The moderating effect of cost-to-benefit ratio on in-flight service and marketing performance

Abstract

This study analyzed the effect of the cost-to-benefits ratio between in-flight service and marketing performance focusing major airlines in Asian regions in a bid to look into the meaning of the cost-to-benefits ratio from the position of a major airline. The analysis results are summed up in some sorts as follows: First, the cost-to-benefit ratio was found not to have an influence on the relations between in-flight service and customer satisfaction, but to do so in the relations between in-flight service and customer recommendation. Second, it was found that the group whose cost-to-benefits ratio was higher in recommendation intention than the group whose cost-to-benefits ratio was low, whereas in recommendation variation consequent on service improvement, the group whose cost-to-benefits ratio was low was found to be a lot bigger than the group whose cost-to-benefits ratio was high. Third, the cost-to-benefits ratio was found to have the mediated effect mostly on satisfaction and recommendation. Key Words: In-flight service, Cost-to-benefit ratio, Marketing performance, Moderating effect. ? 2017 International Information Institute.