국내 항공사 서비스품질의 가치혁신을 위한 ERRC 전략

This study was examined to suggest service innovation strategies in airline industry using ERRC(Eliminate-Reduce-Raise-Create) framework. To achieve this purpose, it was conducted five stages of expert research,and the research panels were made up academic and practical experts and frequent flyers of airlines. According tothis ERRC Framwork, at the first stage, airline service quality variables were developed using Delphi analysis. Inthe first to third round of Delphi, important value variable was drawn, afterwards BOS of airline service quality wassuggested by completion of strategy canvas of value innovation service quality in airline, finally graphing of ERRCframework was carried out through comparative analysis with execution diagram. Among items to make up the ERRC framework, a decent appearance of cabin crews was drawn for ‘Eliminate’,accurateness of business handling of ground employees, excellence of in-flight meal quality were drawn for‘Reduce’, and efficient service through database of individuals, accurateness of phone guidance drawn for ‘Raise’. Items drawn for ‘Creation’ was included service for passengers to buy tax-free goods on board with accumulatedmileages, environments that protect privacy of individuals, reduction of waiting time through quick desk guidanceduring an immigration inspection, preliminary information guidance on the plane model before departure, in-flightmeal reservation service through online etc. BOS of this study may provide basic information for airline marketingand its management and also a direction for activity plan. And it is thought that the study results could be newstrategical alternative for securing competitiveness in establishing management strategy through being suitable tocustomer desire and encouraging cost saving in airline.