Q-방법론을 이용한 항공사 선택속성에 따른 고객 유형화 연구

A Study on the Typology of Airline Customer by Selection Attributes Using Q-Methodology: Comparison between Full Service Carrier and Low Cost Carrier

This study was conducted to classify Airline Customer by Selection Attributes between Full Service Carrier(FSC) and Low Cost Carrier(LCC) using Q-methodology. 28 Q-statements were extracted from research articles and in-depth interviews with Airline professionals and customers. 30 people who have air travel experience within recent 1 year were selected to classify the Q-samples. The results of this study revealed two types of customer characteristics for both full service carrier and low cost carrier. The first type of customers who prefer Full Service Carrier was called 'reservation, ticketing preference' and the other type was 'national airlines and safety preference'. And the first type of the customers who select Low Cost Carrier was called 'Airline image preference' and the second type was 'reservation, ticketing preference'. It is identified that reservation and ticketing process are very important attributes for the customers who select both Full Service Carrier and Low Cost Carrier. The results of analysis guide the directions marketing strategies to satisfy various customer needs and sustainable development. It also delivers administrative and practical implications.