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Impact of passengers’ flight experience on satisfaction, and loyalty. The case of full-service airline companies
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Na última década, muitos estudos têm-se focado no setor aéreo. O motivo deve-se à inovação tecnológica, à crescente concorrência entre as companhias aéreas e às mudanças na oferta e procura. As inovações tecnológicas transformaram a maneira como os consumidores interagem com o transporte aéreo, e influenciaram diretamente, os terminais aeroportuários, as regulamentações do setor, as operações diárias, tornando-as mais seguras e pontuais. O desenvolvimento de novas aeronaves, impulsionado pela redução de custos e necessidade de maior sustentabilidade, tem contribuído também para melhorar a experiência do passageiro aéreo.
Simultaneamente, a tecnologia tem proporcionado uma experiência mais personalizada e acessível, permitindo que os passageiros escolham a companhia aérea, adquiram bilhetes, realizem check-ins online e desfrutem de serviços personalizados a bordo. Por seu lado, a globalização e a desregulamentação do espaço aéreo foram cruciais na criação de novas rotas e na abertura de destinos nacionais e internacionais anteriormente inacessíveis ao turismo. Além disso, o surgimento de companhias aéreas de baixo custo levou à democratização do transporte aéreo, com tarifas mais acessíveis e operações simplificadas.
Neste contexto, as companhias aéreas de serviço completo (Full-Service Carriers - FSCs) enfrentam desafios crescentes para se manterem competitivas. Estas empresas precisam equilibrar a oferta de tarifas competitivas e serviços simplificados sem comprometer a qualidade. A crescente personalização dos serviços e a conscientização ambiental dos consumidores tem pressionado as FSCs a adotarem práticas mais sustentáveis, e a personalizar os seus serviços, durante toda a jornada do cliente (antes, durante e após o voo).
Este contexto, representa um desafio para as FSCs, no sentido de criarem valor adicional para atrair e reter passageiros. A solução está na oferta de experiências envolventes, personalizadas, agradáveis e memoráveis, que não só agregam valor, mas também incentivam os passageiros a pagar mais por um serviço diferenciado. Assim, o foco em experiências ricas e sensoriais representa uma oportunidade única para as FSCs se destacarem em relação às companhias de baixo custo e manterem a sua competitividade.
Neste sentido, esta tese investiga como a experiência de voo (usando como dimensões, os tangíveis da companhia, empatia, segurança e avaliação sensorial) de companhias aéreas de serviço completo (FSC) afetam as perceções dos passageiros sobre a imagem da companhia e a sua experiência hedónica, bem como como estes fatores influenciam a satisfação e a lealdade dos passageiros. Embora exista um extenso quadro teórico sobre as companhias aéreas e os serviços, a maioria dos estudos concentra-se em atributos tangíveis e na qualidade do serviço per se, negligenciando a subjetividade do consumidor e a intangibilidade da experiência. A revisão de literatura inicial (Capítulo 2), utilizando a metodologia de revisão sistemática da literatura, confirmou a dependência dos estudos anteriores na qualidade do serviço e em fatores tangíveis. Também revelou que o intangível da experiência ainda não foi suficientemente explorado. Entre as oportunidades para investigação futura, identificaram-se fatores anteriormente estudados que permanecem relevantes e cruciais no contexto atual da experiência de voo, tais como, elementos tangíveis, empatia e segurança. Identificaram-se também outros fatores ainda por explorar, como a avaliação sensorial e o hedonismo. Estes fatores, juntamente com a imagem, foram investigados para aferir o impacto da experiência de voo na satisfação e lealdade dos passageiros no contexto das FSCs.
