논문표지.PDF

Size: px

Start display at page:

Download "논문표지.PDF"

종서 매
7 years ago
Views:

11 1 (Bell) (postindustrial society)...., (The Airline Deregulation Act). (globalization)..

12 ,651,000, ,598, ,613, ,... (National Flag Carrier Korean Air Lines)... (National Flag Carrier Korean Air Lines).. 1 ; 2

13 2 (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines).. (National Flag Carrier Korean Air Lines) (Morning Calm) 50,000 2 (National Flag Carrier Korean Air Lines) 3

14 . 2 Outbound.. 1,. 2.,, ,,,. 5,,. 6.. (National Flag Carrier Korean Air Lines) SKYPASS,, 10. 4

15 (ICAO),, Km, Km 33.8%, 52.6%, 92.1%, 3.7%, 5.0%, 5.6% %, 92.5%, 118.1%, 6.4%, 8.4%, 8.4%. 3, % (1996),,, p

6%, 92.1%, 3.7%, 5.0%, 5.6%. 1985-1994 75.

16 1997 8, IMF. 4 (IATA) %, %. 5.94%, 6.97%. 6.86% , ,600, 5.5%q 8.5% % 35% IMF ,660 17% IMF , % % %. 4 (1999), ( ),, 22, p IATA(1998), Passenger Forecast, p (2000), 21, 7, p

6 2000 IMF 1997 1997 1,660 17% IMF 1997 2,564 12.5%.

17 IATA %, % IMF 30% ,.,,, (seaport), (teleport), (business port), (leisure port) (penta-port). 8. (liberalization). 3.,, (2000),, p (2001), 2001, 25, p

18 ,. 9 (open skies) ,,,. 10., ,. 11 (1996),, p (2001),2001, 25, p (1996),, p

19 (privatization). 60.,..,.,,. 12 (2001),, p

20 ..... Star Alliance, One World, Skyteam, Wings 4. Star Alliance (code-sharing), (revenue sharing),,, APEC,,, 5 (2001),, p

21 .,. 14,,...,. (2001),, p

22 2 1.,. 1980,,. 2...,,,,,..,,,, 12

23 ,. 15,., ICAO 801, ICAO..,..,.,,,,,. 16, (1996),, p (2001),, p

24 . 17,,,,,.,,,.. 18., %, (1996),, p. 40. (1996),, p (2000),, p

25 ,, ,, , / (2001),, p

26 .. ICAO., CRM(Cockpit or Crew Resource Management)/LOFT(Line Oriented Flight Training), (Confidential Reporting System: CRS), GAIN(Global Aviation Information Network),. CRM/LOFT GAIN.. Survey, (2001),, p

27 Orbitz Priceline, Travelocity..,,,... 22,,. (multi-modal transport system)..,(2001),, pp

28 ,..,,, (2000),, p

29 3 1 1.,,, ,,.,.,. 25 ( ). 24 (1991),,, p (1991),, pp

30 . 26.,,,., 27..,,, ,,,, (1999),,, p.21. (1999), (1999), 20

31 .. 1),, , ), (1991),, pp

32 ..,,.. 30,.. 3).., (1991),, pp

33 )..,,. 1,. (1991),, pp

34 .., )... 33,.. 6) (1991),, pp (1991),, p

35 ,,.. 36,,,...,,. 34 (1998),,, p (1999),, p (1999),, p

36 2,....,,. 1. (involvement).. 37 (Sherif) (issue). (1994),,, pp

37 (latitude of acceptance), (latitude of rejection), (latitude of non-commitment). 38 ( ), ( ). 39,.., (1994),, pp.5-6. (1999),, p

38 ,. (Hupfer and Gardner). 40. (Assael).. 40 (1999),, p Assael, H.(1995), Consumer Behavior and Marketing Action, Kent Publishing Company, pp

39 . 1),,, ,, 8 7.,,,,, ,,,,, Ritchie, Brendt J. R., Everett E. Johnston and Vernon J. Jones(1980), "Competition, Fares and Fences-Perspective of the Air Traveler", Journal of Travel Research winter. 29

40 ,,,,,,, ,,,, 5.,,. 44,,,, ,,,,,,,., 43 Makens, J. C. and R. A. Marguardt(1977), "Consumer Perceptions reguarding First Class and Coach Airline Seating", Journal of Travel Reseach Vol Etherington, Lois D. and Trugut Var(1984), "Establishing a Measure of Airline Preference for Business and Nonbusiness Travelers", Journal of Travel Research spring 30

