Investigating the effects of sales promotions on customer behavioral intentions at duty-free shops: An Incheon International Airport case study

Jin-Woo Park, Yu-Jin Choi, Woo-Choon Moon

Abstract


Purpose: This paper seeks to investigate the effects of sales promotions at airport duty-free shops by testing a conceptual model that considers price, coupons, free gifts, points, satisfaction, value, image, and behavioral intentions simultaneously.

Design/methodology/approach: For this testing, structural equation modeling was applied to data collected from duty-free shop users at Incheon International Airport.

Findings: Price and coupons were found as significant drivers of customer satisfaction, which was directly related to customer value, image, and behavioral intentions.

Originality/value: This paper is the first research that examines the effects of sales promotions at the duty-free shops of Incheon International Airport. The identified sales promotion factors that influence the behavioral intentions of customers at duty-free shops are potentially useful for analyzing the possible trends and changes in duty-free shop customer buying behavior.


Keywords


Duty-free Shop; Sales Promotion; Behavioral Intentions; Incheon International Airport

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DOI: https://doi.org/10.3926/jairm.18




Licencia de Creative Commons

This work is licensed under a Creative Commons Attribution 4.0 International License.

Journal of Airline and Airport Management, 2011-2024

Online ISSN: 2014-4806; Print ISSN: 2014-4865; DL: B-39787-2011

Publisher: OmniaScience