Journal of Air Transport Management 76 (2019) 40–47

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Journal of Air Transport Management

journal homepage: www.elsevier.com/locate/jairtraman

Assessing customer citizenship behaviors in the airline industry: T

Investigation of service quality and value
Mina Woo
Graduate School of Business, Sogang University, 35 Baekbeomro, Mapogu, Seoul, 04107, South Korea

A R T I C LE I N FO A B S T R A C T

Keywords: Along with the emergence of a new marketing paradigm (service-dominant logic), the post-consumption be-
Airline services havior has been highlighted. Accordingly, the purposes of this study are to identify four types of the consumer
Service quality citizenship behavior, including advocacy, feedback, helping and tolerance, and to examine two direct and in-
Intangible and tangible resources direct determinants of it. Then, a moderating effect of the air passenger-related factor (domestic vs. international
Perceived value
trips) has been assessed on the proposed relationships. The results of this paper suggest decomposing two di-
Consumer citizenship behavior
mensions of service quality (intangible and tangible resources of airline services) which indirectly affect the
consumer citizenship behavior via perceived value. Those passengers who took domestic trips are more likely to
have the stronger relationships than travelers who carried out international trips.

1. Introduction
The air transport sector plays an important role as one of the major
contributors to the South Korean economy. With regard to employment,
airlines, airport operators, airport on-site enterprises (including res-
taurants and retail), aircraft manufacturers, and air navigation service
providers employed 130,000 people in South Korea in 2014 (Oxford
Economics, 2016). The report developed by Oxford Economics (2016)
presented that the air transport industry has generated $44 billion
worth of gross value-added contributions to the gross domestic product
(GDP) in 2014, which indicates 3.1% of GDP in South Korea. Looking at
the evaluations of international visitors who used air transportation in
South Korea, it is found that while cost competitiveness is high, the
infrastructure quality score appears with 4 out of 7 points (Oxford
Economics, 2016). Importantly, the statistics indicate the necessity of
research to enhance the service quality of the airline sector in South
Korea, in particular.
Reviewing extant literature, there are a number studies assessing
the service quality, predominantly by applying a framework of the
Service Quality model (SERVQUAL) (Gilbert & Wong, 2003; Nel, Pitt, &
Berthon, 1997). Most of them have estimated the relationship of the
service quality with satisfaction (Ali et al., 2015), customer loyalty
(Ostrowski et al., 1993), and behavioral intention to reuse the airline
services (Park et al., 2004). When considering a notion of airline ser-
vices, such as experiential products, this study argues the importance of
decomposing aspects between tangible and intangible resources (Allee,
2008; Wakefield and Blodgett, 1999). The intangibility of airline
service makes it difficult for customers to assess the service quality;
thus, there is an increased sense of risk and uncertainty toward services
before their consumption. In addition, several marketing researchers
have emphasized the tangible cues in the service environment, which
interact with intangible cues and ultimately help people judge the
service quality (Koernig, 2003). For instance, consumers would ex-
amine the extent to which airplane interiors are well decorated and
whether airline staff are dressed in uniforms properly. Thus, it can be
argued that assessing two separate aspects (i.e., intangible and tangible
resources) of service quality and understanding different effects on
consumer evaluations on the airline services are crucial issues.
With the emergence of service-dominant (S-D) logic, as a new
marketing paradigm, the value creation has been emphasized as re-
flecting consumer outcomes (Vargo and Lusch, 2004). Along with a
statement that the service is a process, benefits of exchange rather than
the units of output. S-D logic stresses the value co-creation that is co-
ordinated through shared institutions (e.g., between consumers and a
company or between consumers and consumers) (Vargo and Lusch,
2008). Co-creation of value refers to transmitting the customer's col-
laborative role in value creation (i.e., value-in-use). Rather than a
merely function of firms delivering value propositions, the co-produc-
tion of the core offering through co-design, joint production, and col-
laborative originality has becomes a key component of value co-crea-
tion (Lusch and Vargo, 2006). In general, there are two types of
customer value co-creation behavior including customer participation
behavior referring to obligatory behavior required for successful value
co-creation. Yet, this current study investigates customer citizenship

E-mail address: drminawoo@gmail.com.

