본 연구는 첫째, 고객이 항공여행 전 기대하는 e-티켓 선택속성에 대한 인식도를 파악하고, 둘째, 고객이 사용 한 후 e-티켓 선택속성에 대한 만족도와 재구매 의도를 파악하고자 한다. 특히, 수요자 측면의 인식과 만족도를 파악함으로서, 향후 항공 기업 부문에서 경쟁적인 우위를 마련할 수 있는 마케팅 성과의 계기를 제공하고자 한다. 실증분석은 총 200부의 설문지를 배포하여 150부를 회수하였으며, 유효한 총 139부를 최종분석에 이용하였다. 결론적으로 종합하면 첫째, 항공업무가 예약, 발권, 운송, 객실서비스가 원스톱(one-stop)서비스화 되어야만 고객만족에 이어 항공상품을 재구매하고 자사에 대한 충성도 고객이 될 것이고, 둘째, 항공기업들은 급변하는 경영환경과 다변화하는 고객의 요구에 부응해 나갈 수 있어야 시장경쟁력을 확보할 수 있을 것이다.

This study was conducted to identify customers’ awareness of their expected e-ticket’s selection attributes before their travel; and to check their satisfaction level and repurchase intention after their travel. In particular, by understanding customers’ awareness and satisfaction in consumers’view, we provided an opportunity of successful marketing to take a competitive advantage in airline business. We carried out an empirical analysis with 200 copies of questionnaires, of which 150 were returned and, finally, 139 were used for final analysis. The findings suggested: first, only one-stop service which involved the entire process of reservation, ticketing, transportation, and cabin service, could generate customers with high satisfaction and loyal to a company. Second, airline companies capable of quickly responding to rapidly changing business environment and customers’ needs could secure their market competitiveness.

This study was conducted to identify customers’ awareness of their expected e-ticket’s selection attributes before their travel; and to check their satisfaction level and repurchase intention after their travel. In particular, by understanding customers’ awareness and satisfaction in consumers’view, we provided an opportunity of successful marketing to take a competitive advantage in airline business. We carried out an empirical analysis with 200 copies of questionnaires, of which 150 were returned and, finally, 139 were used for final analysis. The findings suggested: first, only one-stop service which involved the entire process of reservation, ticketing, transportation, and cabin service, could generate customers with high satisfaction and loyal to a company. Second, airline companies capable of quickly responding to rapidly changing business environment and customers’ needs could secure their market competitiveness.

e-Ticket Selection Attributes, Customer Satisfaction, Repurchase Intention