항공사 브랜드 동일시, 브랜드 이미지, 브랜드 관계품질, 브랜드 로열티 간의 관계연구: 대형항공사와 저비용항공사의 조절효과를 중심으로

Since the emergence of Low Cost Carriers(LCCs), competition in the domestic airline market has considerably intensified. Under these circumstances, airlines need their respective surviving strategies. In this context, the present study focuses on brand relationship marketing. Aiming to provide a clear under- standing of the triggers of airline customers’ decisions, we investigated the relationship among brand identi- fication, brand image, brand relationship quality, and brand loyalty. The brand relationship quality consists of brand trust and brand satisfaction. We also aimed to identify differences in the proposed associations across Full Service Carrier(FSC) and Low Cost Carrier(LCC) patrons. An online survey methodology was used for data collection, and a total of 300 responses were collected. The gathered data were analyzed using SPSS 20.0 and AMOS 20.0. The results of confirmatory factor analysis(CFA) revealed an adequate level of reliability and validity of measures. The structural model also showed an acceptable fit for the collected data. The results demonstrated that brand identification exerts a significant influence on brand trust. In addi- tion, brand image was found to significantly influence brand trust and brand satisfaction, and brand trust and brand satisfaction were found to have a significant influence on brand loyalty. Finally, the result soft he invariance test showed that there was a significant difference between the FSC and LCC patron sectors in the relationship between brand image and brand relationship quality. The paper concludes with a dis- cussion of our results for practitioners and researchers are stated.