The effects of experience in the A380 duty free showcase on customer behaviors

This study analyzes, from an experiential marketing perspective, the showcasing of duty-free products onboard the A380 aircraft, a service area that Korean Air introduced for the first time in the industry. Through the analysis the study seeks to identify the effects that customers' experience of the duty free showcase area has on their emotional response, impulse buying intention and word-of-mouth intention. For this testing, structural equation modeling was applied to data collected from passengers who had used the duty free exhibition space on Korean Air's A380. The results revealed that FEEL and ACT marketing experience in the duty free area were each found to have a positive effect on emotional response, and this factor was found to have a positive effect on impulse buying intention and word-of-mouth intention.