저비용항공사 서비스품질과 행동의도에 있어서 브랜드인지도의 매개효과검증

이동희 한국항공경영학회 2018 한국항공경영학회지 Vol.16 No.6

국내 항공시장은 저비용항공사들의 성장과 이에 맞선 대형항공사의 적극적 공세와 한국에 진출하는 해외 저비용항공사들의 시장진입으로 나날이 경쟁이 심화되고 있다. 안전성과 경제성에 대한 요구뿐아니라 저비용항공사를 이용하는 승객들의 서비스품질에 대한 기대도 높아지고 있다. 국내 저비용항공사의 성장을 도모하기 위해서 저비용항공사를 이용하는 고객의 기대 변화에 맞는 마케팅 전략수립이 필요하다. 본 연구는 저비용항공사의 고객들의 이용의도를 이끌어내기 위해서 어떤 요소에 집중적인 노력을 해야 하는지를 제시하고자 국내 6개 저비용항공사에 탑승한 승객들을 대상으로 설문을 실시하여, 이용경험과 서비스품질에 대한 기대와 평가를 알아보았다. 또한 서비스품질 요소 중 어떠한 요소가 고객만족과 이용의도에 중요한 영향을 미치는 지, 서비스품질과 고객의 이용의도 간에 브랜드 인지도가 매개효과가 있는지를 알아보고자 하였다. 통계 분석에 SPSS 23.0을 사용하였다. 항공사의 인구 통계적 특성을 파악하기 위하여 빈도분석을 하였고, 측정항목들의 타당도와 신뢰도를 파악하기 위해여 탐색적 요인분석을 실시하였다. 독립변수와 종속변수간의 상관관계와 영향관계를 파악하기 위한 상관관계분석, 다중회귀분석을 실시하였다. 그리고 항공사의 서비스품질 요소와 행동의도 간의 관계에서 브랜드인지도의 매개효과에 관한 검정을 위해 계층적 회귀분석을 실시하고 Sobel test로 매개효과를 재검증하였다. 분석결과를 요약하면 다음과 같다. 저비용항공사 선택시 가장 중요하게 고려하는 사항으로 ‘항공요금’, ‘비행편 스케줄’, ‘안전운항’, ‘항공서비스’ 순으로 나타났다. 저비용항공사 승객들의 예약/발권을 하는 경로로는 ‘항공사 홈페이지 이용’ 응답이 가장 많았고, ‘여행사 홈페이지’와 같이 인터넷 및 모바일 시스템에서 주로 예약/발권이 이루어지는 것으로 나타났다. 좌석배정방식은 국내 저비용항공사의 경우 자유좌석제가 아닌 지정좌석제에 대한 선호도가 높았다. 또한 저비용항공사 이용경험을 토대로 저비용항공사가 가장 보완이 필요하다고 생각되는 부분은 ‘기내의 쾌적성과 편안함’, ‘기내식음료’, ‘직원 및 승무원의 인적서비스’, ‘상황 발생시 신속한 대처능력 순으로 나타났다. 서비스품질 요소에 대한 탐색적 요인분석을 통해 추출된 4개의 요인들을 ‘기내서비스’, ‘운영시스템’, ‘부가서비스’, ‘항공기요인’으로 명명하였다. 분석결과 네 가지 서비스품질 요소 모두 고객의 이용의도에 영향을 미치는 것으로 나타났다. 서비스품질 속성과 고객의 이용의도 간에 브랜드인지도의 매개효과에 대한 Sobel test를 시행하여 분석한 결과, 서비스품질 속성의 모든 요인이 고객의 행동의도에 매개역할을 하는 것으로 확인하였다. 서비스품질 요인 중 ‘기내서비스요인’이 행동의도에 미치는 효과는 가장 높았고, 간접보다는 직접적으로 매개효과를 보였다. 반면에 ‘운영시스템’과, ‘부가서비스’, ‘항공기요인’에 있어서는 매개변수인 브랜드인지도가 직접적인 효과보다는 간접적으로 고객의 행동의도에 영향을 주는 것으로 나타났다. 결론적으로 저비용 항공사들은 서비스 품질 속성에 대한 승객들의 기대를 파악하고, 서비스품질요소의 집중적인 개발이 필요하다. 또한 고객의 이용의도를 이끌어내기 위해서는 저비용항 ... The domestic airline market is intensifying competition due to the growth of low-cost carriers and aggressive offensive by full service carriers and entry of overseas low-cost carriers to Korea. Expectations for safety and economy as well as the quality of service for passengers using low-cost carriers are increasing. In order to increase the growth of domestic low-cost carriers, it is necessary to establish a marketing strategy that meets the expectations of customers who use low-cost carriers. The purpose of this study is to investigate what factors should be focused on in order to gain customer’s behavioral intention of low-cost carriers. The survey was conducted for passengers who boarded six low cost carriers in Korea. Also, we tried to find out whether the factors of service quality factors have a significant effect on customer satisfaction and intention to use, and whether brand awareness mediates between service quality