저비용항공사의 지각된 서비스품질과 지각된 희생이 지각된 가치, 고객충성도에 미치는 영향

The effect of LCC's perceived service quality and perceived sacrifice on perceived value and customer loyalty

The Purpose of this study is to analyze the effect of LCC's perceived service quality and perceived sacrifice on perceived value and customer loyalty. A total of 205 valid responses were used for Statistical analysis. The results of structural equation analyses which were developed to derive accurate casual relationships showed the evidence for a reasonable level of validity and reliability of this model. The results are as follows. First, LCC's perceived service quality exerted a positive impact on perceived value, indicating significant coefficients of tangibles. On the other hand, reliability, responsiveness, assurance, empathy didn't exert a positive impact on perceived value. Second, perceived sacrifice exerted a negative impact on perceived value. Third, evaluation of perceived value turned out to affect customer loyalty positively. Fourth, perceived value played a role in mediating the relationship between evaluation of tangibles and customer loyalty, perceived sacrifice and customer loyalty. The study suggests marketing strategies are needed to manage perceived value and improve customer loyalty in the airline industry. There must be continuous efforts to meet service quality factors as well.