국내 저비용항공사 경험단서가 지각된 가치와 브랜드 충성도에 미치는 영향

Abstract

The objectives of this study are to establish a strong brand for domestic LCC(Low Cost Carrier) and suggest marketing plans to build the brand loyalty. This research has been measured regarding customer experience in domestic LCC service encounter. It also has been verified effect relationships on perceived value and brand loyalty. For this study, empirical research has been conducted using survey for customers who have ever experience domestic LCC at least over 1time during recent 1year. The results are as follows; First, It is shown that customer experience clue factor of domestic LCC can be positively correlated with perceived value by the order of priority, physical, human and functional clues. Second, It is verified that the perceived value can be positively correlated with the brand loyalty by the order of social value, emotional value, pricical value and qualitative value. This study contributed to the aviation industry theoretically in that the customer experience clue dimensions and the perceived value dimensions affecting the LCC brand loyalty were demonstrated in detail. In other words, that the overall customer experience of airline service encounter was divided into the functional, physical and human clues and the perceived value was subdivided into pricical value, qualitative value, emotional value and social value and identified what LCC experience clue has an impact on brand loyalty.