and customer intention. SPSS 23.0 was used for statistical analysis. Frequency analysis was conducted to identify the demographic characteristics of the airlines, and exploratory factor analysis was conducted to determine the validity and reliability of the items. Correlation analysis and multiple regression analysis were performed to identify the correlation and influence relationship between independent variables and dependent variables. In order to test the mediating effect of brand awareness on the relationship between airline service quality factors and behavioral intentions, hierarchical regression analysis was conducted and mediating effects were re-verified by Sobel test. The results of the analysis are summarized as follows. The most important factors to consider when selecting a low cost carriers were ‘Air fare’, ‘Flight schedule’, ‘Safe flight’, ‘Cabin service’. The most frequent route to make reservations/ticketing for low cost carriers passengers was to use ‘airline homepage’ and to reservation/ ticketing mainly on internet and mobile systems like ‘travel agency homepage’. In the case of domestic low cost carriers, seat preference was high for a seat carriers that was not a free seat. In addition, based on the experience of low cost carriers, low cost need the most complementary items in the order of comfort and comfort on board, in-flight beverage, human service of ground staff and cabin crew, Four factors extracted from exploratory factor analysis of service quality factor were named ‘cabin service’, ‘operating system’, ‘additional service’, ‘aircraft factor’. The results showed that all four service quality factors influenced customers' intention to use. As a result of the detailed analysis by Sobel test on the mediating effect of brand awareness between service quality attributes and customers' intention to use, all the factors of service quality attributes mediate the behavioral intention. Among the service quality factors, ‘cabin service factor’ had the highest effect on behavioral intention, and direct mediating effect than indirect. On the other hand, brand awareness, which is a parameter in ‘operating system’, ‘supplementary service’ and ‘aircraft factor’, indirectly influences customers' behavioral intention rather than direct effect. In conclusion, low-cost carriers need to understand the expectations of passengers about service quality attributes and to develop intensive service quality factors. In addition, low-cost carriers need to establish an effective marketing strategy to increase brand awareness in order to attract customers' intentions.

