항공사 형태 및 노선에 따른 항공사 이미지가 고객만족, 전환의도에 미치는 영향에 관한 연구

Examining the Effect of Airline's Images on the Customer Satisfaction and Switching Intention by the Airline's Type and Route

The purpose of this study is to examine the relationship among the airline's image that consisted in the cognitive image and the affective image, customer satisfaction, and switching intention, based on the Airline's type and route. The total of 350 samples were collected from the tourists who used the full service carrier or low cost carrier in Busan from 1st to 30th, November, 2011. Data analysis techniques used in this research are Frequency analysis, Factor analysis, MONOVA(Multivariate analysis of variance) and multiple regression analysis. The result of the MANOVA analysis shows that there is a significant difference in the airline's image, depending on the airline's type and route. Also, the results of the multiple regression analysis show that there are different influences of the airline's image, which consisted in the cognitive image and the affective image, on the customer satisfaction by the airline's type and route. In addition, the customer satisfaction of airline negatively influences on the switching intention of airline. Considering on the such results, airline industries should make an effort on increasing the customer satisfaction through building each airline's image depending on airline's type and route.