earticle

영어

Recently the competition in airline business market is getting hotter as many foreign low cost carriers(LCCs) launch for Han-Ryu syndrome. For LCCs, this is time to acquire special and distinctive brand image to survive in airline business market. The purpose of this study is to find the influence of servicescape, interaction quality and airfare on brand image brand attitude and behavioral intention of LCCs operating in and out bound of Korea since their first launching in 2005. To verify each measure, the authors tested the data from questionnaires using SPSS 18.0 and Lisrel 8.54. According to the analysed result, human service factors of interaction quality and airfare influence on the brand image while operational service factors of interaction quality influence on the brand attitude. As brand image influences on the brand attitude, the airline company should focus on the managing the antecedents of brand image. Investment on the training program for the employees to meet the passengers’ expectation is essential. Passengers choosing LCCs with lower fare expect the same level of kind and professional human service comparing with full service carriers. Reliability on technically safety and convenient program for the flight and ground service are strictly needed. LCCs should develop differentiated service program conducted by the staff members to keep the positive brand image.