초록 열기/닫기 버튼
This study examined the relationship between airlines’ sales promotion benefits, brand image, and switching intention by analyzing survey data collected among 258 passengers who experienced airline's promotion in the last 3 years. Through a series of measurement studies, four factors of the sales promotion benefits were confirmed; three utilitarian benefits (savings, quality, and convenience), and one psychological benefit (exploration of alternatives-recover coded) were positively related to the brand image and had a negative impact on switching intention. Brand image has significant and negative influence on switching intention, and plays a mediating role between sales promotion and switching intention. Furthermore, it is discussed that airlines’ promotion needs to be predominantly designed around utilitarian benefits, as the result has shown savings is the benefit that consumers value most, while psychological and non-monetary benefits should also be considered. Therefore, this research provides industry practitioners with implications for marketing.
키워드열기/닫기 버튼
Airlines, Sales Promotion Benefits, Brand Image, Switching Intention
