기내 특화서비스, 항공사이미지, 관계지속의도와의 관계 연구

Investigating on the Relationship among Specialized Cabin Service, Airline Image, Relationship Continuity Intention :Focused on the Low Cost Carriers

The competition in routes and passenger service among LCCs is regarded to be inevitable as exceeding number of new LCCs have emerged with their own differentiated service way. Each LCC has begun offering specialized in-flight service to provide their customers with attractive services. The purpose of this study is to find the relationship among specialized cabin service, airline image and relationship continuity intention of 5 LCCs operating in and out bound of Korea and finally to suggest the specialized in-flight service strategy. To verify each measure, the author tested the data from questionnaires using SPSS 23.0 for Windows. According to the analysed result, there were positive influence among specialized cabin service, the airline image and relationship continuity intention on LCCs. First, to meet the passengers' diversified needs under hard competition, LCCs should develop specialized cabin service program performed by well-trained human service factors. Using the social network service to promote the specialized service is also a good way to spread the distinctive cabin service. Second, Joint operation with full service carriers creates reliance and finally leads to repurchase. Third, as the cabin specialized service influenced on the relationship continuity intention, company should develop strategic specialized passenger service.