiveness of image congruity theory in the domain of airline lounges. Our findings contribute to the body of knowledge on customer behaviors in airline lounges and image congruity.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 11
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 30 December 2019

Heesup Han, Kai-Sean Lee, HakJun Song, Sanghyeop Lee and Bee-Lia Chua

The purpose of this paper is to investigate the interrelationships among coffeehouse brand experiences, customer satisfaction and perceived value in generating patrons’ repeat…

2197

Abstract

Purpose

The purpose of this paper is to investigate the interrelationships among coffeehouse brand experiences, customer satisfaction and perceived value in generating patrons’ repeat purchase intention.

Design/methodology/approach

The survey sample consisted of 379 coffeehouse patrons who visited an international chain coffeehouse in a metropolitan city of South Korea.

Findings

The results of the structural equation modeling revealed that a coffeehouse brand experience exerted a significant influence on customer satisfaction and perceived value. The repurchase intention was found to be a significant and positive function of customer satisfaction and perceived value. Moreover, the result of the metric invariance test demonstrated a significant moderating impact on the relationships between coffeehouse brand experiences and customer satisfaction, coffeehouse brand experiences and perceived value, and customer satisfaction and repurchase intention.

Research limitations/implications

An examination of the moderating role of switching costs demonstrated that the relationships between coffeehouse brand experiences and customer satisfaction, between coffeehouse brand experiences and perceived value and between customer satisfaction and repurchase intention differed across switching costs groups. More specifically, the relationship strength was greater for the high group of switching costs than for the low group.

Originality/value

The present study provides coffeehouse management with a better understanding of the underlying mechanism of patrons’ repurchase decision generation process.

Details

Journal of Hospitality and Tourism Insights, vol. 3 no. 1
Type: Research Article
ISSN: 2514-9792

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Article
Publication date: 20 February 2019

Heesup Han, Jongsik Yu, Bee-Lia Chua, Sanghyeop Lee and Wansoo Kim

The purpose of this study was to examine airline passengers’ repurchase decision-making process by developing a sturdy theoretical framework comprising in-flight core-product and…

4951

Abstract

Purpose

The purpose of this study was to examine airline passengers’ repurchase decision-making process by developing a sturdy theoretical framework comprising in-flight core-product and service-encounter quality, brand attitude, image, trust and love. The authors also attempted to examine if such decision formation differs across full-service and low-cost airlines in South Korea.

Design/methodology/approach

A quantitative method was used to achieve research objectives. For assessment of the conceptual framework and test of research hypotheses, a structural equation modeling and test for metric invariance were used.

Findings

The results revealed that in-flight product and service-encounter quality significantly affected their subsequent variables, and their impact on intention was mediated by brand attitude, image, trust and love. In addition, brand image along with brand trust included the strongest influence on intention. Findings also indicated that the relationships among brand attitude, image, trust and love significantly differed between full-service and low-cost airlines.

Practical implications

Increasing the customer retention rate is a key component of airline business success. This study made an important contribution to advancing the existing knowledge on what factors induce airline customers’ decision to repurchase a particular airline product and how such factors are interrelated with each other within the proposed model.

Originality/value

This research was the first to explore that the relationship strength among brand image, brand attitude, brand trust and brand love are not equal between full-service and low-cost airline passenger groups.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 4
Type: Research Article
ISSN: 0959-6119

Keywords

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Article
Publication date: 12 June 2017

Bee-Lia Chua, Sanghyeop Lee and Heesup Han

This study aims to test the relationships among involvement, perceived price, perceived quality, affective satisfaction, perceived value, attitudinal loyalty and behavioral…

2067

Abstract

Purpose

This study aims to test the relationships among involvement, perceived price, perceived quality, affective satisfaction, perceived value, attitudinal loyalty and behavioral loyalty in the cruise line industry. In addition, this study attempted to identify whether the differences in these variables exist across first-time and repeat cruise customers.

Design/methodology/approach

The web-based survey was used. A total of 403 complete responses were used for data analysis. Anderson and Gerbing’s (1988) two-step approach was used to achieve study objectives.

Findings

The t-test analyses demonstrated that repeat cruise customers expressed significantly lower perceived price and higher affective satisfaction, perceived value and behavioral loyalty than first-time cruise travelers. The structural equation modeling results revealed that involvement has an important role in loyalty generation process. However, the structural model did not significantly differ across first-time and repeat customers.

Practical implications

Overall, the results indicated the critical needs to develop individuals’ interest in cruise vacation with a particular cruise line. Cruise line operators who undertake promotion efforts that enhance people involvement with their cruise line should result in greater likelihood of choosing the same cruise line in the future.

Originality/value

With a lack of research about cruise line involvement and loyalty, this research contributes to theoretical understanding of intricate attitudinal and behavioral loyalty generation process across first-time and repeat cruise passengers.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 6
Type: Research Article
ISSN: 0959-6119

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