Abstract
In short-haul routes of full service carriers and low-cost carriers, airline service quality has changed and simplified since COVID-19, such as not providing in-flight meals, strengthening non-face-to-face services, and maintaining a pleasant in-flight environment through strengthening quarantine activities. This study was conducted with interest in the relationship between the simplified and transformed airline core service quality and the perceived value, brand image and behavioral intention. As a result of the study, first, airline core service quality had a positive (+) effect on perceived value. In addition, it had a positive (+) effect on the brand image. Second, perceived value had a positive (+) effect on behavioral intention. It also had a positive (+) effect on the brand image. Third, brand image had a positive (+) effect on behavioral intention. Based on the results of the empirical analysis of the degree of perception(perceived value) of airline core service quality and its impact on brand image, it is expected that many implications will be derived if applied to airline core service strategy establishment and core service quality management measures.
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