저가항공 서비스에 관한 비교 연구

Abstract

Recently the number of low cost carriers has been increased in the world. Competition between low cost carriers and full service network carriers has recently become one of the most important issues of the airline industry. The main purpose of this paper is to suggest the strategic direction for the low cost carriers of Korea to survive in the competitive airline industry. To fulfill the purpose this paper compares the service quality of low cost carriers with full-service carriers and the critical factors for customer satisfaction and customer loyalty of them. The result shows that the service quality of full service carriers is higher than that of low cost carriers. The results of the analyses show that low cost carriers seem to have the difficulty with management because low cost carriers' customers expect the same service quality that full service carriers provide. But another result shed light on the importance of different marketing strategies for the young passengers (20-30generation ) who will be the major potential customers for low cost carriers.