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저비용항공사 객실승무원의 서비스 및 안전업무가 항공사 브랜드이미지와 항공사 가격지불의사에 미치는 영향

Title
저비용항공사 객실승무원의 서비스 및 안전업무가 항공사 브랜드이미지와 항공사 가격지불의사에 미치는 영향
Other Titles
The Effect of Low Cost Airline Cabin Crew's Service and Safety Duty on Brand's Image and Customer's Willingness to Pay
Author
조민호
Keywords
객실승무원의 서비스업무; 객실승무원의 안전업무; 항공사 브랜드 이미지; 항공사 가격지불의사; cabin crew's service duty; cabin crew's safety duty; the brand image; willingness to pay
Issue Date
2017-09
Publisher
(사)한국관광레저학회
Citation
관광레저연구, v. 29, no. 9, page. 343-364
Abstract
This study is aimed to provide the view of low-cost airline passengers on the relationship of the cabin crew’s service and safety duty with the brand image and passengers’ willingness to pay.The result of the study is as follows: First, the cabin crew’s capacity recognition of service has positive influence on the airline’s brand image. Second, the cabin crew’s capacity recognition of safety duty also positively affected the airline’s brand image. Third, the airline’s brand image, therefore, raised customer’s willingness to pay. Forth, the cabin crew’s capacity of service also increased willingness to pay.Fifth, the cabin crew’s capacity of safety duty, however, did not influence customer’s willingness to pay, and the hypothesis was dismissed. Sixth, the airline brand image had a dominant impact on the cabin crew’s service duty, safety duty and the willingness to pay.The consequences of this study recognizes the importance of the role of brand image in low-cost airlines and indicates the strategies to create brand image for desirable airline service and human resource management of the cabin crew.
URI
http://www.dbpia.co.kr/view/ar_view.asp?arid=3322217https://repository.hanyang.ac.kr/handle/20.500.11754/115643
ISSN
1229-0424
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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