Examining the Effect of Airline's Images on the Customer Satisfaction and Switching Intention by the Airline's Type and Route

Kim, Sang Hyuck; 오현주

Journal of Tourism Sciences

Abbr : JTS
2013, 37(3), pp.149-167
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

Kim, Sang Hyuck ¹, 오현주 ²

¹가천대학교
²경성대학교

ABSTRACT

The purpose of this study is to examine the relationship among the airline's image that consisted in the cognitive image and the affective image, customer satisfaction, and switching intention, based on the Airline's type and route. The total of 350 samples were collected from the tourists who used the full service carrier or low cost carrier in Busan from 1st to 30th, November, 2011. Data analysis techniques used in this research are Frequency analysis, Factor analysis, MONOVA(Multivariate analysis of variance) and multiple regression analysis. The result of the MANOVA analysis shows that there is a significant difference in the airline's image, depending on the airline's type and route. Also, the results of the multiple regression analysis show that there are different influences of the airline's image, which consisted in the cognitive image and the affective image, on the customer satisfaction by the airline's type and route. In addition, the customer satisfaction of airline negatively influences on the switching intention of airline. Considering on the such results, airline industries should make an effort on increasing the customer satisfaction through building each airline's image depending on airline's type and route.
KEYWORDS

Airline cognitive image, Affective image, Customer satisfaction, Switching intention
REFERENCES (37)

[thesis] 강소희 / 2005 / 기업의 이미지가 서비스 제품 선택에 미치는 영향에 관한 연구 : 국제선 항공사 선택 사례를 중심으로 / 석사 / 연세대학교 언론홍보대학원

[journal] 고동우 / 2005 / Differences of Endogenous Experience and Exogenous Experience with a Planned Festival / 관광레저연구 / (사)한국관광레저학회 17(4) : 45~64

[journal] 김은하 / 2011 / Scale Development for Measuring the Hotel brand's Emotional Images / 관광레저연구 / (사)한국관광레저학회 23(6) : 193~210

[journal] 김진수 / 2010 / The impact of cognitive and affective image and the perceived risks about recommendation and revisit intention to Ganghwa-do as a tourism destination / 관광학연구 / 한국관광학회 34(3) : 215~236

[journal] 박석희 / 2002 / Scales Development for the Affectional Images on a Destination : Pure-affectional Image and Semi-affectional Image / 관광학연구 / 한국관광학회 25(4) : 13~32

[journal] 박진우 / 2008 / A Study on the Effects of Airline Service Dimensions / 관광연구 / 대한관광경영학회 22(4) : 151~172

[thesis] 변지은 / 2011 / 항공사 이미지가 고객 애호도에 미치는 영향 연구 / 석사 / 경기대학교 대학원

[book] 안광호 / 2011 / SPSS를 활용한 사회과학조사방법론 / 학현사

[thesis] 안순례 / 2001 / 외식업체 고객의 서비스전환행동에 관한 연구 : Family Restaurant을 중심으로 / 박사 / 세종대학교 대학원

[journal] 윤설민 / 2010 / A Study for Recognition Difference among Stakeholder about Converting from Vocational High School to Specialized High School in Dept. of Tourism: Focused on Comparison among Student, Parent, and Teacher / 호텔경영학연구 / 한국호텔외식경영학회 19(2) : 115~133

[journal] 이강석 / 2008 / Analysis of aviation safety over the consumer's behaviour and change of the mode choice after the openning of KTX - Analysis of regional airline route development in Republic of Korea - / 한국항공경영학회지 / 한국항공경영학회 6(4) : 117~133

[journal] 이동희 / 2002 / Comparative Analysis of Image of International Carriers flying to Korea / 관광학연구 / 한국관광학회 25(4) : 227~251

[journal] 이동희 / 2001 / 주요 항공사 이미지 속성 분석에 관한 실증적 연구 / 생산성논집 15(3) : 301~324

[journal] 서용건 / 2005 / The residents' attitude on golf course development / 관광연구 / 대한관광경영학회 20(2) : 267~283

