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

The Korean Society for Aviation and Aeronautics (한국항공운항학회)
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A Study on Airline Love Mark and Relation Continuing Intention

항공사 러브마크와 관계지속의도에 관한 연구

  • 김정희 (가톨릭관동대학교 항공운항서비스학과) ;
  • 한수연 (상지대학교 항공서비스학과) ;
  • 진성현 (가톨릭관동대학교 항공운항서비스학과)
  • Received : 2020.11.03
  • Accepted : 2020.12.08
  • Published : 2020.12.31
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Abstract

In this study, The purpose is to understand the influence of lovemark on relation continuing intention. As a result of reliability analysis, the Cronbach's α coefficient of all variables such as lovemark, relation continuing intention showed 0.8 or more, thus ensuring reliability. The results of regression analysis between variables for hypothesis testing are as follows. as a result of analysis on the effect of lovemark on the relation continuing intention, it showed that both factors of love and respect dimension had significant influences, and that the relationship intension also increased as the love and respect dimension increased. As a result of this study, In order to increase lovemark and relationship intension, it was also confirmed that efforts should be focused on immersion between airlines and customers. It was confirmed that efforts to increase the airline's lovemark are needed to retain existing customers and attract new customers.

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References

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