Para o efeito, foi realizada uma nova revisão de literatura (Capítulo 3) com o objetivo de desenvolver o modelo conceptual e as hipóteses de investigação. No total, foram propostas 6 hipóteses. A metodologia escolhida (Capítulo 4) para a pesquisa empírica, foi baseada na metodologia quantitativa. Para o efeito, um questionário semiestruturado utilizando a Escala de Likert de 5 pontos (nível de concordância), foi aplicado online, em sites (e.g., LinkedIn) e apps (e.g., WhatsApp) ligadas ao turismo. O estudo de caso, centrou-se no aeroporto internacional de IKA –Tehran Imam Khomeini, escolhido pela sua dimensão (tráfego superior a 7 milhões de passageiros por ano), natureza (serviço a FSCs de grande e pequena dimensão) e importância (principal aeroporto do Irão para tráfego internacional). Utilizando escalas anteriormente validadas e adaptadas, foi obtida uma amostra de conveniência de 402 respondentes. A análise descritiva foi realizada com o SPSS v29 e a modelagem de equações estruturais com o SmartPLS v4. Os resultados (Capítulo 5) encontrados na análise descritiva revelaram que a maioria dos entrevistados são homens casados, com idades entre 35 e 44 anos, com mestrado, empregados (engenheiros, empresários e gestores) que utilizaram a Iran Air como companhia aérea em 2022, em voos de classe económica entre Istambul (IST) e Teerão (IKA).
Na modelagem de equações estruturais, as relações entre os construtos foram examinadas com modelagem de equações estruturais utilizando a abordagem de mínimos quadrados parciais (PLS). O modelo PLS foi analisado e interpretado em duas etapas. Na primeira etapa, o modelo de medição deve ser examinado realizando análises de validade e confiabilidade em cada uma das medidas do modelo. Para o efeito, foi necessário retirar itens, para cumprir os critérios de validade e confiabilidade. Na segunda etapa, o modelo estrutural foi verificado através da estimação das relações entre os construtos do modelo, determinando sua significância e a capacidade preditiva do modelo. Os resultados mostraram que as seis hipóteses (H1a. TANG -> IMGE, H1b. TANG -> HDNC; H2a. EMPT -> IMGE, H2b. EMPT -> HDNC; H3a. SAFE -> IMGE, H3b. SAFE -> HDNC; H4a. SENSE -> IMGE, H4b. SENSE -> HDNC; H5a. HDNC -> IMGE, H5b. HDNC -> SATS, H5c. HDNC -> LOYT; H6a. IMGE -> SATS, H6b. IMGE -> LOYT) foram aceites.
As conclusões da investigação (Capítulo 6), demonstram que os elementos tangíveis das companhias aéreas (conforto, espaço para as pernas, entretenimento de voo) a empatia (atenção pessoal dada ao passageiro), a segurança (riscos percecionados durante o voo) e a avaliação sensorial (perceção sensorial do ambiente envolvente) contribuem para uma experiência hedónica (diversão vivida durante o voo) e para o reforço positivo da imagem (crenças e impressões do passageiro) da companhia aérea, bem como para a satisfação (avaliação da experiência) e lealdade (compromisso) do passageiro. As implicações teóricas e práticas revelam que as mudanças no setor aéreo requerem uma abordagem mais intangível, explorando a relação humana, o sensorial e o hedónico, frequentemente negligenciados pela academia. Em termos práticos, recomenda-se aos gestores das companhias aéreas a utilização do marketing de experiências nas suas várias abordagens (por exemplo, marketing gustativo, marketing olfativo) para criar uma atmosfera agradável e memorável, que distinga as FSCs das companhias de baixo custo.
