earticle

영어

The international airline industry has a phenomenal growth since the Airline Deregulation Act was enacted in 1978. In recent years, Korea`s national flag carriers are facing steep challenges to survive in the ever-growing competition. Airlines image is an important element when passengers choose airlines. Despite the importance of image development as a competitive strategy tool, there are not many studies in this field. This study has three objectives. First, it aims to develop for airline images a measurement scale, and to assess the relative importance of image attributes. Second, it analyzes the image of seven airlines that fly to Korea. Third, it develops competitive strategies for Korea`s national flag carriers. For the empirical research, the survey data were collected from 700 passengers: 600 passengers who were on board Korean Air and Asiana Airlines and 100 from people who have flown seven major airlines: Korean Air, Asians Airlines, Japan Airline, United Airline, Cathay Pacific Airways, Thai Airways, Singapore Airlines. Out of 700 samples, 377 were used for statistical analysis. Results of this study are summarized as follows: First, safety was the most significant attribute which influences on airlines image and airlines decision-making. On-time operation was the second most important attribute, but passengers were very unsatisfied with the actual performance. Passengers who had the membership with airlines considered importantly the `system-related service` factors such as frequent flyer program, mileage service, efficient reservation system, and quick check-in procedure. Second, according to the results of comparative analysis of airlines, passengers assessed that the Korean Air has a strong image in convenient schedule and frequent flyer program. For the Asiana Airlines, passengers evaluated that the airline`s image was found on quality of cabin service, safety, quality in-flight meal, low fares, and on-time operation. For the foreign airlines, passengers expressed that each airline has distinctive image. Third, the results of multiple linear regression analysis showed that the airline with favorable image revealed strong future intention to take the airline. In other words, passengers will be likely to choose the airline if he/she has a more positive image. Fourth, it was found that the overall image of an airline was influenced by basic service factor. In the case of Singapore Airline, it is considered that additional service factor is reflect future intention to choose Singapore Airline. Future research on airline`s image need to enlarge to more airlines. Thus, it is expected to help to set up competitive strategies for Korea`s national flag carrier.