저비용항공사 선택 속성에 관한 시장전략
Market Strategy for Low Cost Carrier of Selection Attributes
1
조회
0
다운로드
9
인용
0
참고문헌
키워드
초록
Purpose - As more low cost carriers are introduced, the competition between the low cost carriers to become the nation's leading low cost carrier is also being intensified. The purpose of this study is to select various choice attributes for low cost carrier and figure out important factors that customers take into account for low cost carrier selection. The study also involves in establishing the relationship between perceived value, customer satisfaction, and customer behavior Intention, in an effort to identify choice attributes that are important to customers’ low cost carrier. Research design, data, and methodology - To examine these research models, samples were collected from 247 peoples who visited In-Cheon international Airport during June, 2017. Results - The results of the study showed that, 'reservation service', 'airport service', 'in-flight service', and 'price' services have a significant effect on the perceived value of the choice attributes. While 'reservation service', 'airport service', 'in-flight service', and 'flight operation service' have a significant effect on the customer satisfaction of the choice attributes, perceived value has a significant effect on customer satisfaction. Perceived value has a significant effect on customer behavior intention. Finally, customer satisfaction has a significant effect on customer behavior intention. Conclusions - Flight operation service has no significant effect on perceived value of the choice attributes of low cost carriers, which indicates that the low cost carriers have not yet been well-established in the flight operation service sector. It seems likely that low cost carrier will be able to gain a competitive advantage over other companies if they expand their routes and improve the convenience of flight connections. In addition, the results show that the price service does not have a significant effect on customer satisfaction of the choice attributes of low cost carriers. From this, we may assume that the airline ticket prices of low cost carriers are already low, and the price cannot be a deciding factor in the competitive advantage of low cost carriers. To achieve higher customer satisfaction of the choice attributes, companies should strengthen the competitiveness of ‘reservation service', 'airport service', ‘in-flight service', and 'flight operation service'.
Abstract
Purpose - As more low cost carriers are introduced, the competition between the low cost carriers to become the nation's leading low cost carrier is also being intensified. The purpose of this study is to select various choice attributes for low cost carrier and figure out important factors that customers take into account for low cost carrier selection. The study also involves in establishing the relationship between perceived value, customer satisfaction, and customer behavior Intention, in an effort to identify choice attributes that are important to customers’ low cost carrier. Research design, data, and methodology - To examine these research models, samples were collected from 247 peoples who visited In-Cheon international Airport during June, 2017. Results - The results of the study showed that, 'reservation service', 'airport service', 'in-flight service', and 'price' services have a significant effect on the perceived value of the choice attributes. While 'reservation service', 'airport service', 'in-flight service', and 'flight operation service' have a significant effect on the customer satisfaction of the choice attributes, perceived value has a significant effect on customer satisfaction. Perceived value has a significant effect on customer behavior intention. Finally, customer satisfaction has a significant effect on customer behavior intention. Conclusions - Flight operation service has no significant effect on perceived value of the choice attributes of low cost carriers, which indicates that the low cost carriers have not yet been well-established in the flight operation service sector. It seems likely that low cost carrier will be able to gain a competitive advantage over other companies if they expand their routes and improve the convenience of flight connections. In addition, the results show that the price service does not have a significant effect on customer satisfaction of the choice attributes of low cost carriers. From this, we may assume that the airline ticket prices of low cost carriers are already low, and the price cannot be a deciding factor in the competitive advantage of low cost carriers. To achieve higher customer satisfaction of the choice attributes, companies should strengthen the competitiveness of ‘reservation service', 'airport service', ‘in-flight service', and 'flight operation service'.