41 . 45,, 6,000.,, /, 4., , (puget sound) 313., Good, W. S., M. K. Wilson and B. J. McWhirter(1985), "Passenger Preferences for Airline Fare Plans", Journal of Travel Reseach winter 46 Ostrowski, Peter L., Terrence V. O'Breen and Geoffrey L. Gordon(1993), "Service Quality and Customer Loyalty in the Commercial Airline Industry", Journal of Travel Research 47 Toh, R. and M. Hu(1988), "Frequent Flyer Programs: Passenger Attributes and Attitudes", Transportation Journal winter 31

42 2) 312,,. 28 7, /,, ,.. 48 (1992),, 49 (1996),, 32

43 ,,,.,,,,,., ,,,,,...,,,. 5, 6-10, 11-15, 16-20, (1997),, 33

44 ..,, ,,.,,,, 51 (1996),, 34

45 ,,.. 52 [ 3-1] Makens& Marquardt, Green & Tull /, / Ritchie, Johnston and Jones, Etherington & Var, Good, Wilson & Mcwhirter /, / Wells,,,,,, 52 (1996), p

46 ,,,,, Shaw (,,, ) (/, / ) Alotaibi,,, /() /,, 1-2, 3-4, 5 /,,,,,, Kaynak & Kucukemirglu,, / White,, (),,,, 0,1,2,3,4,5,6-10,11-50,50, 36

47 , , 4 12 (code-sharing). 53. (aviation safety).. 3 ( ) 53 (2000),,, p

48 .... (high involvement purchase),,,. 54,(2000), 55 Oster, Clinton V and Meyer R. John(1983), Deregulation and the Future of Inercity Passenger Travel, MIT. pp

49 56 Choi Sejong(1985), The Public Perception and Airline Safety: Case of Korea Airline Industry, Embry Riddle Aeronautical University, Unpublished Master Thesis 39

50 (National Flag Carrier Korean Air Lines) 4-1] 1) 2) 3) 4) KAL 1) 2) 3) 4) / 40

51 50,000 2 (National Flag Carrier Korean Air Lines) Inactive... Address 1,723.,, 300 Sample Open Questionare Pre-Test (:16%) Pre-Test 12 Pre-Test 300 1, ( : 19 %) SPSS(Statistical Package for the Social Sciences),,. 41

52 (National Flag Carrier Korean Air Lines) (OtherAirLine) (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Line). (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines) 42

53 [ 5-1] (%) [5-2] (%) [ 5-3] (%)

54 44

55 2 (National Flag Carrier Korean Air Lines) 45

56 46

57 2.,,,. 34%, 24%. Time-Based Management

58 (E- Commerce). Hardware Software (Humanware). 48

59 49

60 50

61 3 (National Flag Carrier Korean Air Lines) % 163 (National Flag Carrier Korean Air Line).,,,.,,. [ 5-13] OAL (5 ) SKD SAFETY MILEAGE

62 71% % 4% 5% 12% SKD SAFETY MILEAGE 4 3 2, 95%. [ 5-14] OAL SKD SAFETY MILEAGE Safety, Mileage. (National Flag Carrier Korean Air Lines). 52

63 [5-16] 2. (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines) (). 53

64 3.42 OAL (National Flag Carrier Korean Air Lines), *. [ 5-17] (National Flag Carrier-Korean Air Lines) OAL 5. SKD SVC SAFETY MILEAGE (National Flag Carrier Korean Air Lines). [ 5-18] (National Flag Carrier Korean Air Lines) 54

65 55

66 4 (National Flag Carrier Korean Air Lines) 1. (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines) % (National Flag Carrier Korean Air Lines). (National Flag Carrier Korean Air Lines) [ 5-20] * 56

67 (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines) 2. 76% (National Flag Carrier Korean Air Lines) Key Success Factor. [5-21] 3. (National Flag Carrier Korean Air Lines) 57

68 (National Flag Carrier Korean Air Lines) [5-22] [ 5-23] * SVC Skypass 58

69 194 2 (National Flag Carrier Korean Air Lines). 86 Skypass. 30.7% (National Flag Carrier Korean Air Lines) 88%, 11% 99% 30%

70 60

71 61

72 62

73 (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines) 63

74 (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines) 64

75 (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines) (National Flag Carrier Korean Air Lines) 65

