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The Impact of Brand Credibility, Brand Equity and Brand Satisfaction on Brand Loyalty towards Global Airline Alliances: The Moderating Effects of Switching Cost

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2019, 43(7), pp.163-181
  • DOI : 10.17086/JTS.2019.43.7.163.181
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : August 10, 2019
  • Accepted : September 16, 2019
  • Published : October 1, 2019

Lee, Sun-Min 1 seo wonseok 2

1경희대학교 호텔관광대학 호텔경영학과
2경희대학교

Excellent Accredited

ABSTRACT

It has been a key strategy to use global airline alliances in the airline business. In order to prove the relationship between brand credibility and brand loyalty of global airline alliances, this research suggests a conceptual model. This research found that brand equity had a positive impact toward brand satisfaction and brand loyalty, and also brand satisfaction and brand loyalty had a positive relationship. Another important finding was to verify the moderating effects in the relationship between brand equity-brand loyalty and brand satisfaction-brand loyalty. From the analysis results, it can be said that switching cost plays an important role in the global airline alliance environment. The data of this research confirms that the global alliance brand improves a brand of a member company and strengthens its own brand in the world airline industry. Also, brand credibility has an important role in customer relationship management.

Citation status

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