Investigating the effects of sales promotions on customer behavioral intentions at duty-free shops: An Incheon International Airport case study

Purpose: This paper seeks to investigate the effects of sales promotions at airport duty-free shops by testing a conceptual model that considers price, coupons, free gifts, points, satisfaction, value, image, and behavioral intentions simultaneously. Design/methodology/approach: For this testing, structural equation modeling was applied to data collected from duty-free shop users at Incheon International Airport. Findings: Price and coupons were found as significant drivers of customer satisfaction, which was directly related to customer value, image, and behavioral intentions. Originality/value: This paper is the first research that examines the effects of sales promotions at the duty-free shops of Incheon International Airport. The identified sales promotion factors that influence the behavioral intentions of customers at duty-free shops are potentially useful for analyzing the possible trends and changes in duty-free shop customer buying behavior.