저비용항공사 객실승무원의 서비스 및 안전업무가 항공사 브랜드이미지와 항공사 가격지불의사에 미치는 영향

Abstract

This study is aimed to provide the view of low-cost airline passengers on the relationship of the cabin crew’s service and safety duty with the brand image and passengers’ willingness to pay. The result of the study is as follows: First, the cabin crew’s capacity recognition of service has positive influence on the airline’s brand image. Second, the cabin crew’s capacity recognition of safety duty also positively affected the airline’s brand image. Third, the airline’s brand image, therefore, raised customer’s willingness to pay. Forth, the cabin crew’s capacity of service also increased willingness to pay. Fifth, the cabin crew’s capacity of safety duty, however, did not influence customer’s willingness to pay, and the hypothesis was dismissed. Sixth, the airline brand image had a dominant impact on the cabin crew’s service duty, safety duty and the willingness to pay. The consequences of this study recognizes the importance of the role of brand image in low-cost airlines and indicates the strategies to create brand image for desirable airline service and human resource management of the cabin crew.