Classifying Service Quality Attributes of Low-Cost Carriers and Full-Service Carriers based on An Analytical Kano Model

The purpose of this study is a) to examine customer needs for, and satisfaction in service quality of both LCCs and FSCs in South Korea, and b) to compare the differences between LCCs and FSCs. To achieve this goal, this study employs Kano model that is considered a useful method not only to analyze customers’ needs and satisfaction but identify ways to improve customer satisfaction. Four main components of airline service quality were chosen: human service, physical service, and system service attributes. Data were collected from Korean passengers who experienced both domestic LCCs and FSCs. A total of 280 responses were used for the final data analysis. Based on Kano model, each service quality attribute was clarified into ‘must be’, ‘one-dimensional’, ‘attractive’, and ‘indifferent’ dimension. As results, ‘must be’ dimension was not found for both LCC and FSC. Most service quality items were clarified as one dimensional attribute for FSC while relatively more attractive attributes were found for LCC. Based on the findings, the theoretical and practical implications were discussed.