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The purpose of this study is to present the relationship among brand image, brand attitude and behavioral intentions on the low cost carriers(LCCs) operating in and out bound of Korea since their first launching in 2005. Before analyzing the relations...
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다국어 초록 (Multilingual Abstract)
The purpose of this study is to present the relationship among brand image, brand attitude and behavioral intentions on the low cost carriers(LCCs) operating in and out bound of Korea since their first launching in 2005. Before analyzing the relationship of those dimensions, 3 variables were divided to determine the airline service quality named servicescape, interaction quality and air fare.
To accomplish the purpose of this study, the conceptual model of the hypothetical structure was established through the research of documentary records. Next follows the analysis of the questionnaire filled out by the passengers of 363 in Kwang-ju Airport and Kimpo Airport concerning about the service quality, brand image, brand attitude and behavioral intentions of their flights. Among them 105 questionnaires were used for analyzing the LCCs’ and 204 questionnaires were analyzed for full service carriers’.
As a method of analyzing the questionnaire, SPSS 18.0 and Lisrel 8.54 were executed for frequency analysis, factor analysis and confirmatory factor analysis. Through the reliability and feasibility tests of the factors, they were named accordingly to the factors.
In this study, the LCCs’ service quality were classified into servicescape, interaction quality and air fare. Among these, the interaction quality was divided into operational service and human service.
The deduced criteria of servicescape consisted of 5 factors, interaction quality of 7 factors, air fare of 4 factors, brand image of 7 factors, brand attitude of 2 factors and behavioral intentions of 3 factors.
The findings were summarized as follows;
First, among the LCCs’ service qualities brand image was mostly influenced by the human service and air fare. For full service carrier users, servicescape and human service were mostly influencing on the brand image.
Second, brand attitude was mostly influenced by the operational service for LCCs’ passengers. This suggests that the safety and functional service were regarded as the most significant factors on airline travellers.
Third, brand image influenced the brand attitude but did't show direct relationship on behavioral intentions, while brand attitude influenced on the behavioral intentions.
The airline business market will be getting more competitive as many foreign LCCs’ launching for Han-Ryu syndrome.
In this study, we have analyzed the relationship of service quality, brand image, brand attitude and behavioral intentions of LCCs’. Confirming the LCCs’ service quality as the servicescape, interaction quality and air fare is significant for LCCs' future development.
According to these results. following suggestions can be made;
First, distinctive and professional training for human resources is the most important for making positive brand image. Passengers choosing low cost carriers with lower fare expect the same level of kind and professional human service comparing with full service carriers.
Second, reliability on technically safety and convenient program for the flight and ground service were strictly needed.
For the LCCs’ competitive marketing strategy, LCCs’ companies should develop differentiated service program conducted by the staff members to keep the positive brand image. Special hot sale event could meet the passengers’ expectation, too.
To accomplish the purpose of this study, the conceptual model of the hypothetical structure was established through the research of documentary records. Next follows the analysis of the questionnaire filled out by the passengers of 363 in Kwang-ju Airport and Kimpo Airport concerning about the service quality, brand image, brand attitude and behavioral intentions of their flights. Among them 105 questionnaires were used for analyzing the LCCs’ and 204 questionnaires were analyzed for full service carriers’.
As a method of analyzing the questionnaire, SPSS 18.0 and Lisrel 8.54 were executed for frequency analysis, factor analysis and confirmatory factor analysis. Through the reliability and feasibility tests of the factors, they were named accordingly to the factors.
In this study, the LCCs’ service quality were classified into servicescape, interaction quality and air fare. Among these, the interaction quality was divided into operational service and human service.
The deduced criteria of servicescape consisted of 5 factors, interaction quality of 7 factors, air fare of 4 factors, brand image of 7 factors, brand attitude of 2 factors and behavioral intentions of 3 factors.
The findings were summarized as follows;
First, among the LCCs’ service qualities brand image was mostly influenced by the human service and air fare. For full service carrier users, servicescape and human service were mostly influencing on the brand image.
Second, brand attitude was mostly influenced by the operational service for LCCs’ passengers. This suggests that the safety and functional service were regarded as the most significant factors on airline travellers.
Third, brand image influenced the brand attitude but did't show direct relationship on behavioral intentions, while brand attitude influenced on the behavioral intentions.
The airline business market will be getting more competitive as many foreign LCCs’ launching for Han-Ryu syndrome.
In this study, we have analyzed the relationship of service quality, brand image, brand attitude and behavioral intentions of LCCs’. Confirming the LCCs’ service quality as the servicescape, interaction quality and air fare is significant for LCCs' future development.
According to these results. following suggestions can be made;
First, distinctive and professional training for human resources is the most important for making positive brand image. Passengers choosing low cost carriers with lower fare expect the same level of kind and professional human service comparing with full service carriers.
Second, reliability on technically safety and convenient program for the flight and ground service were strictly needed.
For the LCCs’ competitive marketing strategy, LCCs’ companies should develop differentiated service program conducted by the staff members to keep the positive brand image. Special hot sale event could meet the passengers’ expectation, too.
The purpose of this study is to present the relationship among brand image, brand attitude and behavioral intentions on the low cost carriers(LCCs) operating in and out bound of Korea since their first launching in 2005. Before analyzing the relationship of those dimensions, 3 variables were divided to determine the airline service quality named servicescape, interaction quality and air fare.
