Structural Differences in the Effects of In-Flight Physical Environment by Airline Type: A Comparative Study between Full-Service Carriers (FSC) and Low-Cost Carriers (LCC)

This study examines the structural differences in the effects of in-flight physical environment factors on passengers’ psychological evaluations across airline types, comparing full-service carriers (FSCs) and low-cost carriers (LCCs). Based on the servicecape framework and the Stimulus–Organism perspective, the in-flight environment is conceptualized as ambient conditions, spatial/functionality factors, and technological elements. Data were collected from airline passengers and analyzed using structural equation modeling and multi-group analysis. The results show that ambient conditions and technological elements significantly influence both cognitive and affective evaluations in both groups. In contrast, spatial/functionality factors exhibit different effects depending on airline type, showing positive effects in LCCs but non-significant or negative effects in FSCs. These findings indicate that the effects of the in-flight environment vary by service context. The study contributes to the servicecape literature by highlighting contextual differences and suggests that airlines should adopt differentiated environmental strategies based on their service model.