Journal of Advanced Navigation Technology (한국항행학회논문지)

The Korean Navigation Institute (한국항행학회)
권호 표지
DOI QR코드

DOI QR Code

A Research of Passengers' Perception on Benefit to Repurchase Intention through Price Reliability: Focusing on Comparing National Carrier and Foreign Carrier between Incheon-Dubai Air Route

항공여객이 인식하는 편익이 가격신뢰를 매개로 재구매 의도에 미치는 영향 : 인천-두바이 구간 국적항공사와 외국항공사 비교를 중심으로

  • Lee, Gun-Young (Department of Flight Operation, Korea National University of Transportation) ;
  • Kim, Soo-Jung (Department of Transportation Policy & System, Korea National University of Transportation) ;
  • Jang, Ji-Seung (Incheon Passenger Traffic Service, Korean Air)
  • 이근영 (한국교통대학교 항공운항학과) ;
  • 김수정 (한국교통대학교 교통대학원 교통정책시스템공학과) ;
  • 장지승 (대한항공 인천여객서비스지점)
  • Received : 2020.05.25
  • Accepted : 2020.06.24
  • Published : 2020.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

This research focused on such a passenger sample that used to fly between Incheon int'l airport(ICN) and Dubai int'l airport(DXB) using either a national carrier or gulf carriers because the route between ICN and DXB is one of the international air routes with the toughest competition under the global pressure of open air transport market. Based on the results from the empirical research, this paper proposed a competitive advantage which a national carrier must have to cope with global competition under the open sky policies and implications for sustainable strategies of them. National carrier passengers perceived product benefits had a significant positive effect on price reliability in spite of lower price competitiveness. Following the empirical analysis results, it was proven a national carrier should try to improve product benefit sought by passengers to maintain sustainable competitive advantage in the market against foreign airlines.

본 연구는 인천국제공항(ICN)-두바이국제공항(DXB)의 정기 노선을 취항하고 있는 대한민국 국적항공사 및 중동 국적항공사를 이용객들을 연구의 대상으로 하였다. 항공시장의 자유화 압박 속에서 국적항공사 대(對) 외국항공사의 시장 경쟁이 가장 치열한 노선들 중 하나이기 때문이다. 실증연구를 통해 국적항공사의 경쟁적 우위는 무엇이고 향후 시장 자유화 확대 기조에서 치열한 경쟁에서 살아남기 위한 지속가능한 전략이 무엇인지 시사점을 도출하고자 하였다. 인천-두바이 노선에서 국적항공사 이용객들의 우수한 제품 편익에 대한 인식은 가격 프리미엄을 지불하고서라도 재구매 의도에 유의한 영향을 미치는 것으로 판명되었다. 반면 외국항공사 이용객들의 제품 편익은 저렴한 가격과 아무런 상관성이 없는 것으로 분석되었다. 국적 항공사의 제품 편익을 향후 더욱 강화한다면, 동 노선에서 외국 항공사들의 가격 우월성과 경쟁하고 시장에서 경쟁적 우위를 지속적으로 유지할 수 있을 것이다.

Keywords

References

  1. H. Park and P. Sullivan, “Market segmentation with respect to university students' clothing benefits sought: shopping orientation, clothing attribute evaluation, and brand repatronage,” International Journal of Retail and Distribution Management, Vol. 37, No. 2, pp. 182-201, 2009. https://doi.org/10.1108/09590550910934308
  2. G. R. Funkhouser, R. Parker and A. Chatterjee, "A crosscultural comparison of source and brand choice as a function of consumer price and non-price cost sensitivities", in AP-Asia Pacific Advances in Consumer Research Vol. 1, eds. Joseph A. Cote and Siew Meng Leong, Provo, UT : Association for consumer research, pp.140-147, 1994.
  3. D. A. Aaker, “The value of brand equity,” Journal of Business Strategy, Vol. 13, No. 4., pp. 27-32, 1992. https://doi.org/10.1108/eb039503
  4. S. H. Kim and J. Y. Kang, "Effects of consumer characteristics on benefits sought and importance in attributes of durable goods : emphasis on consumer innovativeness, social sensitivity, and consumer knowledge," Journal of Korean Marketing Association, Vol. 20, No. 4, pp.209-226, 2005.
  5. M. A. Kim and Y. J. Joo, "Importances of smart phone attributes by pursuit benefits," The Journal of Society for e-Business Studies, Vol. 20, No. 1, pp.99-115, Feb. 2015. https://doi.org/10.7838/jsebs.2015.20.1.099
  6. J. S. Hwang, "Sportswear evaluative criteria segments: benefits sought, attitudes toward imported and domestic grands, and sportswear image preferences," Journal of the Korean Society of Clothing and Textiles, Vol. 31, No. 2, pp.1742-1753. https://doi.org/10.5850/JKSCT.2007.31.12.1742
  7. S. Shim and M. C. Bickle, "Benefit segments of the female apparel market: psychographies, shopping orientations, and demographics," Clothing and Textiles Research Journal, Vol. 12, No. 2, pp.1-12, 1994. https://doi.org/10.1177/0887302X9401200201
  8. R. Lee and M. Lee, "A study on consumer's value, sportswear benefits sought and attribute evaluation," The Research Journal of the Costume Studies, Vol. 12, No. 6, pp.1031-1044, 2004.
  9. S. H. Ahn, Y. H. Suh and M. S. Suh, "An exploratory research on hierarchical causality of personal value, benefits sought and clothing product attributes," Journal of Korean Society of Clothing and Textiles, Vol. 24, No. 5, pp.652-662, 2000.
  10. D. Easley and J. Kleinberg, "Networks, crowds, and markets : reasoning about a highly connected world," Cambridge University Press, 2010.
  11. A. Chaudhuni and M. B. Holbrook, “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty,” Journal of Marketing, Vol. 65, No. 2, pp. 81-93, 2001. https://doi.org/10.1509/jmkg.65.2.81.18255
  12. J. Church, and N. Gandal, “Integration, complementary products, and variety,” Journal of Economics and Management Strategy, Vol. 1, No. 4, pp. 651-675, 1992. https://doi.org/10.1111/j.1430-9134.1992.00651.x
  13. K. E. Voss, E. R. Spangenberg and B. Grohmann, “Measuring the hedonic and utilitarian dimensions of consumer attitude,” Journal of Marketing Research, Vol. 40, No. 3, pp. 310-320, 2003. https://doi.org/10.1509/jmkr.40.3.310.19238
  14. J. Aaker, "Dimensions of brand personality," Journal of Marketing Research, Vol. 34, pp.347-357, August, 1996. https://doi.org/10.1177/002224379703400304
  15. S. M. Fournier, "Consumer and their brands: developing relationship theory in consumer research," Journal of Consumer Research, Vol. 24, No. 4, pp.343-373, 1998. https://doi.org/10.1086/209515
  16. S. C. Seol and W. Y. Choi, "Inaction inertia effect - moderation effect of habitual purchase behavior and maximization behavior," Management & Information Systems Review, Vol. 37, No. 4, pp.195-217, 2018. https://doi.org/10.29214/damis.2018.37.4.012
  17. J. M. Lim, "A study on the structural relationship between benefit, consumer-brand relationship and brand attachment," Management & Information Systems Review, Vol. 29, No. 1, pp.117-144, 2010. https://doi.org/10.29214/damis.2010.29.1.006
  18. J. J. Cronin and S. A. Taylor, "SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minusexpectations measurement of service quality," Journal of Marketing, Vol. 58, pp.125-131, Jan. 1994.
  19. W. Boulding, A. Kalra, R. Staelin and V. A. Zeithaml, "A dynamic process model of service quality: from expectation to behavioral intentions," Journal of Marketing Research, Vol. 30, No. 1, pp.7-27, 1993. https://doi.org/10.1177/002224379303000102
  20. V. Zeithaml, L. Berry and A. Parasuraman, "The behavioral consequences of service quality," Journal of Marketing, Vol. 60, No. 31, pp.31-46, 1996. https://doi.org/10.2307/1251886
  21. S. H. Ko and Y. S. Lee, "The Effect of Outdoor Wear Product Benefit on Brand Trust and Brand Loyalty," Journal of Korean Design Trend, Vol. 54, pp.79-90, 2017.
  22. H. Setiawan and A. J. Sayuti, "Effects of service quality, customer trust and corporate image on customer satisfaction and loyalty : an assessment of travel agencies customer in south Sumatra Indonesia," Journal of Business and Management, Vol. 19, No. 5, May, 2017.
  23. C. M. Chen and H. M. Liu, "Exploring the impact of airlines service quality on customer loyalty : evidence from Taiwan, International Journal of Business Management, Vol. 12, No. 5, 2017.
  24. K. W. Lee and M. W. Chi, "Influence of travel show visitor's benefit sought and service quality on the behavioral intentions," Journal of Korean Contents Association, Vol. 12, No. 9, pp.447-458, 2012.