Sky Glamour: Customers? Expected Aesthetic Characteristics Considering Cabin Crew and Passenger Perspectives

Abstract

This study conducted in-depth and group interviews of cabin crews and passengers of full service (FSC) and low cost (LCC) air carriers using multidimensional scaling and a questionnaire survey. Furthermore, the cabin crews and passengers? normalised weights regarding “customers” expected aesthetic characteristics? was calculated and evaluated using Ridit analysis. The results indicated that FSC passengers expected cabin crews to be physically attractive and have nice tone and manner for the “interactive aesthetic perception” factor; while FSC cabin crews emphasized “emotional aesthetic perception” for passengers? inner awareness; LCC passengers expected cabin crews to maintain a good cabin atmosphere, while LCC cabin crews emphasized an outgoing personality and an aesthetic marketing perception. Both FSC and LCC passengers emphasized “rational aesthetic perception”. These findings could enhance airlines? understanding of cabin crews? aesthetic functions and assist in crew selection and training.