Image congruity as a tool for traveler retention: a comparative analysis on South Korean full-service and low-cost airlines
- Title
- Image congruity as a tool for traveler retention: a comparative analysis on South Korean full-service and low-cost airlines
- Author
- 현성협
- Keywords
- Customer retention; social image congruence; ideal social image congruence; attitude; confidence; love; repeat patronage intention; airline type; full-service airline; low-cost airline
- Issue Date
- 2020-09
- Publisher
- ROUTLEDGE JOURNALS
- Citation
- JOURNAL OF TRAVEL & TOURISM MARKETING, v. 37, no. 3, page. 347-360
- Abstract
- Retaining customers is irrefutably one of the top priorities in the increasingly competitive airline marketplace in South Korea. This research was an empirical endeavor to better comprehend the role of image congruence, attitude, confidence, and love in building airline customers’ repeat patronage intention by considering the moderating impact of airline type. Our result demonstrated the significant role of these constructs in determining intention. In addition, airline type had a significant effect. Moving one step further than the extant literature, this study successfully developed a meaningful conceptual framework offering a clear understanding of the convoluted customer post-purchase decision formation.
- URI
- https://www.tandfonline.com/doi/full/10.1080/10548408.2020.1757564https://repository.hanyang.ac.kr/handle/20.500.11754/170484
- ISSN
- 1054-8408; 1540-7306
- DOI
- 10.1080/10548408.2020.1757564
- Appears in Collections:
- COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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