브랜드 이미지가 소비자의 태도, 재구매의도 및 추천의도에 미치는 영향
A study on the Influence of Brand Images, Consumer’s Attitude, Repurchase and Recommendation Intention
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초록
This research focuses on flight attendant’s image among the standards based on which customers make a choice of airlines. The verification result is as follows. Firstly, the hypothesis about the effects of repurchase and recommendation intention on airline brand image has appeared statistically relevant. Through this, many results in other various preceding research can be reconfirmed. Secondly, the hypothesis of the relationship between customer’s attitudes and purchase and recommendation intention is proved to be favorable and it has been found that all the hypothesis statistically exercise meaningful effects.In order to improve the competitiveness of airlines the systematic education for the cabin crews is vital and basic service training including OJT(On the Job Training) for them should be strongly activated. Reinforcement of various incentives to build up education performance such as the course to complete annual time of mandatory education, the system to promote educational achievement of junior staff and considering education points for the promotion should be actively reviewed.
Abstract
This research focuses on flight attendant’s image among the standards based on which customers make a choice of airlines. The verification result is as follows. Firstly, the hypothesis about the effects of repurchase and recommendation intention on airline brand image has appeared statistically relevant. Through this, many results in other various preceding research can be reconfirmed. Secondly, the hypothesis of the relationship between customer’s attitudes and purchase and recommendation intention is proved to be favorable and it has been found that all the hypothesis statistically exercise meaningful effects.In order to improve the competitiveness of airlines the systematic education for the cabin crews is vital and basic service training including OJT(On the Job Training) for them should be strongly activated. Reinforcement of various incentives to build up education performance such as the course to complete annual time of mandatory education, the system to promote educational achievement of junior staff and considering education points for the promotion should be actively reviewed.
참고문헌 (30)
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