Abstract
This study aims to analyze the effect of the brand experience of low cost carriers on customer satisfaction. Based on the four sub-factors of Brakus et al. (2009), the brand experience was composed of sensory, affective, cognition, and behavior, and was intended to be treated as a overall experience.BR This study was selected for low cost carrier users in Korea with boarding experience within the last year. A survey was conducted for about two weeks from November 29 to December 11, 2021. A total of 195 copies of the questionnaire were distributed, and a total sample size 186 were used for the final analysis, excluding 9 copies of insincere and partial non-response. Convenience sampling by data collection were used for analysis using the SPSS 25.0 statistics program. Frequency analysis, reliability and validity analysis, exploratory factor analysis, and multiple regression analysis were performed.BR Only sensory, affective, and behavioral factors were partially adopted for the effect of passenger experience using low cost carrier on customer satisfaction. As a result of this study, low cost carrier provided practical implications for the need for factors that can induce customer interest and curiosity. In addition, academic implications were presented in that it conducted a study on the brand experience of low cost carrier.
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