[confproc] 이정민 / 2009 / 항공사 객실승무원의 승무원 이미지 영향 요인에 관한 연구 / 한국항공경영학회 춘계학술대회논문 : 175~185

[journal] 이정자 / 2007 / The Influence of Perceived Risk on Overall satisfaction and Loyalty : Focused on the customers at family restaurant in Seoul / 관광학연구 / 한국관광학회 31(2) : 205~222

[journal] 이제억 / 2007 / 항공사 e-CRM과 항공사 이미지, 지각된 가치, 고객만족, 고객충성도 간의 영향 연구 / 관광경영연구 11(1) : 141~165

[journal] 이태희 / 1997 / 한국 관광지 이미지 측정척도의 개발 / 관광학연구 20(2) : 80~95

[journal] 조경희 / 2008 / 항공사 이미지요인이 고객만족, 재방문의도, 추천의도에 미치는 영향에관한 연구 : 국내 항공사 국제선 이용승객을 대상으로 / Tourism Research 27 : 181~199

[journal] 정희진 / 2005 / 항공사의 브랜드 이미지가 선택행동에 미치는 영향 / 컨벤션연구 5(3) : 125~141

[journal] 최승담 / 2005 / Developing a Measurement Scale of an Urban Image as a Tourist Destination / 서울도시연구 / 서울연구원 6(1) : 93~106

[journal] Baloglu, S. / 1999 / A model of destination imageformation / Annals of Tourism Research 26(4) : 868~897

[journal] Bansal, H. S. / 1999 / The service provider switching model(SPSM) : A model of consumer switching behavior in the serviceindustry / Journal of Service Research 2(2) : 200~218

[journal] Barich, H. / 1991 / A framework for marketing imagemanagement / Sloan Management Review 32(4) : 94~104

[journal] Beerli, A. / 2004 / Factors influencing destination image / Annals of Tourism Research 31(3) : 657~681

[journal] Cronin, J. J. Jr. / 2000 / Assessing theeffects of quality, value, and customer satisfaction on customerbehavioral intentions in service environments / Journal of Retailing 76(2) : 193~218

[journal] Dodds, W. / 1991 / Effects of price, brand, andstore information on buyers' product evaluations / Journal of Marketing Research 28(3) : 307~319

[journal] Gray, E. / 1998 / Managing corporate image and corporatereputation / Long Range Planning 31(5) : 695~702

[journal] Harris, L. / 2004 / The four levels of loyalty and the pivotalrole of trust : A study of online service dynamics / Journal of Retailing 80(2) : 139~158

[journal] Jones, M. A. / 2002 / Why customersstay : measuring the underlying dimensions of services switching costsand managing their differential strategic outcomes / Journal of Business Research 55(6) : 441~450

[book] Kotler, P. / 2004 / Principles of marketing 10th / Prentice Hall International, Inc : 124~

[journal] Liou, J. J. H. / 2010 / Personal selection using fuzzy MCDMalgorithm / Quality & Quantity 44 : 1079~1091

[journal] Nguyen, N. / 2001 / Corporate image and corporate reputationin customers' retention decisions in services / Journal of RetailingConsumer Services 8(4) : 227~236

[journal] Ostrowski, P. L. / 1993 / Service qualityand customer loyalty in the commercial airline industry / Journal ofTravel Research 32(2) : 16~24

[journal] Park, J. W. / 2004 / The effect of airline servicequality on passengers' behavioral intention : A korean case study / Journal of Air Transport Management 10(6) : 435~439

[journal] Rust, R. T. / 1993 / Customer satisfaction, customerretention, and market share / Journal of Retailing 69(2) : 193~215

[journal] Zins, A. H. / 2001 / Relative attitudes and commitment in customer loyaltymodels : some experiences in the commercial airline industry / InternationalJournal of Service Industry Management 12(3) : 269~294
KCI Citation (16)

KJC Korea
Journal Central

Statistics

Tools