In the last decade, the aviation sector has been the focus of numerous studies. The reason lies in the technological innovations, increased competition and changes in supply and demand of the airline industry. The technological innovations have transformed the way consumers interact with the industry (i.e., air travel) and have directly impacted airport terminals, regulations, and daily operations, making them safer and more punctual. The development of new aircraft, driven by the need to reduce costs and increase sustainability, has also contributed for an improved passenger experience. Technology has help companies to provide their customers a more personalized and accessible experience, allowing passengers to choose airlines, purchase tickets, do check-in online, and enjoy customized services on board. Globalization and deregulation of airspace have been crucial in creating new routes and opening previously inaccessible destinations to tourism. The emergence of low-cost carriers has democratized air travel, with more affordable fares and more simplified operations. In this context, full-service carriers (FSCs) face the challenge of balancing competitive fares and simplified services without compromising quality. Growing service personalization and consumer environmental awareness press FSCs to adopt more sustainable practices and personalize services throughout the customer journey. FSCs need to create additional value to attract and retain their passengers by offering engaging and rich experiences that encourage passengers to pay more for differentiated airline services. This thesis investigates how key aspects of the full-service carrier (FSC) flight experience—such as airline tangibles, empathy, safety, sensory evaluation—influence passengers' perceptions of the airline's image and their hedonic experience, and how these factors affect overall passenger satisfaction and loyalty. While many studies address tangible attributes and service quality, the subjectivity and intangibility of experience have not been thoroughly explored. To this end, a new literature review (Chapter 3) was conducted to develop the conceptual model and subsequent research hypotheses. A total of 6 hypotheses were proposed. The chosen methodology (Chapter 4) for the empirical research was based on a quantitative approach. A semi-structured questionnaire using a 5-point Likert scale (level of agreement) was administered online via tourism-related websites (e.g., LinkedIn) and apps (e.g., WhatsApp). The case study focused on IKA – Tehran Imam Khomeini International Airport, selected for its size (over 7 million passengers annually), nature (serving both large and small FSCs carriers), and significance (the main international airport in Iran). Using previously validated and adapted scales, a convenience sample of 402 respondents was obtained. Descriptive analysis was performed using SPSS v29, and structural equation modeling was conducted with SmartPLS v4. The results (Chapter 5) from the descriptive analysis revealed that most respondents were married men aged 35 to 44, with a master’s degree, employed (engineers, entrepreneurs, and managers) who used Iran Air in 2022 for economy class flights between Istanbul (IST) and Tehran (IKA). In the structural equation modeling, relationships between constructs were examined using partial least squares (PLS) approach. The PLS model was analyzed and interpreted in two stages. In the first stage, the measurement model was assessed through validity and reliability analyses of each measure. The removal of items was made to meet validity and reliability criteria. In the second stage, the structural model was evaluated by estimating the relationships between the model’s constructs, determining their significance and predictive capability. The results showed that the six hypotheses (H1a. TANG -> IMGE, H1b. TANG -> HDNC; H2a. EMPT -> IMGE, H2b. EMPT -> HDNC; H3a. SAFE -> IMGE, H3b. SAFE -> HDNC; H4a. SENSE -> IMGE, H4b. SENSE -> HDNC; H5a. HDNC -> IMGE, H5b. HDNC -> SATS, H5c. HDNC -> LOYT; H6a. IMGE -> SATS, H6b. IMGE -> LOYT) were accepted. The research findings (Chapter 6) demonstrate that tangible elements of airlines (comfort, legroom, in-flight entertainment), empathy (personal attention to passengers), safety (perceived risks during the flight), and sensory evaluation (sensory perception of the environment) contribute to a hedonic experience (enjoyment during the flight) and the positive reinforcement of the airline’s image (passenger beliefs and impressions), as well as to passenger satisfaction (experience evaluation) and loyalty (commitment). The theoretical and practical implications reveal that changes in the aviation sector require a more intangible approach, exploring the human, sensory, and hedonic aspects, which are often overlooked. The recommendation for managers is to adopt experience marketing to create distinctive atmospheres that set FSCs apart from low-cost carriers.
