Journal of the Korean Society for Aviation and Aeronautics (한국항공운항학회지)

The Korean Society for Aviation and Aeronautics (한국항공운항학회)
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Effects of Airline Brand Attitude on Customer Satisfaction and Intention to Reuse

항공사 브랜드태도와 고객만족도 및 재이용 의도 영향 관계 연구: 김포-제주 노선 이용객 대상으로

  • 왕수명 (세한대학교 항공서비스학과) ;
  • 이희찬 (세종대학교 호텔관광경영학과)
  • Received : 2018.06.20
  • Accepted : 2018.11.24
  • Published : 2018.12.31
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Abstract

Recently, the airplane use rate has been renewing its peak every year. Especially, Gimpo-Jeju route is the busiest air route in the world and all domestic airlines are competing. Therefore, the purpose of this study is to propose differentiated marketing strategies from other airlines by analyzing the effect of customers' brand attitude on satisfaction and intention to reuse of airlines competing on the most competitive routes. 350 questionnaires were distributed to domestic passengers who have experiences using Gimpo - Jeju route in recent 3 years and 338 questionnaires were analyzed by SPSS24 program. The results of the study showed that brand attitude showed meaningful effects on satisfaction and intention to reuse, and brand image was the most influential factor among the sub - factors of brand attitude. Therefore, airlines operating Gimpo - Jeju route suggest the importance of marketing strategy to enhance brand image among various brand attitudes.

Keywords

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Fig 1. The model of the research

Table 1. Profile of survey respondents

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Table 2. Result of factor and reliability analysis on brand attitude, customer satisfaction, intention to reuse

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Table 3. Correlation analysis

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Table 4. Results of Regression analysis

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