저가항공사의 서비스 요인이 재이용 의도 및 가격공정성에 미치는 영향: 사우스웨스트 사례를 중심으로

Abstract

This research investigates the determinants of low cost carrier reuse intention and price fairness. As the research subject, this research adopts Southwest Airlines because the business is a representative success case as the low cost carrier. This research proposes three elements to account for price fairness, and these are comfort, waiting, and schedule. As antecedents of reuse intention, this research proposes four elements, and these are comfort, waiting, schedule, and price fairness. For the data collection, this research employed Amazon Mechanical Turk. The number of observation for the statistical analysis is 308. This research used statistical tools for the data analysis (e.g., frequency analysis, correlation matrix, descriptive calculation, exploratory factor analysis, reliability test, and multiple regression analysis). The results indicate that price fairness is positively influenced by schedule and comfort. Also, the results showed that reuse intention is positively affected by comfort and schedule. However, reuse intention is negatively influenced by waiting.