Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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Research on Brand Identification in the Airline Industry

항공 산업에서의 브랜드 동일시 연구

  • Ko, Seon-Hee (Department of Airline Service, Seowon University)
  • 고선희 (서원대학교 항공서비스학과)
  • Received : 2019.11.05
  • Accepted : 2020.03.20
  • Published : 2020.03.28
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Abstract

This study set the research model to analyze the effect of customer value on brand identification and loyalty using customers of K Airline. Based on previous researches, this study extracted variables, and built a structural equation model to examine the relationship among variables. The findings of empirical research are as follows. First, it was found that functional value and emotional value of customer value have significant effect on brand identification. Thus, hypothesis 1 was accepted. Second, customers seek emotional aspect in choosing a product or a service. That is, by using an airline brand which they think is identical with their image, value, or lifestyle, they pursue brand identification with the airline. Third, given that functional value and emotional value of customer value do not affect brand loyalty, we can know that customer value strengthens brand loyalty through brand identification. To boost brand loyalty, K Airline needs to pay attention to raise brand identification of customers with consideration of other mediating variables.

본 연구는 K항공사를 이용하는 고객을 대상으로 고객가치가 브랜드 동일시 및 충성도에 미치는 영향관계를 분석하고자 연구모형을 설정하였다. 이론연구의 고찰을 통해 변수를 추출하였으며 각 변수간의 관계를 살펴보기 위해 구조방정식 모형을 활용하였다. 실증분석 결과는 아래와 같다. 첫째, 고객가치 중 기능적 가치와 감성적 가치가 브랜드 동일시에 모두 유의한 영향을 미치는 것으로 나타나 가설 1은 채택되었다. 둘째, 현재의 소비자는 제품이나 서비스의 선택에 있어 감성적인 면을 더 추구한다는 것을 확인하였다. 즉 자아 이미지와 동일하거나 자신의 가치관 혹은 라이프 스타일에 일치한다고 생각하는 항공사 브랜드를 이용함으로써 항공사와의 브랜드 동일시를 추구하고 있다. 셋째, 고객 가치 중 기능적 가치와 감성적 가치 모두 브랜드 충성도에 영향을 미치지 않는 것으로 나타나 고객가치는 브랜드 동일시를 통해 충성도가 강화됨을 알 수 있다. K항공은 소비자들의 브랜드 충성도를 상승시키기 위해서는 다른 매개변수의 역할도 고려되어야 하겠지만 고객의 브랜드 동일시 제고에 관심을 가져야 할 것으로 사료된다.

Keywords

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