저가항공사의 유동적 요금 전략이 소비자의 가격공정성 지각에 미치는 영향

황희중,최영근 한국유통과학회 2014 유통과학연구 Vol.12 No.10

Purpose – The purpose of the study is to reexamine the pricefairness as practiced by low cost airlines, as a consumer has toexperience such inconveniences as inferior airport transportation,extra fees on in-flight meals, and non-negotiable seats, and con-sumers evaluate such experiences keeping in mind their totalcosts. This evaluation includes price fairness and allows a rea-sonable and overall consideration of factors of low cost airlines. It tries to set up a measurement of the indicators consumers'perceptions of price fairness academically as it adapts price fair-ness to airline services which are renowned for price volatility. Research design, data, and methodology – The research pro-poses an alternative pricing strategy for the long term profit oflow cost airlines after going over conflicts between the traditionaltheory of consumers' price perception mechanism and flexiblefair policy of low cost airlines. It was meaningful when it relatesto the early stage of the business, while it enhances the risksrelating to the long term survival of low cost airlines. In addition,it is significant as it highlights the negative influences on con-sumers’ perceptions of price fairness, as low cost airlines runon extremely low cost perspectives. Results – The results of the research provide insight into fourperspectives, as consumers' perceptions of price fairness are influ-enced by the frequency and range of price changes and services. The first perspective is that it would lead to positive priceevaluation when a low cost airline cuts prices frequently with lit-tle changes than one big change. It also would lead to the same result when it comes to necessary services. The second perspective is that one big increase of pricewould rather undermine the negative aspects of price changesthan those of several smaller ones. The third perspective is that additional services would begood to consumers' perceptions of price fairness as comparedto discount benefits with respect to the cost. Finally, a low cost airline should consider that consumers willchange airlines or defer their flight schedule if the flight fares in-crease beyond their limits. Conclusions – Low cost airlines should reconsider their pric-ing policies for services that were provided free earlier. A con-sumer would not like discount benefits when made to pay forservices that were, for long, free of charge. If a low cost airline can provide services with no charge, itshould improve volumes if the costs are standardized and,moreover, should consider the charging fees. Alternatively, aconsumer can choose between services and fair discount. Low cost airlines are implementing sales promotion strategies,as the competition is more intense than it used to be. In thesedays, they should regard services over sales promotion, as con-sumers may prefer to spend money on good premium services. Some differentiation in services could create a good market po-sition for the airlines and, hence, good financial performance.

국내 저비용항공사 장거리 운항 추세에 따른 장거리 저비용 비즈니스 모델 적합성 연구

진성현 한국호텔관광학회 2018 호텔관광연구 Vol.20 No.4

This paper was designed to provide a long-haul business model to be selected by the nation`s low-cost carriers by analyzing it based on prior studies to the long-haul flight application of the low-cost carrier business model which is being effective at short haul. Low-cost carriers in Korea carefully push for an attempt to extend their low-cost airline business model to long-haul flights in response to the local market saturation. The study found that there are many limitations for successful business models that low-cost carriers have shown in short-haul flights. It is too early to make a decisive decision on the long-term success of the long-distance low-cost airline model, but many price-sensitive passengers are eager for this long-haul low-cost airline model. This study limits the fact that domestic low-cost carriers are in the process of long-haul flights and that there is no actual long-haul transportation. The fact that long-distance LCCs, which have increased sharply since 2000, are still early to build successful profit models such as short-haul markets has a great implication for studying long-haul low-cost business models.