https://doi.org/10.1016/j.jairtraman.2019.02.006
Received 11 July 2018; Received in revised form 18 December 2018; Accepted 9 February 2019
Available online 23 February 2019
0969-6997/ © 2019 Elsevier Ltd. All rights reserved.
M. Woo
behavior reflecting voluntary behavior that offer supportive value to
the form, which is not inevitably required for the success of value co-
creation (Yi and Gong, 2013).
The customer citizenship behaviors are discretionary and pro-social
actions exhibited by customers, which benefit both the service provider
(i.e., the airline company in this study) and other customers (e.g., air-
line passengers) (Balaji, 2014; Bove et al., 2009; Garma and Bove,
2011). Indeed, the presence of customer citizenship behaviors improves
not only customer affect, satisfaction, loyalty, and brand equity
(Burmann et al., 2009), but also performance (Sun et al., 2007). Im-
portantly, however, the attempts to understand customer citizenship
behaviors are largely paucity in the airline context.
Thus, this study has three research purposes: (1) to assess the het-
erogeneous influences of intangible and tangible resources in airline
services on perceived value comprising multidimensional constructs;
(2) to evaluate the relationship between perceived value and customer
citizenship behaviors, including four types of proactive behaviors (i.e.,
advocacy, feedback, helping, and tolerance); (3) to test the mediating
effect of perceived value on the relationship between intangible or
tangible resources and the citizenship behaviors; (4) to assess the
moderating effect of an air passenger-related factor (domestic vs. in-
ternational trips) on the proposed relationships.
2. Literature review
2.1. Tangible and intangible aspects of airline services
Tangibles represent the physical assets, surroundings, and facilities
of the company or its services, including equipment, signage, commu-
nication materials, etc. (Bahia and Nantel, 2000; Verhoef et al., 2009).
Based upon the fact that the services are intangible, consumers are
likely to focus on tangible parts of the services to facilitate evaluating
the service quality (Yu and Tung, 2013). Tangible aspects of the airline
service may include the cleanliness of airplane seats and toilets, the
quality of catering, the comfort of the plane seats, and the interior and
exterior design of the aircraft. Previous studies have suggested that
tangibles lead to customer satisfaction in the retailing field in general
(Kumar et al., 2010) and airline industry in particular (Nadiri et al.,
2008; Suki, 2014).
The intangible aspect of services is largely associated to SERVQUAL,
as proposed by Parasuraman et al. (1991). As one of key service char-
acteristics, service is intangible, which states that a customer is not able
to physically see, smell, touch, or taste. Consumers who are willing to
buy intangible products are likely to form a relatively higher level of
risk and uncertainty than those who purchase the tangible products.
Accordingly, the perceived evaluation that encapsulates consumer ex-
pectations and perceptions of a service has been suggested rather than
an objective evaluation method (Parasuraman et al., 1988). In this vein,
a number of scholars in marketing has emphasized the service quality,
signaling overall evaluations of the service as a form of attitude that
arises from the comparison of expectations with performance (Cronin Jr
& Taylor, 1992).
Checking literature on airline services, there are several researchers
who assessed the service quality. However, they have proposed a
mixture of terminology, combining the tangible and intangible aspects
of the airline services e.g., (Huang, 2010; Park, 2007; Park et al., 2004).
Built on the studies by Parasuraman et al. (1991) and Cronin Jr and
Taylor (1992), this study assesses four dimensions of intangible aspects
of the airline service, including empathy, reliability, assurance, and
responsiveness. Empathy refers to how the airline employees provide
personal care to their customers, so as to make the consumers feel va-
lued and special. Reliability denotes the airline employees' ability to
fulfil the promised service, dependably and accurately. Assurance refers
to the knowledge, skills, and courtesy of airline employees, including
their ability to deliver trust and confidence. Responsiveness refers to
the airline employees’ willingness to help customers and provide
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Journal of Air Transport Management 76 (2019) 40–47
prompt services.
2.2. Perceived value
Perceived value is one of the key concepts that marketing re-
searchers have largely highlighted in the last three decades (Havlena
and Holbrook, 1986; Holbrook, 2006; Prebensen et al., 2016; Prebensen
and Xie, 2017). Initially, Zeithaml (1988, p. 14) suggested that per-
ceived value can be considered as a “consumer's overall assessment of
the utility of a product (or service) based on perceptions of what is
received and what is given” (p. 14). In other words, the perceived value
is such an assessment based upon a comparison of what consumers give
and obtain from the service consumption. The most common definition
of value is the ratio or trade-off between quality and price, which is a
value-for-money conceptualization (Monroe, 2003; Sweeney and
Soutar, 2001). Value is relativistic and comparative in nature. Per-
ceived experience value, indeed, associates with constantly changing
individual and distinctive needs (Boksberger and Melsen, 2011).
Consumers make choices based on various value dimensions (e.g.,