To accomplish the purpose of this study, the conceptual model of the hypothetical structure was established through the research of documentary records. Next follows the analysis of the questionnaire filled out by the passengers of 363 in Kwang-ju Airport and Kimpo Airport concerning about the service quality, brand image, brand attitude and behavioral intentions of their flights. Among them 105 questionnaires were used for analyzing the LCCs’ and 204 questionnaires were analyzed for full service carriers’.
As a method of analyzing the questionnaire, SPSS 18.0 and Lisrel 8.54 were executed for frequency analysis, factor analysis and confirmatory factor analysis. Through the reliability and feasibility tests of the factors, they were named accordingly to the factors.
In this study, the LCCs’ service quality were classified into servicescape, interaction quality and air fare. Among these, the interaction quality was divided into operational service and human service.
The deduced criteria of servicescape consisted of 5 factors, interaction quality of 7 factors, air fare of 4 factors, brand image of 7 factors, brand attitude of 2 factors and behavioral intentions of 3 factors.
The findings were summarized as follows;
First, among the LCCs’ service qualities brand image was mostly influenced by the human service and air fare. For full service carrier users, servicescape and human service were mostly influencing on the brand image.
Second, brand attitude was mostly influenced by the operational service for LCCs’ passengers. This suggests that the safety and functional service were regarded as the most significant factors on airline travellers.
Third, brand image influenced the brand attitude but did't show direct relationship on behavioral intentions, while brand attitude influenced on the behavioral intentions.
The airline business market will be getting more competitive as many foreign LCCs’ launching for Han-Ryu syndrome.
In this study, we have analyzed the relationship of service quality, brand image, brand attitude and behavioral intentions of LCCs’. Confirming the LCCs’ service quality as the servicescape, interaction quality and air fare is significant for LCCs' future development.
According to these results. following suggestions can be made;
First, distinctive and professional training for human resources is the most important for making positive brand image. Passengers choosing low cost carriers with lower fare expect the same level of kind and professional human service comparing with full service carriers.
Second, reliability on technically safety and convenient program for the flight and ground service were strictly needed.
For the LCCs’ competitive marketing strategy, LCCs’ companies should develop differentiated service program conducted by the staff members to keep the positive brand image. Special hot sale event could meet the passengers’ expectation, too.
목차 (Table of Contents)
- 제 1 장 서 론 1
- 제 1 절 연구의 배경 및 목적 1
- 1. 연구의 배경 1
- 2. 연구의 목적 3
- 제 2 절 연구의 방법 및 구성 5
- 제 1 장 서 론 1
- 제 1 절 연구의 배경 및 목적 1
- 1. 연구의 배경 1
- 2. 연구의 목적 3
- 제 2 절 연구의 방법 및 구성 5
- 제 2 장 이론적 배경 8
- 제 1 절 저비용 항공사 8
- 1. 저비용 항공사의 개념 8
- 2. 국내 저비용 항공사의 특징 12
- 3. 국내 저비용 항공사 운영현황 15
- 4. 해외 저비용 항공사 운영현황 19
- 5. 저비용 항공사에 관한 선행연구 23
- 제 2 절 항공사의 서비스품질 25
- 1. 서비스스케이프 35
- 2. 상호작용품질 38
- 3. 항공운임 39
- 제 3 절 브랜드이미지 41
- 1. 브랜드이미지의 개념 41
- 2. 브랜드이미지에 관한 선행연구 43
- 제 4 절 브랜드태도 45
- 1. 브랜드태도의 개념 45
- 2. 브랜드태도에 관한 선행연구 47
- 제 5 절 행동의도 48
- 1. 행동의도의 개념 48
- 2. 행동의도에 관한 선행연구 49
- 제 3 장 연구모형과 가설의 설정 51
- 제 1 절 연구모형의 설정 51
- 제 2 절 가설의 설정 52
- 1. 서비스품질과 브랜드이미지 간의 가설 52
- 2. 서비스품질과 브랜드태도 간의 가설 53
- 3. 브랜드이미지와 브랜드태도 간의 가설 54
- 4. 브랜드이미지와 행동의도 간의 가설 55
- 5. 브랜드태도와 행동의도 간의 가설 55
- 6. 항공사의 유형에 따른 가설 56
- 제 4 장 연구방법 57
- 제 1 절 이론변수의 조작적 정의 57
- 1. 서비스품질 57
- 2. 브랜드이미지 58
- 3. 브랜드태도 59
- 4. 행동의도 59
- 제 2 절 변수의 측정 59
- 제 3 절 자료수집 및 분석방법 62
- 1. 자료의 수집 62
- 2. 분석방법 62
- 제 5 장 분석결과 및 논의 63
- 제 1 절 표본의 일반적 특성 63
- 제 2 절 타당성 및 신뢰성 검증 65
- 제 3 절 측정모델의 검증 68
- 1. 변수의 확인적 요인분석 68
- 2. 전체 측정모델의 확인적 요인분석 74
- 제 4 절 가설의 검증 79
- 1. 연구모형의 구조방정식 모형분석 79
- 2. 가설검증 81
- 제 5 절 가설검증 결과의 요약 및 분석결과에 대한 논의 96
- 1. 가설검증 결과의 요약 96
- 2 분석결과에 대한 논의 97
- 제 6 장 결 론 101
- 제 1 절 연구결과의 요약 101
- 제 2 절 연구결과의 시사점 103
- 1. 이론적 시사점 103
- 2. 실무적 시사점 104
- 제 3 절 연구의 한계 및 미래의 연구방향 106
- 참 고 문 헌 108
- [부록] 설문지 119
- ABSTRACT 123
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