초록 열기/닫기 버튼
Airline industry is one of the fastest growing sector applying multi service channels with the development of informational technology and internet. Multi service channels not only reduce the operating costs and expenses, they will offer efficiency and effectiveness to passengers. To evaluate the multi service channels,which is different from person-to-person service, we used usability concepts. The purpose of this study is to segment the airline passengers market based on the usability of airline's multi service channels. Self-reported questionnaire was used to collect the data from Incheon International Airport and Kimpo Airport from September 27 to October 15, 2010. The total 443 valid data was used with SPSS and Excel for analysis. Explanatory Factor Analysis(EFA) divided the usability into five factors as usefulness, learnability and accessibility, ease of use, scalability, and consistency. Cluster analysis brought out three segmentation groups and it shows that the low usability cluster has low multi service channels satisfaction while high usability group has high satisfaction. Based on this output, airline companies should provide user-oriented system and application for passengers to utilize multi-service channels.
키워드열기/닫기 버튼
Multi-service channels, Usability, Market segmentation