education, enjoyment, socialization, or relaxation), according to their
personal needs and the service settings (Carù and Cova, 2003). Leiper
(2003) suggests that travel to different destinations allow people to
acquire different forms of values (or benefits), such as emotional, in-
tellectual, spiritual, or physical values. That is, the experiential values
vary depending on the expectations, the situation, the context, and the
resources present (Holbrook, 2006). In particular, consumer perceived
value in experiential consumption (i.e., consumption of airline services)
is about “value-in-use”, as the consumer is directly present in the si-
tuation where the experience value is co-created (Grönroos, 2011).
Recognizing importance of value creation, Sweeney and Soutar
(2001) proposed four multi-dimensions of perceived value: (1) emo-
tional value, referring to the utility derived from the feelings or affec-
tive states that a service creates; (2) social value, referring to the utility
derived from the service's ability to improve social self-concept; (3)
quality and performance value, referring to the utility derived from the
perceived quality and expected performance of the service; and (4)
economic value, referring to the utility derived from a service asso-
ciated to the decline of its perceived short-term and long-term costs
(i.e., price or value for money). Given the multi-dimensions of per-
ceived value, a number of scholars demonstrated the suitability of them
in airline and tourism fields. For example, Boetsch et al. (2011) sug-
gested customer value, which comprises five sub dimensions in airline
services (i.e., journey time value, product and service quality, emo-
tional value, monetary costs, and non-monetary costs). Mayr and Zins
(2012) proposed attribute-based value dimensions for the airline in-
dustry.
In addition to the structure of perceived value, scholars identified
the positive influences of perceived value on satisfaction (Prebensen
et al., 2016) and behavioral intention (Williams and Soutar, 2009).
Hence, a customer perceives higher value in the airline services, when
his or her beliefs greatly exceed the costs they have sacrificed to obtain
the service that forms the quality of service (Tam, 2004). Thus, it is
hypothesized that consumers who perceive high quality of intangible
and tangible resources in the airline services are likely to present the
higher perceived value (Sweeney et al., 1997). Therefore:
H1. Intangible resources positively affect perceived value in airline
services.
H2. Tangible resources positively affect perceived value in airline
services.
2.3. Consumer citizenship behavior
Customer citizenship behavior refers to “helpful, constructive ges-
tures exhibited by customers that are valued or appreciated by the firm,
M. Woo
but not related directly to enforceable or explicit requirements of the
individual's role” (Gruen, 1995, p. 461). These activities form extra-role
behavior, comprising positive, voluntary, helpful, and constructive
behavior toward service providers (Bove et al., 2009). Customers may
share their positive experiences with other customers, treat service
employees in a friendly manner, share their comments after gaining
service experiences with employees (Bettencourt, 1997), recommend a
firm's service to others, help service providers, and assist other custo-
mers during service delivery (Van Doorn et al., 2010). Additionally, the
customer citizenship behavior includes patience with a service failure,
which keeps the company operating efficiently (Yi et al., 2013).
The consumer citizenship behavior has been applied in both orga-
nization and consumer perspectives (Balaji, 2014). From the marketing
perspective, some scholars argued that consumer citizenship behavior is
part of co-creation behavior (Yi and Gong, 2013). Based upon the core
concept of S-D logic (Vargo and Lusch, 2004), consumers are likely to
co-create value with the company during their active involvement in
the entire service-value chain. Other scholars suggested two types of
customer value co-creation behavior, such as: (1) customer participa-
tion behavior, which denotes the obligatory (in-role) behavior that is
essential for successful value co-creation; and (2) customer citizenship
behavior, which indicates voluntary (extra-role) behavior that provides
tremendous value to the company but is not inevitably required for
value co-creation (Bove et al., 2009; Groth, 2005; Yi and Gong, 2008).
Accordingly, several researchers demonstrated that customer citizen-
ship behavior offer additional value to the firm and ultimately affects
the firm performance (Revilla-Camacho et al., 2015; Rosenbaum and
Massiah, 2007).
This paper proposes four sub-elements of consumer citizenship be-
havior, including advocacy, feedback, helping, and tolerance (Yi and
Gong, 2013). More specifically, advocacy denotes a consumer behavior
with the purpose of recommending the service provider (i.e., airline
companies in this study) to other people (Groth, 2005). Advocacy ba-
sically attributes to allegiance to the business and marketing of the
business' interests (Bettencourt, 1997). Hence, advocacy accompanying
the positive comments is an indicator of customer loyalty, which ulti-
mately enhances the service quality and the brand reputation as well as
market share (Yi and Gong, 2013). Feedback refers to information that
consumers offer the service providers, in order to help employees and
companies enhance the service creation process (Groth, 2005). With