참고문헌 (31)
- 정선자, "LCC(저비용항공사)와 FSC(전통항공사)의 재무적 특징 및 차이점에 관한 실증적 연구", 관광레저연구, 24(7), pp.151~166 (2012), (사)한국관광레저학회
- Blackwell, R. P., "Consumer Behaviour" (2011), Harcourt
- 조원섭, "커피전문점의 선택속성이 지각된 가치와 행동의도에 미치는 영향", 관광레저연구, 25(4), pp.189~206 (2013), (사)한국관광레저학회
- 한혜숙, "항공사의 기내 인적서비스품질이 고객인지가치 및 고객만족과 고객행동에 미치는 영향 연구", 서비스경영학회지, 10(1), pp.1~21 (2009), 한국서비스경영학회[DOI]
- 현경석, "호텔 서비스의 물리적 환경, 고객 가치,행동 의도의 구조적 관계에 관한 연구", 관광학연구, 33(2), pp.327~347 (2009), 한국관광학회
- Jackie, L. M., "Customer satisfaction, service quality and perceived value : An Integrative model", Journal of Marketing Management, 20(7), pp.897~917 (2004)
- 지성구, "소매점 고객의 자발적 행동의도", 유통연구, 13(3), pp.79~99 (2008), 한국유통학회
- 정혜련, "국내 저비용 항공사의 선택속성과 위험지각이 추천의도에 미치는 영향", 박사, 호텔관광경영, pp.2011
- 김동준, "관광엔터테인먼트 선택속성이 지각된 가치와 고객만족에 미치는 영향 연구 : 호텔기업의 식음료이벤트를 중심으로", 한국엔터테인먼트산업학회논문지, 10(3), pp.67~76 (2016), 한국엔터테인먼트산업학회
- 이형룡, "항공기 기내식의 서비스품질이 지각된 가치, 고객만족과 구전에 미치는 영향", 고객만족경영연구, 15(2), pp.141~157 (2013), 한국고객만족경영학회
- 김지윤, "전시박람회 참관객이 지각하는 관계품질이 구매행동과 행동의도에 미치는 영향", 무역전시연구, 10(1), pp.21~42 (2015), 한국무역전시학회[DOI]
- 김경민, "항공사 기내식의 서비스품질, 지각된 가치, 고객만족, 행동의도 간의 구조관계 연구", 관광연구, 29(2), pp.163~182 (2014), 대한관광경영학회
- 김미정, "항공사 e-서비스품질이 e-고객만족과 e-신뢰 및 행동의도에 미치는 영향 : 국내 대형항공사와 저비용항공사 비교연구", 관광연구, 28(4), pp.395~417 (2013), 대한관광경영학회
- 김상현, "고객재구매의도 결정요인에 관한 연구:고객가치, 고객만족, 전환비용, 대안의 매력도", 마케팅연구, 17(2), pp.25~55 (2002), 한국마케팅학회
- 김승미, "Promotional Strategies of Local Drugstores", 산경연구논집, 1(1), pp.7~14 (2010), 한국유통과학회
- 고선희, "소비가치 유형에 따른 항공사선택속성 차이 분석 :방한 일본인 관광객을 대상으로", 서비스경영학회지, 13(3), pp.127~146 (2012), 한국서비스경영학회[DOI]
- 공효순, "호텔 비즈니스센터 고객의 이용목적에 따른 호텔선택속성 비교분석", 관광연구저널, 21(2), pp.339~354 (2007), 한국관광연구학회
- Kristina, H., "Conceptualizing online banking service value", Journal of Financial Services Marketing, 12(1), pp.39~52 (2007)
- 이근수, "호텔이미지가 외식업장 서비스 품질과 행동의도에 미치는 영향 - 호텔 외식사업부 연회장을 중심으로 -", 한국외식산업학회지, 12(3), pp.7~19 (2016), 한국외식산업학회[DOI]
- 이정실, "호텔레스토랑의 서비스 스케이프, 감정적 반응 그리고행동의도와의 관계- 부산지역 관광호텔 중심으로 -", 서비스경영학회지, 6(2), pp.105~128 (2005), 한국서비스경영학회
- 이민정, "국내 저비용항공사의 선택속성이 고객만족 및 재 구매 의도에 미치는 영향", 호텔경영학연구, 22(2), pp.187~207 (2013), 한국호텔외식관광경영학회
- 이상호, "호텔기업에서의 브랜드자산가치가 고객충성도에 미치는 영향", 관광레저연구, 25(4), pp.21~40 (2013), (사)한국관광레저학회
- Oliver, R. L., "A cognitive model of the antecedents and consequences of satisfaction decision", Journal of Marketing Research, 17(4), pp.460~469 (1980)
- 박소영, "카지노 방문경험이 인지적 이미지와 방문의도에 미치는 영향", 관광학연구, 37(8), pp.77~95 (2013), 한국관광학회
- Jay-Sang Ryu, "The Effects of Store Environment on Shopping Behavior: The Role of Consumer Idiocentrism and Allocentrism", Asian Journal of Business Environment, 5(4), pp.5~11 (2015), 한국유통과학회
- 서보원, "테이크아웃 전문점 선택 요인, 재방문 의도 및 만족도에 관한 연구", 식품유통연구, 26(3), pp.29~50 (2009), 한국식품유통학회
- Ha-Ya Sung, "A Study upon Effects of Family Restaurant Consumption Values upon Satisfaction, Reliability and Behavioural Intentions in Korea: Focused on College Students at Metropolitan Area", The Journal of Asian Finance, Economics and Business, 1(4), pp.29~37 (2014), 한국유통과학회
- Sung, Y. Y., "Aviation Market Trend & Analysis" (2016), Korea Office Civilianization
- Woodruff, R. B., "Customer value : The next source for competitive advantage", Journal of Marketing Science, 25(2), pp.139~153 (1997)
- Yi, Y. J., "A theoretical examination of customer satisfaction research : Findings and outlook", Journal of Consumer Studies, 11(2), pp.139~166 (2000)
- Zeithamal, V. A., "The behavioral consequences of service quality", Journal of Marketing, 60(2), pp.31~46 (1996)