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http://dx.doi.org/10.12985/ksaa.2013.21.3.065

A Research on the Effect of Foreign Passengers' Satisfaction on Specialized Cabin Services on Long Haul Flight to Their Loyalty through Airline's Brand Asset  

Kim, Kwang Il (한국항공대학교 항공경영학과)
Gwon, Eun Hyeong (아시아나 항공 캐빈서비스팀)
Kim, Kee Woong (한국항공대학교 경영학과)
Park, Sung Sik (인천국제공항공사 영업본부)
Publication Information
Journal of the Korean Society for Aviation and Aeronautics / v.21, no.3, 2013 , pp. 65-77 More about this Journal
Abstract
A high brand reputation of a airline means the airline is preferred by passengers because of its unique services being even better than others. This is why airline's specialized services are important in that those services would create a new brand value and build up the airline's brand image, being enable to have competitive advantage over other airlines, to provide satisfied services, to have a mutual trust between passengers and the airline and to create customer's loyalty. A-Airline have been trying to give passengers a joy of flight by providing its customized and specialized cabin services out of airlnes' stereo-typed services.Therefore this paper will find out how their satisfaction of the cabin services have a positive impact on customer loyalty through brand image, brand reputation, brand identity and brand attraction. Those services would not only contribute to upgrade A-airline's corporate image but show the way to which the cabin service is heading also.
Keywords
Cabin Crew; Specialized Service; Brand Image; Brand Reputation and Brand Loyalty;
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