항공기 기내 서비스품질이 브랜드 자산에 미치는 영향
The Effects of Aircraft In-Flight Service Quality on Brand Equity
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The purpose of this study is to identify the relationship between aircraft in-flight service quality and brand equity, and to confirm the role of in-flight service quality in building brand equity to strengthen long-term ties with customers. The airline subject to the study was selected as Korean Air, which ranked first in the brand reputation survey. The sample was selected as subjects who responded that they had experience boarding Korean Air's aircraft for one year. The survey was conducted online through SNS from November 1 to 30, 2024, and 267 valid questionnaires were ultimately used for analysis. The analysis results showed that among in-flight service quality, additional service and human service had a positive effect on brand awareness and brand image. Physical service had a positive effect on brand image. In addition, brand awareness and brand image were found to strengthen brand loyalty. This study made an academic contribution in that it identified subfactors of in-flight service quality that are effective in building airline brand equity. The purpose of this study is to identify the relationship between in-flight service quality and brand equity, and to confirm the role of in-flight service quality in building brand equity to strengthen long-term ties with customers.
Abstract
The purpose of this study is to identify the relationship between aircraft in-flight service quality and brand equity, and to confirm the role of in-flight service quality in building brand equity to strengthen long-term ties with customers. The airline subject to the study was selected as Korean Air, which ranked first in the brand reputation survey. The sample was selected as subjects who responded that they had experience boarding Korean Air's aircraft for one year. The survey was conducted online through SNS from November 1 to 30, 2024, and 267 valid questionnaires were ultimately used for analysis. The analysis results showed that among in-flight service quality, additional service and human service had a positive effect on brand awareness and brand image. Physical service had a positive effect on brand image. In addition, brand awareness and brand image were found to strengthen brand loyalty. This study made an academic contribution in that it identified subfactors of in-flight service quality that are effective in building airline brand equity. The purpose of this study is to identify the relationship between in-flight service quality and brand equity, and to confirm the role of in-flight service quality in building brand equity to strengthen long-term ties with customers.