저비용항공사 관계마케팅이 고객신뢰, 고객만족 및 재구매의도에 미치는 영향

The purpose of this study was the effect of relationship marketing on customer briefs, customer satisfaction and reuse intention of low cost carriers. For the purpose of study, 185 survey questionnaires were distributed from 15th NOV, 2018 to 30th NOV, 2018. Due to the reliability of data, 11 samples were discarded and 174 samples were put to actual analysis. In order to accomplish the purpose of the study, the researcher conducted and analyzed by using SPSS Ver. 20.0 statistics package. The results of the study are as follows. First, the relationship marketing had significant effects on customer briefs. Second, the relationship marketing had significant effects on customer satisfaction. Third, customer briefs had significant effects on reuse intention. Fourth, customer satisfaction had significant effects on reuse intention. Fifth, the relationship marketing which is consist of customer orientation and service restoration had significant effects on reuse intention. Lastly, the relationship marketing which is consist of relationship orientation did not affect on intention. This study shows that in order to have competitive advantage, LCC has to develop marketing strategies that promote relationship with current customers with focus on their long-term relationship with their customers.