extensive experiences and comprehensive knowledge about services,
consumers are capable to provide guidance with employees; thus, ser-
vice providers can benefit prominently from their consumers’ sugges-
tions for the improvement of services.
Helping refers to a specific consumer behavior with a purpose of
assisting the service providers. Helping can be regarded as an extension
of empathy to the service providers through people's behaviors
(Rosenbaum and Massiah, 2007). Tolerance denotes customer will-
ingness to be patient when the quality of service delivery does not meet
an adequate level of the customer's expectations (Lengnick-Hall et al.,
2000). Since it has been recognized that the service failure from the
encounter is one of main causes to generate the switching behavior,
consumer tolerance can be the foundation of general customer citi-
zenship behavior (Keaveney, 1995). Thus, it can be argued that per-
ceived value influences post-purchase behavior by sharing feedback
and comments of individual consumption experiences as well as endure
a certain amount of service failure. Therefore, it is hypothesized that
consumers who perceive high value in their airline services are more
likely to show the citizenship behaviors.
H3. Perceived value positively influence customer citizenship behavior
(i.e., advocacy, feedback, helping, and tolerance).
2.4. Moderating effect of travel types: domestic vs international trips
Previous literature on tourism have suggested different motivation
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Journal of Air Transport Management 76 (2019) 40–47
between domestic and international travels, and result into different
experiences of them. Kim (2007) has applied applying a theory of push
and pull motivation and identified different travel motivation between
domestic and international visitors when deciding to visit a pleasure
destination. For example, while domestic tourists regard entertainment
and relax as primary motivation, international tourists perceive
knowledge and family visit as key motivation. It can be said that the
different motivation that domestic and international travelers form may
lead to different perceived experiences in their trips (Bonn et al., 2005).
Based upon the assumption that travel distance is a proxy variable
to discern different types of trips such as short-haul trip (i.e., domestic
travel) and long-haul trip (i.e., international trip), respectively (Fang
Bao and Mckercher, 2008), this argument is associated with the ex-
pectation-performance theory (Oliver Richard, 1997). Long-haul tra-
velers (international trips) potentially require high monetary and
nonmonetary to spend and thus tend to shape higher levels of ex-
pectations in their service consumption than short-haul travelers (do-
mestic trips). Several studies have demonstrated the relationship be-
tween travel distance and perceived quality of (Hsu et al., 2010) and
attitude toward a grocery shopping (Darley and Lim, 1999).
Recently, Park et al., (2019) estimated the relationship between
travel distance and hotel service experiences, and found out an inverted
U-shaped relationship of them. Indeed, as travel distance increases,
people are likely to have higher service experiences. However, the
service quality starts to reduce when the travel distance is over an in-
flection point. Accordingly, it can be argued that passengers of airline
services would have different perceived relationships among in-
tangible/tangible sources, perceived value and customer citizenship
behavior.
H4. There are moderating effects of travel types (domestic vs
international trips) on the relationships among intangible/tangible
sources, perceived value and customer citizenship behavior (i.e.,
advocacy, feedback, helping, and tolerance).
3. Methodology
3.1. Data collection
This study used an online survey to collect the response data. More
specifically, the researcher contacted a marketing company in South
Korea to maximize representativeness of the study population. A fil-
tering question that checked the respondents’ past experiences with the
airline services was asked to ensure validation of the sample. A total of
1643 surveys were distributed to potential respondents, and 1039 re-
sponse data were collected (a 63.2% response rate). When checking the
survey attentions, the researcher decided to remove 44 responses due to
inappropriate participation in the survey. As a result, the total number
of response data used in the data analysis was 995.
3.2. Measurement development
Measurement items were drawn from relevant literature and revised
to accommodate the context of airline services. In order to conduct a
pilot test, 25 undergraduate and graduate students were invited to
check content validity. A carefully structured instrument was utilized to
measure the theoretical constructs, using a seven-point Likert scale. The
questionnaire comprises five sections. The first section asked re-
spondents about their airline service experiences in the most recent trip,
such as the destination visited (airline route), purpose of the trip, names
of airline services, service classes (e.g., first, business, or economy
classes), and how often they have used the airline services. The second
section inquires respondents about their experiences in using the airline
services. Specifically, six and eight items were used to measure the
quality of tangible and intangible resources, respectively (Nadiri et al.,
2008; Suki, 2014; Wakefield and Blodgett, 1999). The third section
M. Woo Journal of Air Transport Management 76 (2019) 40–47

