Abstract:Over the past several decades, the aviation industry has been reshaped, centering on global alliances, and these have grown exponentially. However, it is still not clear whether they are achieving sustained competitive advantages, and what are the specific competitive advantages of the three alliances (oneworld, SkyTeam, Star Alliance) arising on the customer side. This study aims to examine whether global alliance groups outperform the non-alliance group, how the three alliances differ regarding passengers’ p… Show more
“…The airline business has faced challenges in improving profitability and passenger service due to fluctuating oil costs and unexpected external environments, such as global epidemics. In order to achieve a sustainable competitive advantage, many airlines provide differentiated in-flight services to their passengers [1][2][3]. Although airlines publish their service manuals after a long period of research and efforts, they need to continuously improve and update their manuals due to the dynamic environment of the aviation industry [4,5].…”
The current study aims to explore the intrinsic and extrinsic motivators for cabin crew members’ ambidexterity and to investigate the influence of ambidexterity on prosocial service behavior. The authors employed PLS-SEM to examine the model, using 428 valid samples from cabin crew members, their pursers, and managers working for airlines in South Korea. The study found that challenge, empowerment, and learning goal orientation, among the four dimensions of the intrinsic motivators, have positive and significant influences on cabin crew members’ ambidexterity. The findings also demonstrate that only service climate, among the three extrinsic motivators studied, is associated with ambidexterity. Moreover, the findings reveal a strong relationship between cabin crew members’ ambidexterity and prosocial service behaviors. Based on the findings, the authors addressed theoretical and practical implications related to sustainability literature and the industry.
“…The airline business has faced challenges in improving profitability and passenger service due to fluctuating oil costs and unexpected external environments, such as global epidemics. In order to achieve a sustainable competitive advantage, many airlines provide differentiated in-flight services to their passengers [1][2][3]. Although airlines publish their service manuals after a long period of research and efforts, they need to continuously improve and update their manuals due to the dynamic environment of the aviation industry [4,5].…”
The current study aims to explore the intrinsic and extrinsic motivators for cabin crew members’ ambidexterity and to investigate the influence of ambidexterity on prosocial service behavior. The authors employed PLS-SEM to examine the model, using 428 valid samples from cabin crew members, their pursers, and managers working for airlines in South Korea. The study found that challenge, empowerment, and learning goal orientation, among the four dimensions of the intrinsic motivators, have positive and significant influences on cabin crew members’ ambidexterity. The findings also demonstrate that only service climate, among the three extrinsic motivators studied, is associated with ambidexterity. Moreover, the findings reveal a strong relationship between cabin crew members’ ambidexterity and prosocial service behaviors. Based on the findings, the authors addressed theoretical and practical implications related to sustainability literature and the industry.
“…It is irrefutable that maximizing customer approach behaviors is an essential requisite of an airline company's successful management [10,11]. Preceding studies for the extant consumer behavior and marketing literature showed that providing a better quality physical environment to customers is one important way of eliciting positive post-consumption decisions/behaviors for the company [12][13][14][15].…”
The present research presented a conceptual framework by uncovering the apparent role of ambient condition quality (in-flight air, noise level, and temperature), image congruity, love, respect, and perceived ticket price in increasing customer approach behaviors in the full service carrier (FSC) industry. A quantitative method was used. The evaluation of the measurement model verified the quality of construct measures. Findings from statistical analyses demonstrated the significant associations among research variables, and identified the mediating nature of FSC love and FSC respect. In addition, the important moderating effect of perceived FSC ticket price was found. A prominent role of ambient condition quality in eliciting approach behaviors was also explored. Overall, our theoretical framework contained a prediction power for approach behaviors. The research findings thus assist FSC researchers and practitioners to better understand the process of generating the customer decision-making process and behaviors that are positive for full service carriers. This research hence successfully fulfilled its objective to discover the influences of the customer approach behaviors in the full service carrier (FSC) industry.
“…As moves to strengthen competitiveness, airlines have participated in global airline alliances. A global airline alliance is "any cooperative arrangement among two or more global airlines to realize their strategic goals and improve their competitive advantages" (Seo and Itoh, 2020).…”
For the last several decades, global airline alliances have ensured their market presence in the aviation industry. Scholars have focused on the effects of alliance affiliation for airlines and what the competitive advantages of alliances are. However, these issues have been discussed in relation to operational aspects. The quality of strategic communication can be an important factor in achieving a competitive advantage and realizing a differentiation strategy. This study assessed the differences in quality of strategic communication between the three leading alliance groups (oneworld, SkyTeam, and Star Alliance) and a non-alliance group. Comprehensive content analysis was implemented using the letters of chief executive officers (CEOs) of 46 airlines. We found that the non-alliance group has more ideal CEO letters than the alliance groups, and the main topics and quality of CEO letters of alliance group differed. This study provides a novel insight into the competitive advantage of global airline alliances.
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