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The effects of experience in the A380 duty free showcase on customer behaviors

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  • Park, Ji-Hyeon
  • Park, Jin-Woo

Abstract

This study analyzes, from an experiential marketing perspective, the showcasing of duty-free products onboard the A380 aircraft, a service area that Korean Air introduced for the first time in the industry. Through the analysis the study seeks to identify the effects that customers' experience of the duty free showcase area has on their emotional response, impulse buying intention and word-of-mouth intention. For this testing, structural equation modeling was applied to data collected from passengers who had used the duty free exhibition space on Korean Air's A380. The results revealed that FEEL and ACT marketing experience in the duty free area were each found to have a positive effect on emotional response, and this factor was found to have a positive effect on impulse buying intention and word-of-mouth intention.

Suggested Citation

  • Park, Ji-Hyeon & Park, Jin-Woo, 2015. "The effects of experience in the A380 duty free showcase on customer behaviors," Journal of Air Transport Management, Elsevier, vol. 47(C), pages 135-141.
    • Handle: RePEc:eee:jaitra:v:47:y:2015:i:c:p:135-141
    DOI: 10.1016/j.jairtraman.2015.05.009
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    References listed on IDEAS

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    3. Huang, Wen-Hsien & Kuai, Liang, 2006. "The in-flight shopper," Journal of Air Transport Management, Elsevier, vol. 12(4), pages 207-211.
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    Cited by:

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    3. Kashif Farhat & Sany Sanuri Mohd Mokhtar & Salniza Md. Salleh, 2020. "Connecting the Dots of Customer-Based Brand Equity to Brand Engagement: Using the Disjoint Two Stage Approach of PLS-SEM," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(2), pages 147-168.

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