In the last decade, the aviation sector has been the focus of numerous studies. The reason lies in the technological innovations, increased competition and changes in supply and demand of the airline industry. The technological innovations have transformed the way consumers interact with the industry (i.e., air travel) and have directly impacted airport terminals, regulations, and daily operations, making them safer and more punctual. The development of new aircraft, driven by the need to reduce costs and increase sustainability, has also contributed for an improved passenger experience. Technology has help companies to provide their customers a more personalized and accessible experience, allowing passengers to choose airlines, purchase tickets, do check-in online, and enjoy customized services on board. Globalization and deregulation of airspace have been crucial in creating new routes and opening previously inaccessible destinations to tourism. The emergence of low-cost carriers has democratized air travel, with more affordable fares and more simplified operations. In this context, full-service carriers (FSCs) face the challenge of balancing competitive fares and simplified services without compromising quality. Growing service personalization and consumer environmental awareness press FSCs to adopt more sustainable practices and personalize services throughout the customer journey. FSCs need to create additional value to attract and retain their passengers by offering engaging and rich experiences that encourage passengers to pay more for differentiated airline services. This thesis investigates how key aspects of the full-service carrier (FSC) flight experience—such as airline tangibles, empathy, safety, sensory evaluation—influence passengers' perceptions of the airline's image and their hedonic experience, and how these factors affect overall passenger satisfaction and loyalty. While many studies address tangible attributes and service quality, the subjectivity and intangibility of experience have not been thoroughly explored. To this end, a new literature review (Chapter 3) was conducted to develop the conceptual model and subsequent research hypotheses. A total of 6 hypotheses were proposed. The chosen methodology (Chapter 4) for the empirical research was based on a quantitative approach. A semi-structured questionnaire using a 5-point Likert scale (level of agreement) was administered online via tourism-related websites (e.g., LinkedIn) and apps (e.g., WhatsApp). The case study focused on IKA – Tehran Imam Khomeini International Airport, selected for its size (over 7 million passengers annually), nature (serving both large and small FSCs carriers), and significance (the main international airport in Iran). Using previously validated and adapted scales, a convenience sample of 402 respondents was obtained. Descriptive analysis was performed using SPSS v29, and structural equation modeling was conducted with SmartPLS v4. The results (Chapter 5) from the descriptive analysis revealed that most respondents were married men aged 35 to 44, with a master’s degree, employed (engineers, entrepreneurs, and managers) who used Iran Air in 2022 for economy class flights between Istanbul (IST) and Tehran (IKA). In the structural equation modeling, relationships between constructs were examined using partial least squares (PLS) approach. The PLS model was analyzed and interpreted in two stages. In the first stage, the measurement model was assessed through validity and reliability analyses of each measure. The removal of items was made to meet validity and reliability criteria. In the second stage, the structural model was evaluated by estimating the relationships between the model’s constructs, determining their significance and predictive capability. The results showed that the six hypotheses (H1a. TANG -> IMGE, H1b. TANG -> HDNC; H2a. EMPT -> IMGE, H2b. EMPT -> HDNC; H3a. SAFE -> IMGE, H3b. SAFE -> HDNC; H4a. SENSE -> IMGE, H4b. SENSE -> HDNC; H5a. HDNC -> IMGE, H5b. HDNC -> SATS, H5c. HDNC -> LOYT; H6a. IMGE -> SATS, H6b. IMGE -> LOYT) were accepted. The research findings (Chapter 6) demonstrate that tangible elements of airlines (comfort, legroom, in-flight entertainment), empathy (personal attention to passengers), safety (perceived risks during the flight), and sensory evaluation (sensory perception of the environment) contribute to a hedonic experience (enjoyment during the flight) and the positive reinforcement of the airline’s image (passenger beliefs and impressions), as well as to passenger satisfaction (experience evaluation) and loyalty (commitment). The theoretical and practical implications reveal that changes in the aviation sector require a more intangible approach, exploring the human, sensory, and hedonic aspects, which are often overlooked. The recommendation for managers is to adopt experience marketing to create distinctive atmospheres that set FSCs apart from low-cost carriers.
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Keywords
Experiência de voo Avaliação sensorial Experiência hedónica Imagem Satisfação Lealdade