KANO모형과 Timko의 고객만족계수를 이용한 항공사 기내이벤트 선호도 이해

Abstract

The purpose of this study is to investigate customer perceptions toward in-flight events while considering the service differentiation strategy of airlines, via KANO's model. Timko's customer satisfaction coefficients for customer satisfaction and dissatisfaction with in-flight events suggest additional implications for the development of consumer-led in-flight events on airlines. The questionnaire used in this study included all 18 in-flight events actually implemented by several airlines throughout Korea. Respondents were asked to answer to a pair of positive and negative questions as to each event provided in their flight. The results of this study show that the 18 events can be divided into ten attractive quality factors, seven indifferent quality factors, and one natural quality factor. However, the unitary quality factor and the inverse quality factor are not shown in this study. Timko's customer satisfaction coefficients suggest an order of priority for these in-flight events. This study is significant particularly in that the concept of the KANO model was applied to analyze the customer preferences for in-flight events in operation. The results of this study will help airline service marketers make a rational decision based actual evidence rather than intuition when developing and implementing in-flight events that will further enhance service quality.