항공시장에서 대기옵션 상품의 고객 수용에 관한 탐색적 연구

Abstract

Ancillary products of airlines are classified two types as products by division and recombination of traditional full service products and products development by process redesign. In this study, an exploratory study was conducted on the acceptance of waiting option products considered as a process redesign services. The survey was conducted on customers with experience in air travel, Crosstabs were conducted to analyze attribute level preferences by attribute, and ANOVA was conducted to analyze whether there were differences depending on ages. The price, compensation, and waiting period for decision on availability of purchase were selected as the selection attributes of the waiting option product, and the attribute level of the price consists of ‘1,000 won’, ‘2,000 won’, ‘3,000 won’, ‘5,000 won or more’, and the attribute level of the waiting period consists of ‘two weeks after purchase’, ‘three weeks after purchase’, ‘three weeks before departure’, and ‘two weeks before departure’. Compensation presented a single condition that “refund 100% of the purchase amount” to buyers who did not receive a decision on availability of purchase. As a result of the analysis, the willingness to accept higher prices as the age group increases, and about 50% of the respondents said “two weeks after purchase” was appropriate for the waiting period, indicating that they wanted a quick decision on availability. In compensation, through the paired T-test, it was analyzed whether there was a difference in the intention to purchase the waiting option product when there was a refund condition and there was no refund condition. As a result of the analysis, it was found that those with refund conditions were more willing to purchase waiting option products than those without refund conditions. On the other hand, customer acceptance was analyzed for 16 alternatives derived by combining the attribute levels of each attribute. As a result of the acceptance analysis, it was found that the waiting period for decision on availability of purchase rather than the price had an important effect on the acceptance intention. These results are likely to have low discrimination power because the price suggested at the attribute level is too low and the gap is also narrow. Therefore, there is a need for research to confirm. This study is an exploratory study that investigates customers’ willingness to accept waiting option products among the newly proposed process redesign services, and it is meaningful to seize the appropriate level of customer acceptance on the price, compensation, and waiting period of waiting option products. Air product selection is determined by combining product-specific characteristics, customers’ individual tendencies, and travel purposes. Therefore, research that reflects customer characteristics and travel purpose is needed in the future. If the purchase of waiting option products is settled in the aviation market, it is expected to contribute to the creation of additional profits along with the function of reducing the negative effect of overbooking by replacing seat management through overbooking.