76 66

77 67

78 68

79 69

80 70

81 71

82 72

83 73

84 74

85 ABSTRACT A Study on the Airline Choice Behavior Influenced By Korean Tourist - Especially Within The National Flag Carrier Outbound Tourist In Korea - Hong - Koo Kim Dept. of Traffic Economy Graduate School of International Commerce and Logistics Inha University The form of air transport commodity isn t directly influenced by consumers taste like general tangible products and service. But the increase of passengers and the consolidation of competition among many airlines make diversification and improvement of the quality of airline travel packages urgent tasks. Especially, after the enactment of the Airline Deregulation Act, the worldwide liberalization and privatization of air transportation business have accelerated the competition among air lines, and then have urged the strategies of differentiation through the development of diverse services. For consumers, with the trend of globalization, the increase of income and rapid development of air technology, the use of air transportation has been made easier. Therefore the frequency of usual use of air transportation have enabled passengers to have the high degree of criteria of choice from experience. This trend made condition that airlines which stay in previous marketing method can t survive. It is urgent task to classify and analyze passengers extended stratum with diverse demographic-statistical attributes, occupations, the end of tour in detail and to survey passengers degree of satisfaction on air lines varied services. My research tried to constitute variables of the quality of airline commodity and passengers degree of satisfaction referring to previous research 75

86 and then to analyze passengers attitude on specific airline, National Flag Carrier(Korean Air Lines). The final goal of this analysis is to induce new marketing strategy. Especially I focused on the breakaway of customers. Therefore the object of analysis was confined to customers, namely, National Flag Carrier(Korean Air Lines) Morning Calm members. For this analysis, I chose schedule, fare, safety, service and mileage as items representing passengers main concern when they choose a specific air line. And then I subdivided the service items into reservation service, transport service, service in cabin, and internet service. And I compared the degree of satisfaction at, National Flag Carrier(Korean Air Lines) service with the degree of satisfaction at others from above analysis. My paper aimed to find out the cause of passengers dissatisfaction leading to passengers breakaway from a specific air line through above research and tried to propose new marketing strategy reforming those problems fundamentally. The following is a summary of the main results of my analysis. First, the survey showed that the most important choice attributes of air lines are schedule and mileage. In particular, business travelers consider schedule and mileage as the main choice attributes overwhelmingly. The fact that safety is chose only as insignificant attribute is the conspicuous result when considering the recent air accidents. Passengers, I guess, think that safety must be guaranteed basically and didn t choose safety as the main choice attribute. Second, the result of analysis on the degree of importance of each service item said that passengers prefer swift and accurate information and the easiness of reservation. And as to service in cabin, the crew s kindness is more important attribute than other services. This fact means that software service is thought of as more important factor than hardware service when passengers have enough time relatively. Third, members of, National Flag Carrier(Korean Air Lines) Morning Calm 76

87 who have used other air lines showed that they mostly use other air lines because of schedule. But the cross-analysis of why they use other air lines and how much they are satisfied with other air line s service showed that safety, service and mileage are more important than schedule. I think that, National Flag Carrier(Korean Air Lines) should regard the former attributes as the core problems for making the alternative to prevent passengers breakaway. Fourth, the result of analysis on the degree of satisfaction about, National Flag Carrier(Korean Air Lines) service is higher than other air lines, 3.42 to But this result has only limited meaning. The analysis on the degree of satisfaction at each attribute based on the cross-analysis between the cause making passengers choose, National Flag Carrier(Korean Air Lines) or other air lines showed that the degree of satisfaction at items such as service, safety and mileage are relatively high. However, the result of the analysis on the same items based on the cross-analysis which deal with the relation between how much passengers are satisfied with other air lines and why they choose other air lines is higher than the former result. From this result, we came to know that the main factor lifting the mean of the degree of satisfaction on, National Flag Carrier(Korean Air Lines) consists of schedule and fare. Relatively, factors such as service, safety and mileage have problems to be reformed. Fifth, respondents positively evaluated, National Flag Carrier(Korean Air Lines) will to reform the quality of service. And the majority of them, 212 out of 280, chose safety as the first problem to be reformed. They chose improvement of service quality as the second task. This result shows that even members of Morning Calm who are loyal to, National Flag Carrier(Korean Air Lines) as the high involvement group have the discontent on, National Flag Carrier(Korean Air Lines) safety and service quality. From this analysis, we can obtain the lessons for building new marketing strategy. 77

#È²¿ë¼®

#È²¿ë¼® http://www.kbc.go.kr/ A B yk u δ = 2u k 1 = yk u = 0. 659 2nu k = 1 k k 1 n yk k Abstract Web Repertoire and Concentration Rate : Analysing Web Traffic Data Yong - Suk Hwang (Research