Mindfulness as a Service: A Quantitative Analysis of the Relationship Between a Mindfulness Service and Airline Passenger Satisfaction

Pauline Fründt

Student thesis: Master thesis

Abstract

The concept of mindfulness has gained more attention than ever in the westernized world. Its significant positive influence on individual’s health makes mindfulness practice not only a valuable tool for people facing problems, such as depression or anxieties, but also makes it a desirable practice for society in order to enhance one’s quality in various aspects of life. Out of a business perspective, mindfulness has only received limited attention. The current study investigates whether mindfulness as a business model, in particular, mindfulness as a service (MaS) has a positive influence on airline passengers’ in-flight satisfaction, airline purchase intention and willingness to pay for the service. Thereby, the potential impact of flight anxiety is investigated, as well as whether differences occur according to the flight duration (short-hauls. long-haul).The study employs a quantitative research method and hypotheses are tested by applying t-test and linear regression analyses. The results indicate a positive impact of a Mindfulness Service on passengers’ satisfaction levels for both short-and long-haul flights. Further, an enhanced satisfaction level is found to lead towards greater airline purchase intention and willingness to pay for the service, especially during long-haul flights. Moreover, the level of flight anxiety seems to exert a significant influence by indicating that a higher level of anxiety leads to higher satisfaction with the service, purchase intention and willingness to pay. With proving such beneficial effects, airline management should consider measures to optimally leverage the concept of an in-flight Mindfulness Service.

EducationsCand.merc. Customer and Commercial Development, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2020
Number of pages86
SupervisorsErik Braun