저비용항공사의 서비스품질과 기대감정, 열망, 충성도 간의 관계 연구

The purpose of this research was 1) to identify the impact of service-quality factors on positive and negative facets of anticipated emotions, desire toward the behavior, and passenger loyalty, 2) to test the mediating impact of anticipated emotions and desire, and 3) to identify the comparative importance among study variables in determining passenger loyalty in low cost carriers. A field survey was conducted to collect the data at two major international airports in Korea. A total of 243 responses were utilized for data analysis. The results of the confirmatory factor analysis revealed that measures for study constructs included a satisfactory level of composite reliability and construct validity. Findings form the series of multiple regression analyses based on Baron and Kenny's (1986) guidelines showed that the proposed relationships in general were well supported; anticipated emotions and desire generally played a significant mediating role in the proposed theoretical framework; and the role of desire in determining loyalty was salient as compared to other research variables. Overall, our research objectives were all sufficiently attained. Findings of this study help researchers and practitioners invent effectual strategies for triggering passenger loyalty in the low cost airline industry.