measures perceived value: emotional, social, quality, and economic Table 1

values (Forgas et al., 2010; Prebensen and Xie, 2017; Sweeney and Profiles of respondents.
Soutar, 2001). The fourth section measures customer citizenship be- Variables Frequency Percentage
havior, comprising advocacy, feedback, helping, and tolerance (Groth,
2005; Revilla-Camacho et al., 2015; Yi et al., 2013). The final part seeks Gender
Female 635 64.9%
demographic information, including gender, age, level of education,
Male 344 35.1%
and job position.
Age
18–19 years old 97 9.9%
3.3. Data analysis 20–29 years old 737 75.3%
30–39 years old 22 2.2%
40–49 years old 89 9.1%
This study used a Partial Least Square (PLS) analysis as a main 50–59 years old 29 3.0%
method to assess the proposed hypotheses. PLS has several benefits for 60 or above 5 .5%
researchers over other multivariate models. For example, PLS requires
Monthly income (Korean won)
minimal restrictions on measurement scales, sample size, and residual
Below ₩1,000,000 591 60.4%
distributions due to the partial nature of the PLS algorithm and prin- ₩1,000,000–1,990,000 174 17.8%
cipal component approach (Tenenhaus et al., 2005). In this sense, PLS is ₩2,000,000–3,990,000 115 11.7%
a suitable method to evaluate models containing complex relationships ₩4,000,000–5,990,000 57 5.8%
and a number of manifest variables (Vinzi et al., 2010). More im- ₩6,000,000 or above 42 4.3%

portantly, the aim of this research is to identify factors that better ex-
Occupations
plain numerous endogenous factors by analyzing exogenous variables Administration/office work (company staff, public 134 13.7%
rather than the theory confirmation, which is consistent to the purpose official, etc.)
of the PLS analysis. Self-business 41 4.2%
Furthermore, this study tested the model's predictive validity by Professional (doctors, lawyers, accounts etc.) 33 3.4%
House work 30 3.1%
considering Stone-Geisser's Q2, which can be calculated using a blind- Students 647 66.1%
folding procedure (Tenenhaus et al., 2005). The Stone-Geisser's Q2 Others 94 9.6%
method assumes that the model has the capability to provide a pre-
diction of the endogenous latent variable's indicators, and it presents a
synthesis of function fitting and cross-validation. When the value of Q2 Table 2
about a certain endogenous variable is larger than zero, its explanatory Past experiences of using airline services in Korea.
variables verify predictive relevance. Variables Frequency Percentage
Last, in order to assess the moderating effects of travel types (do-
mestic vs international trips), multi-group comparison of PLS esti- The most recent airline used
Korean air 635 29.6%
mating differences was employed (Eberl, 2010). This analysis enables
Asiana air 344 20.3%
researchers to understand the different mechanisms regarding the re- Jeju air 169 17.3%
lationships among intangible/tangible sources, perceived value and T'way air 61 6.2%
customer citizenship behavior between groups. Before conducting Eastar air 59 6.0%
multi-group analysis, the authors of this study checked three assump- Air Seoul 24 2.5%
Air Busan 24 2.5%
tions including (1) data should not be too non-normal; (2) every model
Others 153 15.6%
considered has to be acceptable with regard to goodness-of-fit (R2)
(Chin, 2000). Then, the differences between path estimators are ana- Travel destinations
lyzed using pair-wise t-tests as shown below: Domestic trip 437 44.6%
Asia 400 40.9%
Pathsample _ 1 − Pathsample _ 2 America 62 6.3%
t= Europe 62 6.3%
⎡ (m − 1)2 (n − 1)2 1 1 Oceania 13 1.3%
(m + n − 2)
∗ S. E .2sample1 + (m + n − 2)
∗ S. E .2sample1 ⎤ ∗ ⎡ m
+ n
⎤
⎣ ⎦ ⎣ ⎦ Africa 5 .5%

Purpose of the trip

where Pathsample1/2 is the original sample estimate for the path coeffi-
Leisure trip 831 84.9%
cient in both subsamples, individualy, m is the number of cases in Education 40 4.1%
sample 1, n is the number of cases in sample 2, and S.E sample1/2 is the Family and friend visits 28 2.9%
Standard error of the path coefficient in both subsamples, respectively. Business 27 2.8%
Others 53 5.4%

4. Results
4.2. Estimating measurement model
4.1. Profiles of respondents
A confirmatory factor analysis was conducted to assess uni-di-
mensionality and convergent validity of the constructs being estimated
There are more female (64.9%) than male (35.1%), and most of
in this study. Initially, all factor loadings that reflect individual con-
them are 29 years or younger. Over 65% of people are students and
structs were investigated, and the results reveal that all of loadings are
14% are employed as types of administration and office work (see
over cut-off, 0.75 (Ref) (see Table 3).
Table 1).
Next, the square root of average variance extracted (AVE) was cal-
With regard to travel behaviors, approximately half of travelers
culated to test the convergent validity for ten latent constructs. The
have used either Korean (29.6%) or Asiana airlines (20.3%) as well as
values are not only higher than 0.80, but also larger than cross-corre-
visited domestic destinations (44.6%) for their recent trips (see Table 2)
lations of other constructs, which suggests that the individual reflective
With regard to travel purpose, majority of people have used the airline
construct is distinct from other constructs in the measurement model
services for leisure trips (84.9%).