객실승무원의 직무스트레스가 경력만족에 미치는 영향-대형항공사와 저비용항공사의 비교-

맹연호 ( Yeon Ho Maeng ),이동명 ( Dong Myong Lee ) 한국항공경영학회 2014 한국항공경영학회지 Vol.12 No.5

본 연구는 대형항공사와 저비용항공사 객실승무원의 직무스트레스가 경력만족에 어떤 영향을 미치는지를 고찰하였다. 대형 및 저비용항공사 승무원 각각 224명, 178명을 대상으로 한 실증 분석 결과는다음과 같다. 첫째, 대형 및 저비용항공사 승무원의 직무스트레스는 직무불안정, 조직체계 미흡, 집단문화 요인에서 집단 간 유의한 차이가 있었다. 직무불안정과 조직체계 미흡은 저비용항공사에서, 집단문화는 대형항공사에서 더 높았다. 또, 승무원의 경력만족은 대형항공사보다는 저비용항공사에서 높게 나타났다. 둘째, 직무스트레스가 경력만족에 미치는 영향에서 두 집단 모두 보상부적절과 조직체계미흡이 중요 요인으로 도출되었다. 또, 대형항공사에서는 집단문화가, 저비용항공사에서는 관계갈등이 다음 순서로 설명력이 높았다. 셋째, Oaxaca(1973) 분해분석 결과, 저비용 항공사를 기준으로 할 때 7개 직무스트레스 요인은 경력만족 전체 차이 0.487 중 -0.0384, 즉 -7.8%의 기여도를 나타내고 있다. 보타 구체적으로 직무불안정(-0.0267), 조직체계미흡(-0.0162), 관계갈등(-0.0082)은 경력만족에 부정적인, 반면, 집단문화(0.0108), 직무자율성결여(0.0075)는 긍정적인 영향을 미치는 스트레스 요인으로 도출되었다. The environmental change of air transport industry after 2000 made low cost carrier enter the market. The low cost carriers have expanded not only domestic but also international flight market. While existing researches focused on full service carriers` flight attendants are prolific, researches on low-cost carriers` crew is hard to find. This study compared the job stress, and the effects of job stress on career satisfaction between low-cost carriers` flight attendants and full service carriers` flight attendants. The 402 questionnaires, consisted of 224 in full service carrier and 178 in low-cost carriers, are utilized for analysis. T-test, regression analysis, and Oaxaca(1973)`s decomposition analysis were performed. The results of this study are as follows; First, job unstability and unsystematic organization of job stress dimensions among low-costcarriers` flight attendants are higher than those of full service carriers` flight attendants. Butcollective organizational culture among full service carriers` flight attendants, another dimension of job stress, is higher than that among low-cost carriers` flight attendants. Second, unsuitable rewards and unsystematic organization are most important factors in the effect of job stress on career satisfaction among flight attendants in two, full service and low-cost, types of airlines. But collective organizational culture has more effect on career satisfaction in fullservice carriers than that in low-cost carriers. Third, the results of regression and Oaxaca`s decomposition of OLS reveal that -7.87% of difference in career satisfaction between low-cost and full service carriers are explained by 7dimensions of job stress. And this research shows that job unstability and unsystematic organization of job stress dimensions in low-cost carriers are very associated with career satisfaction, compared with those in full service carriers.

저가항공사의 서비스품질이 항공사의 이미지와 행동의도에 미치는 영향

최호규 한국유통과학회 2013 유통과학연구 Vol.11 No.12

Purpose- This study attempts to examine the underlying dimensions of service quality (tangibility, reliability, responsiveness,assurance, and empathy) for low-cost carriers. It subsequently seeks to determine the effect of the relationships of the dimensions of service quality, airline image, and behavioral intentions on airline services to provide adequate basic information and attributes for developing differentiated and competitive service marketing strategies. Research design, data, and methodology - The survey for this study was conducted on patrons with low-cost carrier boarding experiences in districts near universities and central businesses of Seoul and Busan from 5/10/2012 to 16/10/2012. Out of 346 questionnaires, 20 questionnaires with missing data and insincere answers were excluded for this study. Collected data were processed using SPSS 18.0, and the hypothesis was verified by analyzing the structural equation model with Lisrel 8.54. First, the frequency analysis was conducted to identify universal characteristics. Second, the exploratory factor analysis and reliability analysis were conducted to identify the accuracy of the variable measurements of the construct. Third, to assess unidimensionality and reliability, confirmatory factor analysis was conducted. Finally, to verify the adequacy of the research model and research hypothesis, the structural model was employed. Results- The results revealed that the factors, “tangibility, reliability, responsiveness, assurance, and empathy” were shown to be the most important dimensions of service quality for the airline image of the low-cost carrier which was consistent with previous studies. Therefore, it is fair to suggest that these verified factors are crucial attributes for the brand image of low-cost carriers. Second, as reliability and responsiveness were shown to be the most important factors for behavioral intentions, it is viable to suggest that these two attributes are crucial for the sales value of low-cost carriers. Further, it was found that the brand image of low-cost carriers was closely related to behavioral intentions. Therefore, in order to ensure the competitiveness and loyalty of patrons, the airline image value is a crucial attribute. Conclusions- The result of this study established that service quality is the most important attribute for marketing to ensure competitiveness, and intensive and differentiated service marketing play a crucial role in creating profits for low-cost carrier companies. First, as tangibility is found to be the most crucial factor in ensuring service quality, quality control and maintenance of medium and small carriers must be provided to ensure reliability, as they are the main attributes of low-cost carriers. Second, in order to promote positive behavioral intentions, it is essential to enhance the value of airline image. Third, in order to ensure competitiveness, it is imperative to carry out intensive and differentiated service marketing. Therefore, to promote the image of low-cost carriers and enhance behavioral intentions, the level of service quality must be secured by developing appropriate service improvement programs.

