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The Structural Relationship between Service Quality, Brand Image, Brand Attitude and Brand Loyalty of LCC
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저비용항공사의 서비스품질, 브랜드이미지, 브랜드태도, 브랜드충성도와의 구조적 관계

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Type
Academic journal
Author
Yong Lee Lee (가톨릭관동대학교)
Journal
Korea hotel resort Association 호텔리조트연구 호텔리조트연구 제20권 제2호 KCI Accredited Journals
Published
2021.1
Pages
275 - 294 (20page)

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The Structural Relationship between Service Quality, Brand Image, Brand Attitude and Brand Loyalty of LCC
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This The purpose of this study is to present basic academic data that reveals that there is a positive correlation between the service quality of low-cost airlines and customer satisfaction and recommendation intention by analyzing the effect of domestic low-cost airline service quality on brand image, brand attitude, and brand loyalty. have. Analysis Results First, as a result of factor analysis on the service quality items of low-cost airlines, it was composed of four factors: human service, material service, transportation service, and price service. Second, in the impact of service quality of low-cost airlines on brand image, brand attitude, and brand loyalty, detailed factors in relation to the effect of service quality on brand image and brand loyalty are positive (+) for all of human, material, transportation, and price service. Has been shown to have an impact. On the other hand, in brand attitude, price service among the detailed factors was found to have a negative (-) effect. Third, positive (+) influences were found in the effects of brand image on brand loyalty and brand attitude, and brand attitude on brand loyalty. Based on the research results, the implications are that in order to increase the competitiveness of domestic low-cost airlines' cabin services, human services and physical environmental factors must be improved. In addition, in order to expand overseas routes to nearby Japan, China, and Southeast Asia, and to gain an edge in the competition with overseas low-cost airlines entering Korea, efforts to enhance service quality and physical quality and increase international competitiveness will be required.
#Service Quality #Brand Image #Brand Attitude #Brand Loyalty

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References (55)

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권병찬 / 2016 / 저비용항공사 장거리노선 서비스품질이 고객만족과 행동의도에 미치는 영향 연구 / 한국항공경영학회지 14(5):47~71 dbpia 권병찬 / 2017 / 저비용항공사 장거리노선 서비스품질이 고객만족과 행동의도에 미치는 영향에 관한 연구 dbpia 권봉헌 / 2010 / 축제브랜드이미지, 지역주민의 자긍심, 지역애호도간의 영향관계 연구: 보령지역을 중심으로 / 호텔리조트연구 9(2):7~21 google schola 김경 / 2014 / 국내 저비용항공상의 서비스품질, 브랜드개성, 충성도 연구 google schola 김경옥 / 2014 / 저비용 항공사의 서비스품질이 브랜드 이미지, 브랜드태도 및 행동의도에 미치는 영향 연구 : 국내 저가항공사를 중심으로 google schola

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