서비스스케이프와 상호작용품질, 항공운임이 항공사이미지와 브랜드태도, 행동의도에 미치는 영향관계

• 영문명: Investigating the Relations to Airline Image, Brand Attitude and Behavioral Intention from Servicescape, Interaction Quality and Airfare: Focused on the Low Cost Carriers
• 발행기관: 관광경영학회
• 저자명: 박인주 최호규
• 간행물 정보: 『관광경영연구』17권 제1호, 179~199쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.03.31

영문 초록

Recently the competition in airline business market is getting hotter as many foreign low cost carriers(LCCs) launch for Han-Ryu syndrome. For LCCs, this is time to acquire special and distinctive brand image to survive in airline business market. The purpose of this study is to find the influence of servicescape, interaction quality and airfare on brand image brand attitude and behavioral intention of LCCs operating in and out bound of Korea since their first launching in 2005. To verify each measure, the authors tested the data from questionnaires using SPSS 18.0 and Lisrel 8.54. According to the analysed result, human service factors of interaction quality and airfare influence on the brand image while operational service factors of interaction quality influence on the brand attitude. As brand image influences on the brand attitude, the airline company should focus on the managing the antecedents of brand image. Investment on the training program for the employees to meet the passengers’ expectation is essential. Passengers choosing LCCs with lower fare expect the same level of kind and professional human service comparing with full service carriers. Reliability on technically safety and convenient program for the flight and ground service are strictly needed. LCCs should develop differentiated service program conducted by the staff members to keep the positive brand image.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Servicescape Interaction Quality Brand Image Brand Attitude Behavioral Intention Low cost carriers