Competing Desires for Mobility

Alexa Farber 도시사학회 2011 도시연구 Vol.5 No.-

1990년대 이후 유럽에서 시작된 저가항공의 등장은 이 비행편의 도착지인 관광도시들간에 복합적인 상호 연결망을 조성하도록 하였다. 이를 통해 도시는 비행 도착지로 변모하게 되었고 이는 다층적인 유럽화 과정을 연구하기 위한 작업틀을 제공하고 있다. 저가항공 도착지들의 방대한 상호연결망은 다양하고도 광범위한 욕구들을 제공하는 한편 점차 증가하는 다양한 사회 행위자들 사이에 수많은 이동성의 욕망을 채워준다. 이러한 저가항공에 의한 이동성의 증대는 교통의 민주화를 향상시키고 있으며, 그만큼 그것은 하나의 미덕으로 널리 평가받고 있다. 이러한 이동성을 향한 욕망 형식이 나타낼 수 있는 사회문화적 의미를 이해하기 위해서는 새로운 이동성 패러다임과 관련하여 이러한 현상들로부터 제기되는 다양한 소재들과 문제들을 분석할 필요가 있다. 이러한 분석은 일차적으로 이동성들, 특히 베를린, 파리, 리가 간의 비교를 통한 관광객들의 이동성간에 이루어지는 도시 환경들을 연구하도록 한다. 이러한 현상들이 지닌 세 가지 요소들이 관찰대상이 되는데, 그 첫째는 항공이동성이 보여주고 있는 운동, 연결망, 운동성의 관계이고, 둘째는 도시 이미지가 지니는 단 하나의 매개적 재현과 도시에 대한 상상간의 상승효과로 창출되는 ‘도시 이미지공학’, 셋째는 베를린, 파리, 리가와 같은 도시들이 다양한 방식으로 보여주고 있는 문화적·경제적 전략들이다. 이러한 차원에서 점차 일반화되어 가고 있는 저가항공공간의 독특한 성격들은 도시들간에 이루어지는 단순한 관계와는 전혀 다른 모습을 보여주고 있다. 저가 항공망에 대한 욕망이 보다 커다란 규모에서 저가 도시계획과 통합되어 나가는 과정은 도시구조와 관계망에 깊은 영향을 미치고 있다. 여기에서 이동성의 ‘민주화’라는 생각은 단지 엘리트들의 특권이라 여겨져 온 다지역적 또는 초국가적 생활방식에 기반을 두고 있게 된다. 따라서 문제는 이제 저가 목적지를 이용하는 개개인의 삶의 방식에 있어서 보다 높은 수준의 다양성을 관찰할 수 있는지, 또는 이동성의 민주화로 나타나는 것이 보다 확대된 유럽의 항공공간 속에서 사회적 다양성을 부각시킬 수 있을 것인지를 관찰하는 일이다. Over the course of the 1990s, Europe witnessed the birth of low-cost airlines. Since then this phenomenon has given rise to a complex landscape of established urban tourist destinations. The emerging networks of low-cost air routes transform the city into a flight destination that can serve as the framework for studying multi-layered processes of Europeanisation. This vast landscape of low-cost carrier destinations serves a wide variety of needs and meets multiple desires for mobility among a growing variety of social actors. The mobility provided by low-cost carriers is also enhancing the democratisation of transport, and as such is widely regarded as a virtue. In order to understand the possible socio-cultural meaning of such a desired form of this mobility, it is necessary to analyze the material and the questions arising from it with respect to the new mobility paradigm, situating the analysis within the urban settings in which these mobilities, especially those of tourist with a comparison among Berlin, Paris and Riga. Three elements of this phenomenon must be assessed: first, a relationship among movements, networks and motility of the aeromobility; second, ‘urban imagineering’, as the interaction between single medial representations of the city(images) and the urban imaginary; third, cultural and economic strategies of these cities like Berlin, Paris and Riga which present different modes. In this sense, the specific qualities of the generalised air spaces differ from city to city. The incorporation of the low-cost air routes’s desires into the larger process of low-cost urbanism produce profound effects on the urban structure, as these desires result in specific and to some extent repeatable experiences incorporated into strong networks. Here the idea of a ‘democratisation’ of mobility is still based solely on the mode of multi-local, often transnational lifestyles which has long been the privilege of the elite. Therefore, the question remains if we are observing a higher differentiation of individual lifestyles that benefit from low-cost-destinations, or if what appears on the first sight as a democratisation of mobility underscores social differences within an enlarged European airspace.