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M. Woo Journal of Air Transport Management 76 (2019) 40–47

Table 3
Results of confirmatory factor analysis.
Intangible Tangible EVAL ECOVAL QVAL SVAL Advocacy Feedback Helping Tolerance

Intengible1 0.73
Intengible2 0.86
Intengible3 0.83
Intengible4 0.91
Intengible5 0.89
Intengible6 0.82
Intengible7 0.89
Intengible8 0.88
Tangible1 0.83
Tangible2 0.79
Tangible3 0.84
Tangible4 0.86
Tangible5 0.79
Tangible6 0.85
Tangible7 0.77
EVAL1 0.89
EVAL2 0.93
EVAL3 0.91
EVAL4 0.76
ECOVAL1 0.90
ECOVAL2 0.91
ECOVAL3 0.92
ECOVAL4 0.93
ECOVAL4
QVAL1 0.94
QVAL2 0.95
QVAL3 0.95
QVAL4 0.93
SVAL1 0.90
SVAL2 0.91
SVAL3 0.87
SVAL4 0.91
Advocacy1 0.94
Advocacy2 0.94
Advocacy3 0.93
Feedback1 0.92
Feedback2 0.93
Feedback3 0.91
HELP1 0.94
HELP2 0.95
HELP3 0.95
TOL1 0.89
TOL2 0.91
TOL3 0.91

Note: EVAL refers to emotional value; ECOVAL refers to economic value; QVAL refers to quality and performance value; SVAL refers to social value.

Table 4
Latent correlation analysis.
CA CR 1 2 3 4 5 6 7 8 9 10

1. Intangible 0.95 0.96 0.85

2. Tangible 0.92 0.94 0.78 0.82
3. EVAL 0.90 0.93 0.82 0.76 0.88
4. ECOVAL 0.93 0.95 0.73 0.64 0.71 0.91
5. QVAL 0.96 0.97 0.83 0.76 0.87 0.76 0.94
6. SVAL 0.92 0.94 0.74 0.73 0.85 0.71 0.85 0.90
7. Advocacy 0.93 0.96 0.68 0.67 0.77 0.77 0.77 0.82 0.94
8. Feedback 0.91 0.94 0.47 0.48 0.47 0.50 0.50 0.53 0.58 0.92
9. Helping 0.94 0.96 0.57 0.52 0.60 0.59 0.62 0.60 0.63 0.63 0.95
10. Tolerance 0.89 0.93 0.61 0.51 0.62 0.62 0.65 0.58 0.57 0.46 0.61 0.91

Note: CA refers to Cronbach's alpha and CR refers to composite reliability.

Items on the diagonal (in bold) represent AVE scores.Note: EVAL refers to emotional value; ECOVAL refers to economic value; QVAL refers to quality and perfor-
mance value; SVAL refers to social value.

(see Table 4). Two kinds of reliability estimations have applied such as
Cronbach's alpha and competitive reliability. As expected, it is found
that all of the reliability results show acceptable values. Over 0.90 (see
Table 4).
This study proposes a second-order construct of perceived value
based upon multi-dimensional scale proposed by Sweeney and Soutar
(2001). Other than the theoretical argument, this research conducted a
set of statistical justification. When checking Variance inflation factors
(VIF), there were variables of perceive value over cut-off levels as 3.0.
For example, the VIFs of emotional (4.97), quality (5.51) and social
(4.42) values show over 4.0 to explain the customer citizenship beha-
vior. Comparing standardized root mean square residual (SRMR), the

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M. Woo Journal of Air Transport Management 76 (2019) 40–47

Advocacy R2 = 0.72
Intangible
0.61*** 0.85***
R2 = 0.76

0.55***
Feedback R2 = 0.30
Value
0.66***

0.31***
0.93*** 0.93***
Helping R2 = 0.43
0.86*** 0.67***
Tangible 0.95***

Eval ECOVAL QVAL SVAL

Tolerance R2 = 0.45

= a second-order model

Note: ***p < 0.001

Fig. 1. Estimation of structural model.
Note: ***p < 0.001.
Note: EVAL refers to emotional value; ECOVAL refers to economic value; QVAL refers to quality and performance value; SVAL refers to social value.

