VIP라운지 이용고객의 항공사 선택속성과 고객 재구매 의도에 미치는 영향에 관한 연구
A Study on the Effects of VIP Lounge Passenger's Airline Selection Attributes and Repurchase Intention
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Airliners’ onboard services are playing essential role in allowing passengers to select air services. For airliners which provide air services in a very limited way, however, it is very hard to make services visible to passengers. Basically airliners are required to create values for passengers and reshape themselves as passenger-oriented air service providers. In addition to very limited range of onboard services, no preliminary research materials regarding VIP lounge service is available. These factors are combined to make it hard for airliners to catch up with international market trends. Airway services are largely divided into onboard service, ground service, incidental service and VIP lounge service. It is certain that passenger satisfaction with airline service attributes correlates with the decision to repurchase airline services. The study found that actual passenger negatively responded to decision to repurchase airway services. That is, it turned out that the higher their education and income levels are, the more they are sensitive to brand recognition and higher quality services. The study also found that the higher the passengers’ education and income levels are, the more negative they are in satisfaction with overall services. In addition, the more frequent the passengers’ air service use are,the more negative their overall satisfaction and motivation to repurchase are. In particular, VIP lounge passengers; satisfaction with air services turned out to more highly correlate with the decision to repurchase. Motivating passengers to “repurchase”should be the ultimate goal to be sought by airliners. Only then can the airliners improve profit structure and revel in growing profit. In addition, such goal should be the focal point of strategy to attract popularity for VIP lounge.
Abstract
Airliners’ onboard services are playing essential role in allowing passengers to select air services. For airliners which provide air services in a very limited way, however, it is very hard to make services visible to passengers. Basically airliners are required to create values for passengers and reshape themselves as passenger-oriented air service providers. In addition to very limited range of onboard services, no preliminary research materials regarding VIP lounge service is available. These factors are combined to make it hard for airliners to catch up with international market trends. Airway services are largely divided into onboard service, ground service, incidental service and VIP lounge service. It is certain that passenger satisfaction with airline service attributes correlates with the decision to repurchase airline services. The study found that actual passenger negatively responded to decision to repurchase airway services. That is, it turned out that the higher their education and income levels are, the more they are sensitive to brand recognition and higher quality services. The study also found that the higher the passengers’ education and income levels are, the more negative they are in satisfaction with overall services. In addition, the more frequent the passengers’ air service use are,the more negative their overall satisfaction and motivation to repurchase are. In particular, VIP lounge passengers; satisfaction with air services turned out to more highly correlate with the decision to repurchase. Motivating passengers to “repurchase”should be the ultimate goal to be sought by airliners. Only then can the airliners improve profit structure and revel in growing profit. In addition, such goal should be the focal point of strategy to attract popularity for VIP lounge.
참고문헌 (47)
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