IDEAS home Printed from https://ideas.repec.org/a/eee/jaitra/v121y2024ics0969699724001510.html
   My bibliography  Save this article

Determining factors affecting the upselling acceptance of business class seats among Filipino passengers: An extended theory of planned behavior approach

Author

Listed:
  • Flores, Fernan Patrick
  • Prasetyo, Yogi Tri

Abstract

Upselling of business class seats has been implemented by many commercial airlines as part of their revenue management strategies. The purpose of this was to determine factors affecting the upselling acceptance of business class seats among Filipino passengers by utilizing an extended Theory of Planned Behavior (TPB) approach. A total 323 Filipinos voluntarily answered an online questionnaire that was distributed through a purposive sampling approach. The questionnaire consisted of 41 items that covered various factors such as Price (PR), Perceived Value (PV), Social Status (SS), Facilitating Conditions (FC), Hedonic Motivation (HM), Subjective Norm (SN), Attitude (A), Perceived Behavioral Control (PBC), and Intention (I). Partial Least Squares Structural Equation Modeling (PLS-SEM) showed SN was the most significant factor affecting passengers' intention to accept business class upselling offer, followed by PBC, PR, A, and FC. In addition, PV, FC, and A had significant effects on PBC which subsequently led to I. Furthermore, HM, P, and SS had significant effects on A which subsequently led to SN and I. Meanwhile, only two hypotheses were not supported by the study. This study is one of the first studies that explored the upselling in the business class seats using behavioral factors and additional variables to determine their intentions. The results of this study could help the airline industry to evaluate their strategy in revenue management. Finally, the findings of this study add to the current literature and help airlines’ marketing strategy and promote seat bidding.