model with a second order construct of perceived value presents lower
(or better) value (0.06) than one with all first order constructs of the
perceived value (0.08). As a result, this study suggests to use a higher-
order construct of perceived value in the following analyses.
4.3. Estimating the structural model
Fig. 1 shows the estimated results of the structural model using PLS
analysis. The t-values were obtained by 5000 bootstrapping method.
The paths indicating perceived value with four value facets (i.e.,
b = 0.93, 0.86, 0.95, and 0.93 of emotional, economic, quality and
social values, respectively) are statistically significant (p < 0.001),
which assure the validation of a second-order model. In terms of de-
terminants to the perceived value, both intangible (b = 0.61,
p < 0.001) and tangible (b = 0.31, p < 0.001) elements have positive
influences on value, which explains 76% of its variance. Looking at
more details, it is suggested that intangible element is more important
than tangible, which places in the same line of Wakefield and Blodgett
(1999). The construct of perceived value is positively related to all
consumer citizenship behaviors, including advocacy (b = 0.85,
p < 0.001, R2 = 0.72), feedback (b = 0.55, p < 0.001, R2 = 0.30),
helping (b = 0.66, p < 0.001, R2 = 0.43), and tolerance (b = 0.67,
p < 0.001, R2 = 0.45). It was also attempted to test a mediation role of
perceived value.
As shown at Table 5, the indirect effects via perceived value are
statistically significant, which implies the mediated effect of perceived
value between tangible/intangible elements and consumer citizenship
behaviors.
Apart from estimating R2 for assessing predictive accuracy, this
study calculated Stone-Geisser's Q2 value to examine the cross-validated
predictive relevance by using the blindfolding procedure (Hwang et al.,
2018). Thus, when a Q2 value is larger than zero for a specific en-
dogenous latent variable, it can be said that the PLS path model has
predictive relevance for the construct. The results show that Q2 values
of the four endogenous variables meet the acceptable levels to confirm
the predictive relevance of the model (advocacy = 0.60, feed-
back = 0.24, helping = 0.37, and tolerance = 0.35).
4.4. Estimating the moderating effects of travel types
As shown in Table 6, the path coefficients of group comparisons
show significant different results in selected relationships. Consistently,
passengers who carried out domestic trips are more likely to form the
higher effect of intangible resource on perceived value (b = 0.67,
p < 0.05) having higher influences on customer citizenship behaviors
(b = 0.60, p < 0.05 for feedback; b = 0.72, p < 0.01 for helping;
b = 0.71, p < 0.10 for tolerance) than people who fulfilled interna-
tional trips.
5. Discussion
The air transportation sector has become one of the biggest con-
tributors to the national economy of South Korea. This study in-
vestigated airline service experiences. Checking extant literature, there
have been sufficient attempts to define service quality (Wu and Cheng,

Table 5 Table 6
Estimation of indirect effects. The results of multi-group comparison.

Relationships Coefficient Standard errors P-values Domestic trip International trip Path coefficient
(n = 445) (n = 545) difference
Intangible → Value → Advocacy 0.52 0.03 0.001
Tangible → Value → Advocacy 0.27 0.03 0.001 Intangible → Value 0.67 0.56 0.11*
Intangible → Value → Feedback 0.33 0.02 0.001 Tangible → Value 0.28 0.34 0.06
Tangible → Value → Feedback 0.17 0.02 0.001 Value → Advocacy 0.87 0.84 0.03
Intangible → Value → Helping 0.40 0.03 0.001 Value → Feedback 0.60 0.50 0.10*
Tangible → Value → Helping 0.20 0.02 0.001 Value → Helping 0.72 0.60 0.12**
Intangible → Value → Tolerance 0.41 0.03 0.001 Value → Tolerance 0.71 0.63 0.08†
Tangible → Value → Tolerance 0.21 0.02 0.001
Note: †p < 0.10, *p < 0.05, **p < 0.01, ***p < 0.001.

