Browse > Article
http://dx.doi.org/10.12985/ksaa.2018.26.4.091

Effects of Airline Brand Attitude on Customer Satisfaction and Intention to Reuse  

Wang, Soo-Myung (세한대학교 항공서비스학과)
Lee, Hee-Chan (세종대학교 호텔관광경영학과)
Publication Information
Journal of the Korean Society for Aviation and Aeronautics / v.26, no.4, 2018 , pp. 91-100 More about this Journal
Abstract
Recently, the airplane use rate has been renewing its peak every year. Especially, Gimpo-Jeju route is the busiest air route in the world and all domestic airlines are competing. Therefore, the purpose of this study is to propose differentiated marketing strategies from other airlines by analyzing the effect of customers' brand attitude on satisfaction and intention to reuse of airlines competing on the most competitive routes. 350 questionnaires were distributed to domestic passengers who have experiences using Gimpo - Jeju route in recent 3 years and 338 questionnaires were analyzed by SPSS24 program. The results of the study showed that brand attitude showed meaningful effects on satisfaction and intention to reuse, and brand image was the most influential factor among the sub - factors of brand attitude. Therefore, airlines operating Gimpo - Jeju route suggest the importance of marketing strategy to enhance brand image among various brand attitudes.
Keywords
Airline; Brand Attitude; Brand Image; Customer Satisfaction; Intention to Reuse;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 WWW.stastista.com, "The World's Busiest Air Routes", Jan. 19, 2018.
2 Jeon Y. Y., "The Busiest air-route; Gimpo-Jeju", Traveltimes( www.traveltiemes.co.kr.), Oct. 01, 2018.
3 Park Yun Mi, Lee Tea Hee, "Effects of Airline Brand Attitude and Consumer - Brand Sensibility Relationship Service on Customer Satisfaction", Korea Tourism Research Association, 2011, pp. 293-311.
4 Fazio & Mark P. Zanna, "Direct Experiences and Attitude-Behavior Consistency", Advances in Experimental Social Psychology, 14, Leonard Berkowitz, ed. New York, 1981, Academy Press Inc.
5 Hye-Yoon Park, "The Influences of Service Quality on Brand Image and Brand Attitude", JOURNAL OF THE KOREA CONTENTS ASSOCIATION 16(6), 2016, pp. 374-386.   DOI
6 Gu S. B., Chong Y., K., "Relationship among Personality Type, Brand Personality, Brand Attitude and Revisit Intention: Focused on the Big 5 Model", Journal of Tourism Sciences, 42(4), 2018, pp.69-88.   DOI
7 Fishbein, M., "An investigation of the relationship between beliefs about an object and the attitude toward the object", Human Relations, 16, 1963, pp.233-240.   DOI
8 Keller, K. L. "Building customer-based brand equity: A blueprint for creating trong brands", Marketing Management, 10(2), 2001, pp. 14-19.
9 Wilkie W. L., "Consumer Behavior", 2nd ed, Wiley, New York, 1990.
10 D. A. Aaker, "Dimensions of Brand Personality", Journal of Marketing Research, Vol.34, No.1, 1997, pp.347-369.   DOI
11 Chung Su Yeon, Seo Sun Hee, Jung hye Angela Kah, "The Effect of Experiential Marketing on Brand Attitude and Brand Loyalty in Family Restaurant", Food service Management Society of Korea, 12(2),2009, pp. 229-252.
12 Yang S. K., Yang H. S., Kim C. S., "The Impact of "Zara' Brand Attributes and Attitudes on the Purchase Intention of "Zara Home" Products", Journal of Basic Design & Art, 19(1), 2018, pp. 326-340.
13 Eren-Erdogmus, Irem, "Using Associations To Create Positive Brand Attitude For Generation Y Consumers: Application In Fashion Retailing", The Journal of Faculty of Economics and Administrative Sciences, 14(2), 2009.
14 Chaudhuri, A., Holbrook, M. B., "The chain of effects from brand trust and brand effect to brand performance: The role of brand loyalty", Journal of Marketing, 65(2), 2001, pp.81-93.   DOI
15 Oliver, R. L., "Measurement and evaluation of satisfaction processes in retail settings", Journal of Retailing, 57(Fall), 1981, pp.25-48.
16 Kotler, P., "Marketing management", 12th. Prentice-Hal, 2006.
17 Hunt S., "General Theories and the fundamental explenada of marketing", Journal of Marketing, 47(4), 1983, pp.9-17.   DOI
18 Park Yun-Mi, Lee Tea Hee, "Study of the effect of Relational Embeddedness by the Airline Encounter Service based on the ECR for Customer-Company Identification and Long-Term Orientation -Focusing on the differences between domestic and foreign customer-", Jounal of Hospitality and Tourism Studies, 18(2), 2016, pp.322-344.
19 Jeong, M., K., "THE ANALYSIS ON FACTORS OF INFLUENCING THE SATISFACTION OF SERVICE QUALITY AND REUSE OF BODY SHAPE MANAGEMENT CENTER", Daegu Haany University doctorate thesis, 2009.
20 Caruana, A., "Service loyalty: The effects of service quality and the mediating role of customer satisfaction". European Journal of Marketing, 36(7-8), 2002, pp.811-828.   DOI
21 Choi, E. J., "A Study on the Effect Between Service Quality, Perceived Value and Relationship Intention in Airline Event", Tourism Research, 24(5), 2009, pp.63-84.
22 Insil Park, "Airlines for the quality of service outsourcing customer satisfaction and the impact of reuse research -Airline Ground Services in-", Journal of Tourism Management Research, 13(2), 2009, pp.27-60.
23 Park, M. S., "A Study on the Impact which the Congruency between Regional Festival and a Regional Culture has on the Festival Brand Culture and Behavioral Intention", Kyonggi University doctorate thesis, 2009, pp.22-25.
24 Kang, M, L., "(An) Empirical Study on Service Quality Factors Affecting Customer Satisfaction", Ewha Womans University master's thesis, 2003.
25 Anderson, E. W., Fornell, C. and Lehmann, D. R., "Customer satisfaction, market share, and profitability: Findings from Sweden", Journal of Marketing. 58(3). 1994, pp. 53-66.   DOI
26 Oliver, R. L., "Satisfaction: A behavioral perspective on the consumer", New York : McGraw-Hill, 1997.
27 Yun Young Kim, Woo Je Cho, "The Effect of Domestic Airlines' Service Quality on Customers' Attitude toward Brand and Intention to Reuse", International Journal of Tourism Management and Sciences, 31(2), 2016, pp.495-514.
28 Park, Y. S., Park I. S., "Effects of low cost airline cabin service quality, custome satisfaction, and loyalty to Airline", Jounal of The Korean Society for Aviation and Aeronautics, 25(4), 2017, pp.101-110.
29 You Jae Yi, "A Theoretical Examination of Customer Satisfaction Research : Findings and Outlook", Journal of Consumer studies, 11(2), 2000, pp.139-166.
30 Hong T. Y., Kim C. K., "Relationships among Perceived Customer Value of Airliner Users, Customer Satisfaction and Brand Attitude", Journal of tourism and leisure research, 24(6), 2012, pp. 195-214.