저가항공사의 이용 동기가 재이용의도에 미치는 영향 연구: 구전에 의한 조절효과

Abstract

Low-Cost Airlines has reduced the price with their interests by the airline bleeding competition due to price-sensitive customers. Low-Cost Airlines’ customers, when choosing airlines for travel, place the price on more important position than other various service factors recently such as in-flight service items, flight attendants` hospitality, new state-of-the-art aircraft and several service environment factors for basic consumer needs such as punctuality and flight schedule. This study is in addition to price factors in the selection of low-cost airlines, to study what the factors affecting the customer's customer intended reuse. By doing so, it proposes several strategies for the domestic Low-Cost Airlines not only to create the demand for air transport in order to attract new customers and identify service quality customer awareness of domestic airlines, and also to review the impact of service quality for retaining of existing customers. And these are efficient ways for increasing of the airline's brand image and for enhancing of customers’ reuse through the analysis of their reuse intention about each airline. The result of actual analysis on the relationship between attitude toward brand and intention to reuse is as follows. First, credibility, confidence, and service tangibility had an influence on customers` attitude toward each airline brand and their intention to reuse each airline for their next flight. Second, attitude by word-of-mouth toward a brand had a meaningful influence on customers` intention to reuse. A well-formed brand attitude by word-of-mouth will play a crucial role at increasing profits for airlines by long-term customer acquisition and retention.