저비용항공 진입에 따른 항공과 고속철도수단 선택에 관한 연구

임삼진,임강원,이영인,김경희 대한교통학회 2008 대한교통학회지 Vol.26 No.4

Most of Korea's 15 local airports, with the exception Jeju, Gimpo and Gimhae airports, have been several billion Won in the red each year. It has been reported that one of the causes of the poor financial performance is inaccurate air traffic demand predictions. Under the situation, the entry of low-cost carrier air service using turbo-prop airplanes into the domestic airlines market gets a wide range of support, which is expected to promote the convenience of consumers and help to activate local airports. In this study, the authors (1) suggest a high-speed transport demand model among existing airlines, Korea Train Express (KTX) and low-cost carrier air service; (2) try to make low-cost air carrier demand predictions for a route between Seoul and Daegu through a stated-preference survey; and (3), examine possible effectiveness of selected policy measures by establishing an estimation model. First, fare has a strong influence for mode choice between high-speed transport modes when considering the entry of low-cost carrier air service between Seoul and Daegu. Even low-cost carrier air service fare is set at 38,000 won, which is considerably low compared with that of KTX, in the regions where the total travel time is the same for both low-cost carrier air service and KTX, the probability of selecting low-cost carrier air service is 0.1, which shows little possibility of modal change between high speed transportation means. It is suggested that the fare of low-cost air service between Seoul and Daegu should be within the range of from of 38,000 to 44,000 Won; if it is higher, the demand is likely to be lower than expected. 2004년을 기준으로 전국 15개 지방공항 가운데 제주와 김포, 김해공항을 제외한 나머지 공항 들은 해마다 수십억 원의 적자를 내고 있는 실정이다. 지방공항들의 실패원인으로 수요예측 오류의 문제가 대두되어 왔다. 이에 소형 항공기를 이용해 정기서비스를 제공하는 저비용항공의 진입을 통해 소비자의 편의를 증진시키고 지방공항을 활성화해야 한다는 주장이 사회적인 공감을 얻고 있다. 따라서, 본 연구에서는 (1) 기존항공과 고속철도와 저비용항공 3자 사이의 고속교통통행수단 선택모형을 제시하고 (2) SP조사를 통하여 서울-대구간 저비용항공의 이용수요를 추정하고, (3) 추정모형을 설정하여 정책수단별 효과 분석을 실시하였다. 분석 결과, (1)서울-대구간 고속교통수단 선택에 있어서 저비용항공의 진입은 요금과 가격이 유의미한 영향을 미치는 것으로 나타났으며, (2)저비용항공의 요금이 KTX에 비해 훨씬 저렴한 38,000원 수준으로 정해질 경우에도 총통행시간이 KTX와 시간이 동일하게 소요되는 지역의 경우 저비용항공의 선택확률은 0.1 정도로 작게 나타나 통행수단 전환효과는 그리 크지 않을 것으로 분석되었다. (3)향후 서울-대구간 저비용항공 취항시의 요금은 38,000원~44,000원 사이에서 결정되어야 할 것으로 보이며, 그 이상의 요금으로 결정될 경우 큰 수요를 기대하기 어려울 것으로 판단된다.

