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영어

The purpose of this study is to compare the service attributes provided by Chinese airlines and Korean airlines to determine which service attributes should be presented first to improve service quality. To achieve the purpose of this study, Kano (1984)'s three-factor theory and PRCA (Penality-Reward-Contrast) analysis were used. A dummy variable was used to classify low performance and high performance according to the study of Alegre and Garau (2011), and the results of PRCA analysis were presented by classifying low performance and high performance by each airline service attribute. The results of this study are as follows. First, in the case of Chinese airlines cabin crew service was classified as a must-be factor, and in the case of food and beverage service it was classified as an attractive factor. The remaining seat- comfort ground service in-flight entertainments and Wi-Fi connectivity were classified as one-dimensional factors. In the case of food and beverage services, not being provided does not cause dissatisfaction but if provided it can be identified as a factor that can maximize satisfaction. The service quality attribute of other one-dimensional factors was classified as an important factor in customer satisfaction management as a symmetric factor as a factor that induces customer satisfaction the more the airline provides to customers. According to the AIPA analysis result of Korean Air, seat-comfort, food and beverage service, in-flight entertainments and Wi-Fi service were classified as must-be factors. The implications of this study are as follows. First, the asymmetric influence of service attribute view was analyzed differently from the existing airline service quality measurement. Through this analysis, the importance evaluation between airline service quality attributes was confirmed. Second, by performing AIPA analysis based on the classified attributes, it is possible to derive airline service strategies using service attributes such as preferential services and improved services for each airline.