중요도(Importance)-실행도(Performance) 분석을 통한 저비용 항공사 이용객의 서비스 인식에 관한 연구

Low Cost Carrier Passengers' Evaluation on the Attribute of Airline Service Using Importance-Performance Analysis

Using an importance-performance analysis(IPA), this study examined low cost carrier(LCC) passengers' evaluation on the attribute of the airline service. Data were collected from 200 Korean LCC passengers on August 2009. Results of a T-Test indicated that their was significant difference between the passengers' evaluation on the importance and performance in the variables like staff promptness, usage convenience of homepage, staff kindness and so forth. The IPA grids illustrated that the low fare, staff promptness, staff kindness, usage convenience of homepage fell into the keep up the good work quadrant, while customer service for delay, in-flight seat comfortable fell into the low priority quadrant. The study also suggested that a IPA analysis could be practically applied in identifying areas to which marketing resources should be allocated.