An Investigation into Improving Service Quality Distribution and Perceived Value in the Passenger Loyalty of Low-Cost Airlines in Thailand

Sirawit PINKUM(Sirawit PINKUM ),Karun KIDRAKARN(Karun KIDRAKARN ) 한국유통과학회 2023 유통과학연구 Vol.21 No.4

Purpose: To study, analyze, and investigate how to improve the service quality distribution and perceived value of passenger loyalty in low-cost airlines in Thailand. Research Design, data, and methodology: The data was collected from low-cost airline passengers who had used low-cost airlines within Thailand more than twice in the last 12 months. In total, 632 questionnaires were received, representing 97.32%, and in-depth interviews were done using the semi-structured technique. The key informants were either executives or representatives from 4 low-cost airlines operating in Thailand. We utilized structural modeling techniques to examine the data relevant to the investigation. Results: The results show that low-cost airline passengers in Thailand have strong opinions about the perceived value of the passenger loyalty of low-cost airlines within this sector of the Thai air travel industry. The variables were sorted in order of importance and included passenger loyalty, satisfaction, trust, perceived value, and service quality distribution. The relationship between the service quality distribution variables and the significance in relation to passenger loyalty according to low-cost airlines in Thailand showed that service quality distribution had a positive effect on perceived value and that passenger satisfaction has a direct positive effect on passenger loyalty. Conclusions: The 8QPSTL strategy is successful in terms of service quality distribution and passenger satisfaction, therefore it is an important aspect of low-cost airlines in Thailand.

저비용항공사 가치 인식이 항공서비스 시장에 미치는 영향에 관한 연구

송상연 ( Sang Yeon Song ),강명수 ( Myung Soo Kang ) 한국항공경영학회 2011 한국항공경영학회지 Vol.9 No.4

The Market of low-cost carriers is growing recently, because low-cost carriers can provide new value to aviation customers through the reformation of the cost structure. The emergence of a new kind of air service provides new choice options in aviation industry. And consumer`s attitude and perception toward air service product also change. This study tried to find the effect of perceived value of low-cost carriers on aviation industry. The positive value perception on low-cost carriers would expend the aviation industry. The result of this study indicates that consumers` evaluation on low-cost carriers effects on low-cost carriers` perceived service quality and purchase intention. And purchase intention on low-cost carriers effects on purchase intention on whole air service product. Conclusively, all hypotheses in this study are statistically significant.

국내 저비용 항공사 이용승객의 안전에 관한 인식 연구

김윤태 ( Yoon Tae Kim ),신찬호 ( Chan Ho Shin ) 한국항공운항학회 2007 한국항공운항학회지 Vol.15 No.4

This paper examines the safety perception of passengers on low cost carriers which has made several accidents and incidents at the early stage of their business. The concept of low cost carrier is becoming more important to airline industry in Korea. This study achieves the first selecting attribute among airline service factors on domestic flights and try to indicate that how much the passengers trust in the safety of low cost carriers. It is also sets the comparative safety awareness between low cost carriers and two full service national carriers in domestic market. The safety perception of aircraft type can be a major factor for LCC choice in Korea due to frequent accidents and incidents for last two years. More than 60% of LCC passengers have increasingly considered the safety after recent accidents. The low cost airlines` images of the passengers showed that the first image of the LCC was the fare and the second image was safety. This study indicates that most of the LCC travelers will use the international low cost airlines when LCC extend their destination to adjacent countries. For the accomplishment of the low cost carriers` competitiveness in domestic market, they have to try to get rid of bad image for safety and pay extra attention to find out better services other than the safety and develop other strategies to compete against existing full service carriers.