항공서비스에서의 소비가치 유형이 관계의 질 및 브랜드애착에 미치는 영향

The Effect of Consumer Value Types on Relationship Quality and Brand Attachment in Airline Passenger Services: Focusing on the Mediating Effect of Relationship Quality

The purpose of this study was to provide theoretical and practical implications by examining the consumer value, quality of relationship and Brand attachment of low-cost airline users. These variables affect the sales and profit to increase the competitiveness of domestic low-cost airlines which is fiercely competitive in the global airline market. This study analyzed the effects of consumer value with the typology of functional, social, conditional, emotional and epistemic values on brand attachment with a medium of relationship quality of low-cost airline consumers. Data was collected from users of domestic low-cost airlines and 245 copies were collected, those copies with missing responses were excluded 207 copies were used for empirical analysis. The result of analysis is as follows. First, consumer value type was found to have meaningful positive effects on emotional, functional, epistemic and conditional values except for social value. Second, relationship quality of low cost airline service users was found to have meaningful positive effects on airline brand attachment. Third, consumer value types with a medium of relationship quality were found to have meaningful positive effects on brand attachment.