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Virscend University SBIR Center Contributes to New Study on Omnichannel Innovation in the Airline Industry
- Virscend University
- Nov 18
- 2 min read
Updated: Nov 19
A team of researchers, including contributors from Virscend University’s Center for Sustainable Business Innovation and Research (SBIR Center), has published a new study in Transportation Research Part E (Elsevier) examining how innovative behaviors influence customer experiential value and satisfaction in the airline omnichannel environment.
This research offers practical, data-driven insights for aviation professionals navigating digital transformation, customer experience design, and omnichannel service strategies.
About the Study
The rapidly digitalizing airline sector has shifted from ticket-centered service models toward holistic, experience-focused travel ecosystems. Modern passengers expect seamless transitions across digital and physical touchpoints, personalized services, and convenience-enhancing innovations.
To explore how innovation shapes these expectations, the study analyzed data from 285 airline passengers using PLS-SEM (Partial Least Squares Structural Equation Modeling).
Key Findings for the Aviation Industry
1. Innovative behavior significantly increases customer satisfaction
But this happens through specific experiential value dimensions. Innovative features enhance the overall travel journey by reducing friction and creating smoother, more engaging interactions across channels.
2. Convenience, entertainment, and self-esteem mediate the relationship between innovation and satisfaction
These emotional and psychological benefits matter more than traditional utility. They shape how passengers perceive value, making innovations feel personally meaningful rather than merely functional.
3. Hedonic value outweighs utilitarian value in omnichannel settings
Passengers place higher importance on enjoyment, ease, and feeling valued than on financial savings.
4. Innovations should focus on customer-centric experience design
Omnichannel service strategies, such as personalized digital interactions, seamless app-based services, AI-driven support, and integrated ancillary offerings, directly enhance customer loyalty.
5. Study expands S-D Logic in aviation
The findings highlight value co-creation, showing that customers and service providers together shape meaningful travel experiences.
Why This Matters for Airlines
The study provides actionable insights for:
Customer Experience (CX) Teams: Prioritize hedonic value and emotional drivers in omnichannel initiatives.
Digital Transformation Leaders: Design systems that create seamless channel integration and elevate perceived self-esteem and convenience.
Revenue & Ancillary Service Managers: Move beyond price-focused strategies toward personalized, value-rich service bundles.
Brand and Loyalty Teams: Build engagement strategies that enhance emotional connection and perceived uniqueness.
This research underscores a critical message: innovation is most effective when it enhances how customers feel, not just what they do.
Virscend University’s SBIR Center Commitment
This study represents an ongoing effort by the SBIR Center at Virscend University to advance applied research that bridges academic theory with industry needs. The center remains committed to supporting projects that strengthen innovation, sustainability, and customer-centric strategy across global business sectors.
To read the full published study, please visit:
