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http://dx.doi.org/10.9708/jksci.2013.18.10.225

The Impact of Airline's Retention Equity on Customer Positive·Behavior Intention  

In, Ok Nam (Dept. of Airline service, Kwangju Women's University)
Kim, Seung Lee (Korea Culture & Tourism Institute)
Do, Sung (Dept. of Hotel & Tourism Management, Kyung Hee University)
Publication Information
Journal of the Korea Society of Computer and Information / v.18, no.10, 2013 , pp. 225-234 More about this Journal
Abstract
The purpose of this study is to evaluate the impact of airline's retention equity on customer positive exclusive behavior intention and to minimize customer churn based maintenance is aimed to derive key variables in air transport market. A survey was conducted Incheon and Gimpo airport to use in the national carrier of domestic air travelers. A total of 480 respondents completed a survey. The result reveal that loyalty program, preferential treatment & acknowledgement program, and community program have significantly effect on positive behavior intention. However, preferential treatment & acknowledgement program, and community program have significantly effect on exclusive behavior intention. It showed that they are more influence than loyalty program as a switching barrier of airlines. The academic and practical implication of this study has been identified in the competitive market to maximize customer retention factors of maintaining retention equity to derive empirical strategic priorities.
Keywords
Retention Equity; Loyalty Program; Preferential Treatment &Acknowledgement Program; Communication Program; Positive Behavior Intention; Exclusive Behavior Intention;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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