The Impact of Customer Experience(CX) of the Aircraft Cabin Service on the Service Satisfaction and Customer Loyalty

The experience of customer on services gives a significant impact on the satisfaction and future behavioral intention of customer. In case that the space for providing services is physically limited, it is necessary to examine the characteristics more specifically. This study is based on exploring experience economy, and investigated the impact of customer experience on the cabin service satisfaction and customer loyalty of the aircraft. The survey was conducted online with passengers who had experience with international flights within six months. A total of 292 questionnaires were used for analysis. The results reveal that cabin service satisfaction significantly affected in order of relational experience and emotional experience, and the customer loyalty is significantly affected in order of emotional experience, relational experience, and cognitive experience. The significant influence of both relational and emotional experience seems to stemmed from the characterization of aircraft cabin service. The results show that the differences between groups according to airline type (FSC/LCC) though multi group analysis. FSC airlines is influenced by effects on relational experience and sensible experience, and LCC airlines is influenced by effects on relational experience, emotional experience and cognitive experience. This study identified the factors of customer experience(CX) that revealed the characteristics of aircraft cabin service, based on the theoretical foundation of the experience economy. In addition, the findings suggest what needs to be focused on to strengthen the competitiveness of cabin service.