Suggested Citation

  • Flores, Fernan Patrick & Prasetyo, Yogi Tri, 2024. "Determining factors affecting the upselling acceptance of business class seats among Filipino passengers: An extended theory of planned behavior approach," Journal of Air Transport Management, Elsevier, vol. 121(C).
  • Handle: RePEc:eee:jaitra:v:121:y:2024:i:c:s0969699724001510
    DOI: 10.1016/j.jairtraman.2024.102686
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969699724001510
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jairtraman.2024.102686?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Buaphiban, Thapanat & Truong, Dothang, 2017. "Evaluation of passengers' buying behaviors toward low cost carriers in Southeast Asia," Journal of Air Transport Management, Elsevier, vol. 59(C), pages 124-133.
    2. Truong, Dothang & Pan, Jing Yu & Buaphiban, Thapanat, 2020. "Low cost carriers in Southeast Asia: How does ticket price change the way passengers make their airline selection?," Journal of Air Transport Management, Elsevier, vol. 86(C).
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Jou, Rong-Chang & Kuo, Chung-Wei & Chiu, Yi-Chun, 2022. "Bidding behaviors for international airline seats in short/long distance flights," Transportation Research Part A: Policy and Practice, Elsevier, vol. 163(C), pages 55-79.
    5. Özlem Atalık & Mahmut Bakır & Şahap Akan, 2019. "The Role of In-Flight Service Quality on Value for Money in Business Class: A Logit Model on the Airline Industry," Administrative Sciences, MDPI, vol. 9(1), pages 1-15, March.
    6. Ajitha, S. & Sivakumar, V.J., 2017. "Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 103-113.
    7. Rebecca A. Betensky, 2019. "The p-Value Requires Context, Not a Threshold," The American Statistician, Taylor & Francis Journals, vol. 73(S1), pages 115-117, March.
    8. Pan, Jing Yu & Truong, Dothang, 2018. "Passengers’ intentions to use low-cost carriers: An extended theory of planned behavior model," Journal of Air Transport Management, Elsevier, vol. 69(C), pages 38-48.
    9. Ruiz-Mafe, Carla & Sanz-Blas, Silvia & Hernandez-Ortega, Blanca & Brethouwer, Meike, 2013. "Key drivers of consumer purchase of airline tickets: A cross-cultural analysis," Journal of Air Transport Management, Elsevier, vol. 27(C), pages 11-14.
    10. Teichert, Thorsten & Shehu, Edlira & von Wartburg, Iwan, 2008. "Customer segmentation revisited: The case of the airline industry," Transportation Research Part A: Policy and Practice, Elsevier, vol. 42(1), pages 227-242, January.
    11. Rajaguru, Rajesh, 2016. "Role of value for money and service quality on behavioural intention: A study of full service and low cost airlines," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 114-122.
    12. Dresner, Martin, 2006. "Leisure versus business passengers: Similarities, differences, and implications," Journal of Air Transport Management, Elsevier, vol. 12(1), pages 28-32.
    13. Hares, Andrew & Dickinson, Janet & Wilkes, Keith, 2010. "Climate change and the air travel decisions of UK tourists," Journal of Transport Geography, Elsevier, vol. 18(3), pages 466-473.
    14. O’Connell, John F. & Williams, George, 2005. "Passengers’ perceptions of low cost airlines and full service carriers: A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines," Journal of Air Transport Management, Elsevier, vol. 11(4), pages 259-272.
    15. Shmueli, Galit & Ray, Soumya & Velasquez Estrada, Juan Manuel & Chatla, Suneel Babu, 2016. "The elephant in the room: Predictive performance of PLS models," Journal of Business Research, Elsevier, vol. 69(10), pages 4552-4564.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jun Hwan Kim & Hyun Cheol Lee, 2019. "Understanding the Repurchase Intention of Premium Economy Passengers Using an Extended Theory of Planned Behavior," Sustainability, MDPI, vol. 11(11), pages 1-19, June.
    2. Jing Yu Pan & Dothang Truong, 2021. "Low cost carriers in China: passenger segmentation, controllability, and airline selection," Transportation, Springer, vol. 48(4), pages 1587-1612, August.
    3. Jing Yu Pan & Dothang Truong, 0. "Low cost carriers in China: passenger segmentation, controllability, and airline selection," Transportation, Springer, vol. 0, pages 1-26.
    4. Pan, Jing Yu & Truong, Dothang, 2018. "Passengers’ intentions to use low-cost carriers: An extended theory of planned behavior model," Journal of Air Transport Management, Elsevier, vol. 69(C), pages 38-48.
    5. Truong, Dothang & Pan, Jing Yu & Buaphiban, Thapanat, 2020. "Low cost carriers in Southeast Asia: How does ticket price change the way passengers make their airline selection?," Journal of Air Transport Management, Elsevier, vol. 86(C).
    6. Pan, Jing Yu & Liu, Dahai, 2022. "Mask-wearing intentions on airplanes during COVID-19 – Application of theory of planned behavior model," Transport Policy, Elsevier, vol. 119(C), pages 32-44.
    7. Chandra Mahapatra, Subas & Bellamkonda, Raja Shekhar, 2023. "Higher expectations of passengers do really sense: Development and validation a multiple scale-FliQual for air transport service quality," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    8. Irawan, Muhammad Zudhy & Simanjuntak, Nurvita I.M. & Bastarianto, Faza Fawzan & Dwitasari, Reslyana & Herawati,, 2020. "Predicting the impact of Trans Java Toll Roads on demand for intercity air travel in Indonesia," Journal of Air Transport Management, Elsevier, vol. 87(C).
    9. Lee, Won Seok & Tang, Ruohan & Moon, Joonho & Song, Myungkeun, 2022. "The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines," Journal of Air Transport Management, Elsevier, vol. 102(C).
    10. Kasim, Kabir O. & Winter, Scott R. & Liu, Dahai & Keebler, Joseph R. & Spence, Tyler B., 2021. "Passengers’ perceptions on the use of biometrics at airports: A statistical model of the extended theory of planned behavior," Technology in Society, Elsevier, vol. 67(C).
    11. Peeraya Thongkruer & Sawat Wanarat, 2023. "The Relationship between Air Travel Service Quality and Factors of Theory of Planned Behavior: Evidence from Low-Cost Airlines in Thailand," Sustainability, MDPI, vol. 15(11), pages 1-26, May.
    12. Castillo-Manzano, José I. & López-Valpuesta, Lourdes, 2014. "Living “up in the air†: Meeting the frequent flyer passenger," Journal of Air Transport Management, Elsevier, vol. 40(C), pages 48-55.
    13. Yadav, Rambalak & Giri, Arunangshu & Chatterjee, Satakshi, 2022. "Understanding the users' motivation and barriers in adopting healthcare apps: A mixed-method approach using behavioral reasoning theory," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    14. Zaitul Zaitul & Ilona Desi & Novianti Neva, 2022. "Village-Based Tourism Performance: Tourist Satisfaction and Revisit Intention," Polish Journal of Sport and Tourism, Sciendo, vol. 29(2), pages 36-43, June.
    15. Cabrera-Sánchez, Juan-Pedro & Villarejo-Ramos, à ngel F., 2020. "Acceptance and use of big data techniques in services companies," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    16. Rodrigo Acuna-Agost & Eoin Thomas & Alix Lhéritier, 2021. "Price elasticity estimation for deep learning-based choice models: an application to air itinerary choices," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(3), pages 213-226, June.
    17. Nguyen Thi Cam Le & Mai Ngoc Khuong, 2023. "Investigating brand image and brand trust in airline service: Evidence of Korean Air," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(2), pages 55-65.
    18. Martín-Navarro, Alicia & Velicia-Martín, Felix & Medina-Garrido, José Aurelio & Palos-Sánchez, Pedro R., 2023. "Impact of effectual propensity on entrepreneurial intention," Journal of Business Research, Elsevier, vol. 157(C).
    19. Nguyen-Phuoc, Duy Quy & Su, Diep Ngoc & Nguyen, Minh Hieu & Vo, Nguyen S. & Oviedo-Trespalacios, Oscar, 2022. "Factors influencing intention to use on-demand shared ride-hailing services in Vietnam: risk, cost or sustainability?," Journal of Transport Geography, Elsevier, vol. 99(C).
    20. Su, Min & Luan, Weixin & Fu, Xiaowen & Yang, Zaili & Zhang, Rui, 2020. "The competition effects of low-cost carriers and high-speed rail on the Chinese aviation market," Transport Policy, Elsevier, vol. 95(C), pages 37-46.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jaitra:v:121:y:2024:i:c:s0969699724001510. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/journal-of-air-transport-management/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.