ABSTRACT

Retaining customers is irrefutably one of the top priorities in the increasingly competitive airline marketplace in South Korea. This research was an empirical endeavor to better comprehend the role of image congruence, attitude, confidence, and love in building airline customers’ repeat patronage intention by considering the moderating impact of airline type. Our result demonstrated the significant role of these constructs in determining intention. In addition, airline type had a significant effect. Moving one step further than the extant literature, this study successfully developed a meaningful conceptual framework offering a clear understanding of the convoluted customer post-purchase decision formation.

摘要

保留客户无疑是韩国竞争日益激烈的航空市场中的首要任务之一。这项研究是一项经验性的尝试，旨在通过考虑航空公司类型的适度影响来更好地理解图像一致性，态度，信心和爱心在建立航空公司客户的重复乘客意向中的作用。我们的结果证明了这些结构在确定意图中的重要作用。此外，航空公司类型也有重大影响。这项研究比现有文献更进了一步，成功地开发了一个有意义的概念框架，使人们对复杂的客户购买后决策形成有了清晰的了解。