항공 서비스 안전 인식이 브랜드 이미지와 충성도에 미치는 영향

Purpose : This study aims to expand the explanatory power by integrating the psychological factor of perceived safety into the service quality-satisfaction-loyalty path, and to present a more sophisticated customer behavior model by combining the social cognitive theory and the trust-loyalty model. Research design, data, and methodology : The survey subjects were passengers aged 20 or older who had used an airline within the past year. A total of 342 respondents responded to the survey, and 330 surveys were used in the analysis after excluding 12 surveys with insincere responses. Results : Aircraft operational safety and management safety were found to have a significant positive effect on brand image, but aircrew safety, aircraft safety, and social safety did not have a significant effect on brand image. In addition, brand image was found to have a significant positive effect on loyalty. Conclusions : Airlines should not stop at simply ensuring flight safety, but should also implement a communication strategy that can clearly inform customers of the process. The strongest influence of management safety is that the airline's organizational safety system and internal management capabilities have a key impact on customers' brand perception.