45
M. Woo
2013) and estimate the relationship of it with other variables reflecting
behavioral outcomes, such as satisfaction, loyalty and, intentions to
reuse the airline services (Akamavi et al., 2015; Llach et al., 2013).
However, this research suggests the importance of decomposing the
measurement of the service quality into tangible and intangible aspects.
Furthermore, along with the development of a new marketing paradigm
(i.e., S-D logic) (Vargo and Lusch, 2008), this study proposes the cus-
tomer citizenship behavior in the airline industry and estimates the
association with perceived value. Then, the results of this study reveal
the moderating effects of travel types on the proposed relationships. As
a result, all of the hypothesized relationships are statistically sig-
nificant.
Both intangible and tangible resources positively affect the per-
ceived value. Interestingly, when looking at more details, it is found
that intangible resources are relatively more influential in explaining
variance of perceived value of airline services than tangible resources.
There may be two reasons to account for the different influences. First,
intangible aspects of the service are directly associated with in-
dividuals’ cognitive evaluations, whereas the tangible aspects of the
services are closely related to the affective responses and aesthetic in
nature (i.e., excitement) (Wakefield and Blodgett, 1999). The general
nature of perceived value is derived from a utilitarian perspective,
which highlights the trade-off between the utility from a service use and
the disutility of obtaining and using the service (Boksberger and
Melsen, 2011; Ostrom and Iacobucci, 1995). Thus, the perceived value
reflecting the cognitive evaluations is more likely to be associated to
intangible aspects of the airline services.
Second, according to a notion of experiential products emphasizing
pleasure or hedonic value derived from the actual consumption ex-
periences as opposed to goods stressing tangible part of the objects
(Brakus et al., 2014), it is reasonable that consumers who use the airline
services regard the intangible resources more important than tangible
resources. Accordingly, this study provides important theoretical con-
tributions with future researchers, which suggest decomposing the
measurement of service quality into intangible and tangible aspects.
Depending on different contexts and industries, it is important to take
into account different influences on consumer outcomes.
As expected, this study reveals the positive relationship between
perceived value and customer citizenship behavior. To the author's
knowledge, this is the first study that employs the concept of customer
citizenship behavior in the airline industry. Following the development
of information technology and evolution of the consumer decision-
making process, consumer engagement—as well as participation—in
the process of service production has become prominent. This study, in
particular, sheds light on the presence of four customer citizenship
behaviors and demonstrates the association with other consumption
outcomes. Thus, it is suggested for future researchers to investigate
customer citizenship behavior with various variables of consumer be-
havior. More interestingly, the research analyzing the effect of customer
citizenship behavior on airline performance is essential in future re-
search.
Furthermore, this study demonstrated the importance of con-
sidering air passengers' individual factors – travel types. With regard to
expectancy-performance theory (Oliver, 2997), international trips, in
general, require more non-monetary (e.g., efforts to find airline services
and time of consuming the services) and monetary (e.g., prices of air
tickets) that domestic trips. This refers to different levels of expectation
and generate different performance in passengers’ experiences.
Accordingly, the research revealed that those passengers who took
domestic trips are more likely to have the stronger relationships be-
tween intangible resource, perceived value and consumer citizenship
behaviors than travelers who carried out international trips.
The findings of this study offer important implications to managers
in the airline industry. First, in order to enhance the perceived value,
operational efforts to balance intangible and tangible resources are
crucial. Specifically, the intangible part—for instance, individual
46
Journal of Air Transport Management 76 (2019) 40–47
consideration to guests and their items, consistent service quality,
perceived security, and employees’ level of knowledge and skills—is
suggested to be more emphasized than the tangible aspect of services,
such as the cleanness of seats, air quality, and quality of food. This
stresses the importance of training to employees, so that the consistent
services and sufficient knowledge are offered to people.
Based on the findings about the four types of consumer citizenship
behavior and the important role of perceived value leading to the post-
behavior, the airline industry is suggested to adopt a concept of S-D
logic associated to co-creation behavior. Along with the advancement
of yield management and “big data”, most of airline companies tend to
largely rely on the marketing and operational strategy derived from the
data-driven, decision-making process. Yet, it is important to recognize
the importance of paying attention to consumers’ voices and experi-
ences, which affect the production of services and products for other
consumers. Thus, the airline companies are necessary to endeavor en-
hancing perceived value, so as to motivate the post-behaviors (i.e.,
advocacy, helping, feedback, and tolerance) from consumers. Then, the
airline companies would be able to utilize both approaches to develop
more insightful strategies.
While this paper makes significant contributions, there are several
limitations. First, this research investigates perceived value as a key
determinant of the consumer citizenship behavior. However, the future
research is recommended to look into more diverse variables that po-
sitively or negatively influence the post-behavior. Second, this study
focused mainly on airline companies in the South Korean market. In
order to generalize the findings of this research, future research should
explore other airline markets.
Appendix A. Supplementary data
Supplementary data to this article can be found online at https://
doi.org/10.1016/j.jairtraman.2019.02.006.
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