항공사 코로나-19 환경의 지각된 위험이 서비스 선택속성, 만족도 및 재이용의도에 미치는 영향에 관한 연구

The purpose of this study is to understand the changed customer perception in choosing an airline due to COVID-19. Especially, it pursues to find the effect of perceived risk including infection risk on service selection attributes, satisfaction and intention to reuse the airline. Data was collected through an online survey targeting customers who boarded a plane within a year. A total of 263 data was used for the analysis to test the proposed hypotheses. According to the results, first, the perceived risk consists of 3 factors: infection risk, social risk, and time and economic risk, and service selection attributes contain five attributes: prevention of COVID-19, reservation, cabin, economic efficiency, and operation service. Both have a new factor that explains the COVID-19 environment. Second, the perceived infection risk influences all service selection attributes except the cabin service, and the perceived risk about time and economic impacts on the cabin and reservation service. On the other hand, social risk influences the prevention service of COVID-19. Third, prevention, reservation, and cabin service are significantly related to satisfaction and intention to reuse an airline. There is also the positive effect of satisfaction on reuse intention. These results are valuable to understand how customers perceive and behave in the selection of their airline under the COVID-19 environment.