저비용항공사 서비스품질이 사후행동에 미치는 영향

The influence on Post-behaviors of Airline customers by the Service Quality of Low Cost Carriers

The severe crisis of the global aviation industry has primarily struck the Full Service Carriers(FSCs) with their complex hub and spoke operation platforms and several Low Cost Carriers(LCCs) has started their operation for domestic routes and some of them has suspended their operations due to financial problems in Korea. This research has tried to examine the key service quality factors that influence on consumers' post-purchase behaviors using low cost carriers for domestic travel. Results found that there were some significant effects for word-of-mouth, re-purchase intention and recommendation by price, safety and physical service quality factors. But reservation· ticketing and flight operational service quality factors did not have any effects on consumers' post-purchase behaviors. Findings showed that new marketing strategy and planning were necessary to remove consumers' perception of safety on LCCs and to focus fares and service quality levels to survive in domestic market. If they succeed in providing almost the same service quality level for safety factor at reduced cost, they would not only stabilize their position, but also lead the industry as a whole to the next level of efficiency.