국내 저비용항공사 마케팅커뮤니케이션과 경험단서가 고객가치에 미치는 영향

The effect of Marketing Communication and Experience Clue in Domestic LCC brand on Customer Value

The purpose of this study is to suggest effective marketing plan for reinforcing domestic LCC(Low Cost Carrier) brand competitive. This study analyzed the effect of customer experience regarding domestic LCC brand on customer value. The questionnaires were conducted by customers with domestic LCC’s milage point. The results are as follows; First, It is verified that domestic LCC’s marketing communication can be positively correlated with customer value by the order of priority, advertising, sales promotion and public relation, but mouth to mouth hasn’t correlated with it. Second, It is shown that customer experience clue factor of domestic LCC can be positively correlated with customer value by the order of priority, physical and human clues, but function clue hasn’t correlated with it. In conclusion, customer experience regarding domestic LCC brand is tactical implementation component for creating customer value. Therefore, the factors of customer experience regarding domestic LCC should be considered deeply in the service brand management. This study has deducted measurement factors that build brand experience and has suggested new perspective regarding customer experience management of service brand.