Impact of Passenger-Oriented Innovation on Passenger Equity with the Moderating Effect of Hedonic Motivation
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Date
2024
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Publisher
UMT, Lahore
Abstract
The primary objective of this research is to analyze the effects of customer-centric
innovations on passenger equity in the airline industry. In addition, the moderating role of
hedonic motivation in this association is what this research aims to examine. In the airlines of
Pakistan, the relation between five variables is detected. the impact of customer-oriented
innovation on passenger equity among air travelers, focusing on hedonic motivation. It found
that these innovations enhance satisfaction, perceived value, and loyalty. Hedonic motivation,
which is the enjoyment and pleasure derived from travel, plays a moderating role. The findings
suggest that airlines should focus on implementing these innovations to maximize passenger
equity and enhance experiences and loyalty. The data was having been collected from
passengers of PIA, Air Blue, AirSial, Serene Airs and Fly Jinnah, from Allama Iqbal
International Airport, Lahore, by using an adapted questionnaire. The sample size consists of
205 passengers, the quantitative research analysis was carried out using the SPSS software, and
the hypothesis were tested. The findings display a direct and positive relationship of hedonic
motivation and passenger oriented innovation on passenger equity, in Pakistani airlines