The Effect of Ambient Conditions and Space/Function on Favorable Behavioral Intentions of Philippine Airlines Passengers

This cross-sectional mixed-method study examines the effect of Ambient Conditions and Space/Function on favorable behavioral intentions of Philippine Airlines passengers. The study employed observational research, as well as a quantitative survey combined with qualitative in-depth interviews to gather data from a diverse sample of passengers. While 226 responses were collected, only 195 were screened to be valid and usable for data analysis. The survey questionnaire was developed through existing scales and has shown good reliability and suitability for future research. The observational research was performed through covert text-mining on 100 review samples from various travel sites and social media sites. Such samples were processed with NRC lexicon to derive key sentiments. A confirmatory factor analysis revealed the validity of the model, as well as its accompanying variables and constructs. PLS-SEM was utilized for quantitative data analysis where findings revealed that there is no significant direct relationship between ambient conditions and space/function to intention to recommend and repurchase, and that the relationship only becomes significant once mediated by cognitive evaluation, affective evaluation, and passenger satisfaction. Overall, it was found that Philippine Airlines is doing an adequate job maintaining passenger satisfaction, and many actionable points for improvement were identified through the various research parts. Ultimately, these results and study contribute to the existing body of knowledge concerning consumer decision making in the context of a full-service airline, in the post-pandemic context. Future research may be conducted using the same model and questionnaire in this study, preferably with a larger sample size, additional airlines, and in a different geographical setting